I Chose Other People.
I spent years in sales. Different products, different industries, same lesson every time. People don't buy the best option. They buy the one they trust the most.
At some point I hit the question every ambitious person hits. What kind of company do I start?
I had two choices. Build something that promotes me. Or build something that promotes other people.
I chose other people.
And when I made that call, I had zero creative experience. Never touched a camera. Never edited a single frame. The decision came before I ever picked up a lens. The camera was just how I was going to do it.
So I bought the equipment. Hired mentors. Learned video and photography from people who had been doing it way longer than me. Then I combined that with what I already knew how to do. Sit across from someone, ask the right questions, and pull out the version of them that makes people lean in.
As for the name. I had been deep into David Goggins at the time and got hooked on a military style approach to life. Discipline. Productivity. Making good habits. Keeping the promises I make to myself. Doing things with vigor and at the highest level I could. That energy is what I wanted the company to run on, so the name stuck.
Everybody is an expert on something. Every person you meet knows something you don't. My job is giving them a place to share it in a way that builds their business and earns trust before a conversation ever happens.
This has been the best decision of my life. Not just because of the skill set. But because of the people. The friendships. The stories. Helping someone get across what they actually do, in a way that feels clear and confident and real. That part never gets old.
