How it Start, Whats Next - Extended Version
by Brian Johnson
·
Importance of thought and time
How many phrases have you carried with you over the last decade? While I've collected a few from world leaders, activists, and icons, the one that echoes most profoundly came from my younger sister during the pandemic. She simply said, "Try doing the things you loved when we were kids."
My childhood was relatively calm. I spent a lot of time playing outside, enjoyed family dinners on Sundays, and maintained a balance between sports, academics, and socializing. Groundings were frequent, and the punishment was always the same: no video games, no playing outside with friends, and no electronics.
This left me with two options: books to read or books to draw in. As you might guess, I spent countless hours filling sketchbooks and assembling model cars. The importance of thought and time reveals itself more clearly now. It was during the pandemic, on a trip to Antigua, that I intentionally reflected on my future plans. My sister's words resonated – return to the childhood activities I loved. My early years were filled with activity and creativity. I excelled in both sports and art. Perhaps I should have taken that AP art class after all.
 |
 |
The importance of thought and time has become increasingly clear to me. It was during the pandemic, on a trip to Antigua, that I found the space to truly reflect on who I was, where I could offer the most value professionally, and what truly brought me joy. My sister's words echoed in my mind: return to the simple pleasures and passions of childhood, a time free from expectations. My early years were defined by activity and creativity; I thrived in both sports and art. Perhaps I should have pursued that AP art class after all. With renewed inspiration, I purchased a sketchbook and pencils, my lifelong favorite tools, and began to draw once more. |
Year 1 of Business
Despite knowing next to nothing, I never doubted my ability to learn and adapt. Year one was a blur of relentless effort. Every evening after work, I immersed myself in Adobe Illustrator tutorials, connected with manufacturers on Alibaba, and sketched out design ideas. The first hurdle was filing for the LLC, a frustrating process that extended far beyond LegalZoom.
Finally, I launched my inaugural products: a jersey and cycling shorts. Lacking any cycling apparel myself, I was naive to the market's preference for bibs over shorts. Lesson learned, one of many to come. I also disliked my logo but couldn't afford a redesign. The show had to go on, imperfections and all.
Here's my first jersey, sporting a rather underwhelming logo on the chest. I was frustrated by how little it reflected the potential I saw for my fledgling company. This kind of challenge is common, and the best advice I can offer is to not let the pursuit of perfection hinder progress. Reflect often, and refine whenever possible.
Love your Family & Friends
Firstly, a heartfelt thank you to everyone who believed in me and offered support – whether through kind words, valuable feedback, a helping hand, or by purchasing my products. Founding a company can be an incredibly lonely journey, and being a creative often feels like an isolating experience. Finding a supportive tribe and community was crucial for me to stay focused and succeed.
I found that sense of community in cycling and began racing. I love the thrill of competition, the camaraderie of training with friends, and the push to constantly improve. I'm not sure I'd have made it this far without people like Hurricane and OJ, who welcomed me with open arms. Spending mornings training at the park or racing alongside them, I witnessed the diversity and unwavering determination within the cycling community. This only deepened my love for the sport.
Beware, Don't Lose your Thunder
Most people won't be as invested in your "little business" as you are. You might share your passion and excitement, only to receive a lukewarm "That's cool." It's frustrating when those closest to you see you drowning in work and don't offer help. You'll face discouragement and self-doubt, especially if you're surrounded by the wrong people. So, be cautious about who you trust, but cherish and nurture those who genuinely support you.
Year number 2, Big Collection poor execution.
|
 |
Painters Canvas Collection This was a bold and exciting project that taught me a lot.
|
Mission Critical & Prioritization
This collection was one of my most successful. I loved experimenting with colors and textures, creating something unique in the cycling world. It was a proud moment, filled with social media buzz and happy customers. But there was a downside.
I lacked the resources for proper content creation. I did one studio shoot and sent two gift packages to influencers, but the results were underwhelming. So, I invested in a camera, found a talented filmmaker, and started building a new strength for the business.
This was a pivotal moment, what some might call a failure. I'd faced setbacks before, but this one forced me to re-evaluate. Did we have a consistent brand identity? What was our voice and tone? I archived every Instagram post and began practicing photography while creating a new brand deck. It was the start of a new era. Check the Brand Look book.
What Happens Next
2023 was a challenging year. I was grieving the loss of my best friend and working tirelessly at Notion. I didn't release any new products and barely made any sales. But I did buy that camera and started refining the brand. I also learned valuable skills as a solopreneur and began exploring opportunities beyond retail, including technology and hardware.