Why I Didn't Compromise: Choosing the “Risky” Path Of Entrepreneurship
“I don’t believe you can do it.” - That is the fuel that fires me up.
I had a dilemma
I had 3 options:
Start a brand new global consultant firm that supported our software company
Work for another company as an employee
Start my own firm
At that time, naturally, my current business partner wanted me to start the first option, because it was going to benefit the software company. He also thought it was a good way to utilize my talents based on the success we had the past 3 years on teaching strategy and execution to clients.
The second option was my wife’s preference. Find an executive job for another company. This was safer in the short run. We had multiple kids in college or heading to college and it would be wise to have a steady income stream.
And then, there was the nuclear option starting a brand new company from scratch with no clients, no revenue, just belief and grit.
At this point, I dug deeper into option #1. Although it was the safer way to continue the entrepreneurial journey, I was concerned that I would miss my family with the international travel. I have multiple kids trips for high school, club, and ultimately college sports. I was very concerned that I was going to miss these events that never come back. Therefore, I decided option number one was not the best option and so we started to facilitate a smooth transition over a three month period to leave that company.
Not picking option two was frankly a lot more challenging because my wife was not at all in favor of going on my own. I will spare you the stories, but we had a few uncomfortable nights in the Cox household.
However, I knew that I had developed these strategy, operations, growth management, finance and accounting skills over the past 25 years - that I could really make a difference for small to mid-size companies. Thus, I picked the nuclear option, number three, and started from scratch.
Starting From Scratch
Now the funny part is, I definitely had the most confidence in option number three.
Why? It is because I just spent the last three years working with clients, traveling around the country and in the Caribbean, and getting extraordinary results. I had been doing this “within” companies for the previous 20 years.
But the problem is nobody in the outside world, except for my existing relationships, knew.
So, I buckled up and developed a clear plan to make a difference.
And the decision paid off, within three months, and I earned as much in monthly retainers than I earned in my paid job.
I had heard the rumors from a few of the skeptics from my old company. They said things like, “there’s no way that he can do that especially without us giving him leads.” I heard later on, how surprised they were that I was still in business.
My wife took a bit longer. She was in “show me state” mode. Over time, she developed confidence in the business.
No matter how much success that you personally have had working in the past.
The reality is just most people will have never learned about ever ever heard about you, unless you are a household name like Taylor Swift, or Taylor Swift’s boyfriend, what’s his name again?
Most people have never heard of you
You have to earn trust, one person at a time, and they have to believe that you believe in them. That whatever you provide can make a difference for them.
During that process of creating trust, for people who have never heard and seen you beforehand, you’re going to have to deal with the fact that people are going to reject you. They won’t believe you. They may be like my old company, like my wife, and they will have doubts and fears. They frankly won’t invest in you.
And there’s a difference between those who succeed and those who don’t. When you don’t want to keep going, you still keep trying.
You have to have humility, combined with will, that you will prevail in the end. That is the Vice Admiral James Stockdale paradox, former US Naval Academy graduate, and captured during the Vietnam War - and how he survived 7 years Hỏa Lò Prison (the infamous "Hanoi Hilton") for the next 7 years.
Regardless of the circumstances in front of you, regardless of the challenges that you’re facing, you have to have the belief that you will prevail in the end.
This paradox is written extensively by Jim Collins in Good to Great. See his article here.
And this isn't just about understanding the day-to-day and month-to-month grind. It is getting great results for yourself, your employees, and for your clients.
We will never quit.
As my grandmother used to tell my grandfather, on Saturday mornings, “get up…you can sleep when you are dead.”
Even when you have those who’ve been with you, paid by you, and those who love you tell you that you can’t, it doesn’t mean you should quit.
As Winston Churchill said “We shall fight in France, we shall fight on the seas and oceans, we shall fight on the beaches, we shall fight on the landing grounds, we shall never surrender!”
This is the motivation I have for you today because I’ve sat on the wrong side of the equation and felt like giving up. When I have had to lay off employees, when I’ve been told I’ve done wrong, when I’ve been doubted by many. But the good news is, I did not quit. In every situation, I have come through the other side with results that were even better than my vision.
Believe in something big. Create a strategy. Act. Learn. Act. Measure results. Rinse and repeat.
This is a basic summary of the 7-step process, CAPTAIN Strategy, outlined in the fable, Lost at CEO, An Entrepreneur's Guide to Strategy.
The formula is simple. Actions speak louder than words.
People will tell you that you can’t. You won’t. You haven’t done it before.
I am here to tell you that you can.
When you determine that you only have one choice, you are likely to make that happen. Reach your destination and live the full talents that God is giving you. It’s the only choice.
If you need this type of resolve, this belief, this confidence, and a real action plan to get it done. I invite you to join me with only 40 business owners or seeking an extraordinary 2026. We start Nov 3rd & 4th in Phoenix at The 40 Strategy Growth Workshop.
New Speaker Announcement - Tommy Breedlove, Event MC
Tommy Breedlove is a Wall Street Journal and USA Today bestselling author of Legendary, and an internationally recognized keynote speaker and coach. A former Deloitte professional who rose to become a Shareholder and Board Member at a top financial firm, Tommy walked away from corporate success to pursue a mission of helping high achievers live with purpose, balance, and impact.
His own story of transformation—from surviving childhood violence and incarceration at 19 to rebuilding his life and thriving in corporate leadership—gives him a unique perspective on resilience, growth, and fulfillment. Today, as founder of the Legendary Life Movement, he leads retreats, masterminds, and coaching experiences that empower leaders and entrepreneurs to achieve financial success while staying aligned with what matters most.
Based in Roswell, GA, Tommy shares life with his wife, Heather, and their two dogs.
TAX TIP: Did you know that training and travel to that training is tax deductible?
Existing Credits and Deductions: Training-related Expenses
Current IRS rules allow businesses to deduct ordinary and necessary training and continuing education expenses, provided those expenses maintain or improve skills within the taxpayer’s current business or trade.
Employers may also deduct up to $5,250 per employee per year in educational assistance benefits, which are excludable from the employee’s income.
Additionally, some states may offer their own incentives. For example, some businesses in certain enterprise zones can claim a 12% state tax credit on eligible job training costs for employees or apprentices.
Breaking Down the One Big Beautiful Bill Act - One Week at a Time
Tax Tip of the Week
Existing Credits and Deductions: Training-related Expenses
Current IRS rules allow businesses to deduct ordinary and necessary training and continuing education expenses, provided those expenses maintain or improve skills within the taxpayer’s current business or trade.
Employers may also deduct up to $5,250 per employee per year in educational assistance benefits, which are excludable from the employee’s income.
Additionally, some states may offer their own incentives. For example, some businesses in certain enterprise zones can claim a 12% state tax credit on eligible job training costs for employees or apprentices.
- Wake up 5AM during the weekdays (missed one day if we include 5AM PT)
- Started walks up to 30 minutes through Friday
- 8 thank you notes (but not on track)
- No carbs till noon (mostly)
- Bonus: Tracking at 321 push-ups today (been increasing starting at 1 per day since last December)
