It is through tackling challenging tasks that we truly discover our potential, as the Stoics have taught us.

Three years ago, my wife and I embarked on a bold adventure: launching a bookstore in Bastrop, Texas.

Establishing a small business is inherently tough. However, doing so in a pandemic-stricken small town in rural Texas? That’s an entirely different level of difficulty.

Over this journey, we've gained substantial knowledge—about entrepreneurship, literature, and our own capabilities. Last year, I shared insights from our inaugural year at The Painted Porch. Now, with another year behind us, we've gathered additional lessons, some of which required revisiting previous insights. I hope these reflections can offer you guidance and inspire you to create something remarkable in your own life.

[1] Treat Your Venture Like a Business. Many independent bookstores begin with a passion for books or the desire for a fun endeavor. However, seriousness is crucial. I recognized this as a writer: approach it as a professional obligation.

[2] A Bookstore is More Than Just a Store. Our bookstore serves multiple purposes. It’s not just a retail space; it’s my office, my employee's workspace, and the venue for my podcasts and YouTube recordings. Additionally, we lease part of our building to a fantastic record shop called Astro Records. When considering significant risks, seek ways to mitigate them by diversifying your offerings.

[3] Decision-Making Framework. On the Daily Stoic podcast, Matthew McConaughey provided a valuable perspective on decision-making. He’s known in Hollywood for his "Quick No, Long Yes" approach. His rejections are swift, but he allows himself a two-week period to contemplate before committing to a "Yes," during which he considers what keeps him awake at night.

[4] Stay Focused on Your Objectives. Define what success means to you. What indicators are truly significant? Understanding your motivations and metrics for success can help in making informed decisions. For me, simply releasing books, enhancing the community, and maintaining a physical presence are wins—provided they don’t lead to substantial losses.

[5] Avoid Getting Caught Up in Local Opinions. It’s been fascinating to observe the weight of local opinions on our small-town bookstore. However, the town’s size limits its ability to sustain such a business. As you begin your journey, remember that it’s not the local scene you should aim to impress. Focus on broader horizons and don’t allow your immediate surroundings to confine your vision.

[6] Don’t Shy Away from Political Stances. During the height of COVID, we postponed our opening and adhered to safety measures, even when others criticized our choices. Although this may have impacted our business, I sleep soundly knowing we prioritized our community’s safety.

[7] Watch for Scope Creep. Initially, we intended to stock only a few hundred of my all-time favorite titles. However, my ongoing exploration of literature led to an unending temptation to expand our inventory. This phenomenon, known as mission creep in the military, can gradually broaden your objectives. Stay vigilant about your original goals.

[8] Balance Additions with Subtractions. Mark Parker, former CEO of Nike, sought advice from Steve Jobs, who emphasized the importance of focusing on quality over quantity. “Edit,” Jobs advised. Just because something has always been a part of your inventory doesn’t justify its continued presence. We need to be discerning.

[9] Acknowledge Different Experiences in Entrepreneurship. When I’m present at the store, customers are eager to engage with me, while my wife often gets asked about our children. This highlights the disparities in the entrepreneurial experience and the misconception that success is solely about hard work. Recognizing your privileges is essential.

[10] Managing Expectations with Customer Interactions. The influx of visitors seeking my attention can be overwhelming. While I appreciate their enthusiasm, dedicating time to each individual can disrupt my workflow and personal life.

[11] Share Success with Your Team. There’s immense satisfaction in distributing profits or raises to employees. If this doesn’t bring you joy, it’s time to reevaluate your priorities.

[12] Learning from Mistakes. Recently, an employee made a costly shipping error, resulting in a $7,000 bill. I reflected on a story about IBM’s Tom Watson, who reminded a losing executive that he was investing in their education, not punishment.

[13] The Value of Unique Ideas. One of our standout marketing strategies has been our impressive 20-foot book tower, constructed from 2,000 books, 4,000 nails, and 40 gallons of glue. It was a monumental task, but it’s become a major attraction for customers.

[14] Capture Attention with Creativity. We also introduced a striking tree into the store's design. As we transported it, passersby were intrigued. To gain media attention, you must engage in noteworthy activities.

[15] Embrace the Process of Improvement. A quote I cherish from Hemingway states, “The first draft of everything is shit.” The Painted Porch has evolved significantly over time, reflecting continual growth and refinement.

[16] The Timeless Nature of Literature. Yesterday, we sold a copy of The Odyssey, a testament to the enduring appeal of great works. However, it’s crucial to recognize the impact of fresh interpretations, like Emily Wilson’s translation.

[17] Cultivate Your Curatorial Skills. I continue to send out a monthly reading list email, which has proven effective in driving sales. Building and nurturing these assets is vital.

[18] Refresh Your Store’s Layout. When sales dip, we often rearrange our merchandise. This seemingly simple act revitalizes the atmosphere for both customers and staff.

[19] Pursue Your Aspirations. Many people express a desire to open a bookstore, often lamenting that they’ve always wanted to do so. If you have a dream, pursue it. While it may not be easy, the regret of “someday” is far worse.

[20] Embrace Complexity in Decision-Making. The mantra of “Fuck Yes…or No” oversimplifies the decision-making process. My own significant life choices were often fraught with uncertainty. If I only acted on absolute certainty, I would have missed out on transformative experiences.

[21] Maintain High Standards Across Projects. Successful individuals tend to carry their high expectations into new endeavors. However, this can lead to discomfort with anything that falls short of perfection. Embrace the necessity of imperfect beginnings; continual improvement is key.

[22] Resist Complacency After Success. A danger of succeeding against the odds is becoming dismissive of cautionary advice. Just because the bookstore has succeeded doesn’t guarantee future success. I must remain diligent and committed to the hard work required for future ventures.

[23] Consider Each Venture an Experiment. When seeking guidance from Tim Ferriss, he encouraged me to view the bookstore as an experiment with a two-year timeline. This mindset alleviated pressure and allowed me to explore boldly. Now, two years in, we are thriving, but the experiment mentality remains invaluable for tackling future challenges.

So, take the plunge into a demanding endeavor. The growth you’ll experience is likely to be profound and multifaceted.