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Why Am I Building This?

Why Am I Building This?

Aug 28, 2023

Let me drop some entrepreneurial truth bombs on you. Building a business is like a high-stakes game – it's not for the faint-hearted, that's for sure. And if you're venturing into the world of crafting a coffee brand for the seasoned gents, well, get ready to stir up a storm.

I decided to create a coffee for men over 40 who are on the hunt for that extra shot of testosterone. It’s not just about selling coffee; it’s about dishing out vitality, energy, and a better life.

I wanted and needed a product that not only woke me up in the AM, but also made me feel like I could conquer the world all over again. Kind what I felt like when I was in my first year of college. That blind naivete got me into a lot of trouble, but it also opened a lot of doors for me.

Building this business is like taming a beast with a million heads. There have been so many hurdles that we’ve had to overcome including:

  • Getting the right formula
  • Finding the right distributors
  • Identifying packagers
  • Arguiing over a name that sounds like penis (intentionally BTW).

We invite you to join our private Facebook group, a space where men over 35 can come together to discuss their aspirations of fighting the aging process and dealing with life in general.

It’s free to join and the content is invaluable. To request access use this link :

Can I be honest with you for a sec? Balancing the chaos of business with family life is an art that takes time to master. Your wife and kids are your foundation, the fuel that keeps you driving forward. So, while you're conquering the business world, you also have to make time for the moments that truly matter. And by some lucky stroke of God, the two somehow always seem to intersect.

In the midst of sleepless nights, endless strategizing, and meetings that feel like marathons, I am reminded of who I started this journey for in the first place. For you. I’ve imagined you, sipping our coffee, feeling that rush of energy, and striding through the day with confidence. That's the impact I’m striving for.

And if you get a little rush to your power tool-bonus.

So, to all you warriors building businesses, crafting brands, and juggling more than you thought possible – stay sharp, stay relentless, and most importantly, stay connected with the people who mean the world to you. This journey might be a rollercoaster, but you've got the guts to ride it out and the wisdom to enjoy every twist and turn.

Keep. Moving. Forward.

- Paul