the art of putting it off

aka “I can write this later…”

This is the 50th edition of this newsletter.
Fifty weeks in a row. No skipped weeks. No missed sends.
Even when life was chaotic, busy, tiring
Even when I didn’t feel like writing.
Even when procrastination was whispering, “It’s fine. Just send it tomorrow.”

But we didn’t. We continue to find subject and go through the practice of writing. Fifty times.

We’re not writers. All our lives we’ve put that skill off.

So it feels only right that this week’s edition is about procrastination.
Because honestly?
This one almost didn’t happen. It’s 11pm on Monday night, I have an early alarm tomorrow to drive two hours to Volcan and Dave is on his way to Edmonton for the National Barista Championship. I’m telling you, this one almost didn’t happen.

Let’s talk about it.

That task you keep pushing off.
That idea collecting digital dust.
That thing you swear you’ll get to after just one more espresso.

I’ve got a long list filled with the dreams of “that thing” I want to do.
Obviously I’ll start it tomorrow…
Honestly, I’m waiting for someone to hold me accountable

We all do it.
And often, it’s less about laziness and more about fear
or friction.
for me, fear.

I used to convince myself to “wait for the right moment.”
Then I realized that I’m not perfect, nor are you and neither is this moment.
I didn’t want to put something into the world if not perfect

It doesn’t exist. Perfection doesn’t exist. It’s a subjective feeling.

My definition of perfection is going to be different than yours.

Coffee gets it.
You don’t brew by thinking - you brew by doing.
You start. You pour. You adjust on the fly. It’s never been perfect. There’s never been a perfect coffee.

The cup doesn’t care about your excuses.
It rewards action.

And, so does life.

The act of starting unlocks clarity.
The act of showing up builds confidence, builds trust, builds foundation.
Even if it’s messy. Even if it’s late.

Most of us procrastinate not because we don’t care - but because we do.
Deeply.

The idea matters.
The project has weight. You feel momentum.
And if you try, you might fail.
So it feels safer not to try at all.

But that safety is fake.
It robs you of progress.

Progress doesn’t happen in perfect conditions.
It happens when it’s in motion.

You don't need a lightning bolt of inspiration.
You need a nudge, a deadline, a goal, or someone who cares about you enough to text, “Did you do that yet?”

Here’s your nudge.

Lately I’ve tried to fight my procrastination

Whatever you're avoiding, give it five.

• Write the first line.

• Edit the intro.

• Press record and talk to your phone camera.

Most of the time, five minutes is all it takes to push through the fog.
And once you're in it, you realize
This is what I love.
This is what I’m good at.
This is why I started.

And if you don’t finish today?
Cool.
You’re five minutes closer than you were yesterday.

And just like that, 50 weeks later, you’ve sent 50 completely non-perfect emails to a list of people that seem to keep coming back to read my flaws next week

This newsletter started as an experiment.
A simple commitment: write and send something every week.
No matter what.

Fifty weeks later, it’s a habit, with over 1000 readers.
A ritual.
And a reminder that consistency > perfection every time.

So whether you’re launching a brand, you’re brewing a Geisha, you’re moving to another country to start a business, you’re waiting to buy a new coffee tool, or you’re being patient with your partner as they procrastinate.
Take the first step.
Then the next.

The best things in life take time and our idea of perfection is constantly changing.

Don’t wait for the right moment, as you might blink and see the moment passed

P.S.
If you’ve been procrastinating sharing this newsletter with someone who needs to hear it - now’s a great time.
Let’s hit 50 more weeks together. ☕💥

Distance: Buy the Drip run club. Clocking some kilometers. Help us push a few more kilometers through this week?

Want to join us as we hit the road? Let’s connect on Strava! or, join our Whoop group - just respond to the email and let’s grind together!