Going for it. Why you should start now, and figure the rest out later.

I had someone ask me the other day how I knew that Squarespace was the best platform for Boston & Bale’s website.

Well the truth is, I don’t.

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Boston & Bale Makers

I recognize it’s really hard to take that first step towards starting a business or to take a hobby to the next level. It took me months of countless hours researching licenses, packaging, and everything else before starting my cookie company, Kitchen Millie. And I still didn’t feel ready.

But when are we ever completely ready?

Here are three things to think about when debating if you should wait or start today:

1) No one really knows what they’re doing, until they’ve already done it.

No matter how much research you do, you can’t really know what is the best path for a company that hasn’t yet begun. With so many options in today’s world, choosing a logo, or color scheme, or email platform can paralyze us and leave us full of doubt. The reality is, your first pass at it probably won’t be your best. But the fact that you’re progressing is everything.

2) Every company started as an idea. 

Sure, there may be other makers in your industry that are doing the same thing, but who the hell cares. There will always be other companies and products similar to yours, but it’s how you relate to the customer and make their lives a bit better that really matters.

Today, more than ever, customers are craving for human connection and authenticity in a brand. Starting to build your brand at idea conception is the best thing you can do, even if you don’t have much to show. Do you just have a prototype or a shabby sample? Maybe even just a logo? Think about a year from now, the most powerful customers sharing your story will be the ones who were with you from the beginning.

Start today.

3) Things will go wrong, no matter how well you plan.

And often more frequently than you’d think. It may be painful in the moment, but it will make you stronger as a company, a brand, and a person. Plus, it will be a good story to tell in your autobiography when you’re rich and famous.

So I urge you to start today, no mater how daunting it is. And I’ll be your first follower.


Michelle Wax, Founder at Boston & Bale