Lessons worth keeping.

Appreciate life, catch moments, and do things without asking if they are good or not—people at the end of life have big lists of things they never did and many regrets.

Approach blends from a culinary background to make sure they're layered like a cocktail and create something you want to drink socially.

Talk to customers and show an honest interest about the topic; don't start selling from day one but instead ask questions and listen, because genuine interest will get people to open up and provide information that helps you set up a business. For founding teams of two, establish a 51/49 equity split from the beginning to avoid decision-making problems later.

Stand still and think about your life, whether in business or personal—ask yourself if it's something you really chose yourself or if you're just doing it on autopilot, and whether you're happy. People need to step outside of their environment to experience new things because everything inside feeds the system that takes away creativity. The small moments—what I call whistling moments—are what really bring joy, meaning and connection to everyday life.

Stay as stupid and naive as when you started — it is the energy that keeps you going and resilient.

Paid traffic is just fuel: don't buy ads on a vague hypothesis. Niche down, get the positioning as clear as daylight, and only pay for traffic once clients already find you organically.

Start with co-founders if you can — completely different angles make much richer decisions than building alone.

It will be much harder and take longer than you think — and you only fail if you quit: take feedback, adjust, keep going.

Take risks while you can — don't get so comfortable that you stop; and keep your energy and curiosity beyond work.

Never play safe.

Every day an entrepreneur has three reasons to quit but four reasons to go on.

Talk to your customers, and find both the reason to buy and the reason to use — they are two different things.

Dare to do things, and talk to your lawyers for legal confidence.

Channel disappointment into 'what next' — the connections made in those moments can beat the original plan.