Hey hey,

The other day I was organizing my backyard, trying to make room for my new hot tub that I’ve been waiting for for–no lie–about three months. It’s finally here and I’m so stoked.

I was carrying things back to my garage and came across a few old boxes labeled “CROSSNET Launch,” moving bins of volleyball nets and worn-out prototypes, and found myself clinging to this one random cardboard box like it was a damn time capsule.

Inside?

Broken pieces from the very first CROSSNET net we ever sold.

Cracked poles. Bent connectors. Some rusted anchors. Nothing functional. Nothing useful. Just history.

But I couldn’t bring myself to toss it. Not yet.

It made me think about how we do the exact same thing in business. We cling to things long past their expiration date–strategies, team members, product lines, even whole companies–because they used to matter. Because at one point, they made us feel like we were on the edge of something great.

Letting go is one of the hardest skills you’ll ever learn as a founder.

But it might just be the most important. So in the spirit of spring cleaning, let’s talk about it.

And most founders don’t have an ideas problem–they have an execution problem.

Let’s talk about it.

The Illusion of “Sentimental ROI”

When I talk to other founders, especially ones early in the journey, there’s a common theme I 

hear when things start going sideways:

“But we’ve put so much time into this."

“We’ve already invested $XX,XXX”

“We’re almost there”

Sound familiar?

It’s called the sunk cost fallacy, and it’ll keep you handcuffed to the wrong things for way too long. I’ve held on to marketing strategies that were dead in the water because they used to work. I’ve kept vendors around because they were with us “since the beginning.”

I’ve delayed letting go of hires because I liked them personally, even if they weren’t cutting it professionally. Each of those decisions cost me money, time, energy–and in some cases, relationships. Letting go feels like failure. But refusing to let go is the real failure.

The People Problem Nobody Talks About

Here’s something I’ve learned (the hard way):

The people who get you from 0 to 1 are rarely the ones who get you from 1 to 10.

And that’s okay.

When you start a brand, especially a scrappy, bootstrapped one like we did with CROSSNET, you hire hustlers. Generalists. Friends who believe in the dream. But as the business scales, so does the complexity. You need operators. Leaders. Specialists who’ve seen a few rodeos. And that means some people don’t grow with the company.

One of the hardest things I’ve ever done as a founder was part ways with a friend who’d been there since Day 1. He was loyal. Supportive. Always down to help.

But the truth is that he was slowing down the business. His skillset didn’t match the stage we were in. It wasn’t easy. I avoided the conversation for months. I justified it a hundred different ways. But once I made the call, iIt unlocked a whole new level for the company.

Letting go isn’t heartless. Sometimes, it’s the kindest thing you can do–for both of you.

It’s Not Just Business. It’s Life.

Here’s the curveball: Letting go isn’t just a business skill.

It’s a life skill.

It’s letting go of the need to please everyone. It’s letting go of the 16-hour workdays that used to make you feel valuable. It’s letting go of the version of success that was someone else’s definition, not yours. I’ve been through all of that this past year.

Learning to say no. Learning to take weekends off. Learning to prioritize my mental health, my relationships, my life–not just my career.

Sometimes, the biggest bottleneck in your business isn’t your product, your ads, or your strategy. It’s the unprocessed sh*t you’re carrying that no longer serves you.

Let. It. Go.

The Best Day in Ecom is FINALLY Here

If you’re serious about building your brand, there’s only one place you need to be: 

The Whalies by Triple Whale.

It’s going down May 14th at City Market Social House in LA–and no, it’s not your typical ecom conference.

No pitch-fests. No smoke and mirrors. Just a real room filled with founders who are actually doing the thing. (Plus a few brand owners you’ve definitely heard of.)

I’ll be out there alongside Aaron, who’s speaking on a panel about Mastering Data Storytelling, aka how top operators actually use data to scale, raise money, and dominate new markets.

This panel's stacked (Chamberlain Coffee pending), and the whole event is shaping up to be a no-BS, highest-level day of learning, connection, and opportunity.

If you’re scaling a brand, you need to be in that room. Period.

Los Angeles
May 14th

Use code TFC_TW40 for 40% off your ticket

We’re also hosting the official Whalies Dinner that night. You already know: best people, best conversations, best food.

If you come to that dinner and are a brand founder, you can get 100% off your ticket by using the code: TFC_TWVIP

Lock in now–then come say what’s up when you see us out there!

What to Let Go Of This Spring

Here’s your challenge this week: Take 10 minutes. Write down what’s been weighing on you.

Team. Tools. Business models. Expectations. Offers. Partners. Habits. Thought patterns. Stories you tell yourself.

Then ask:

“Is this helping me grow?”

If the answer is no, you already know what to do. Spring cleaning isn’t just about emptying the closet. It’s about clearing space–for what’s next.

What’s Next For Me:

This spring, I’m focused on building The Founders Club with more intention than ever. We’re hosting world-class events, launching resources for our members, and scaling the private community that’s quietly becoming the go-to spot for real entrepreneurs.

The kind of place I always wished I had. If you’re reading this and you’re feeling stuck, stagnant, or just… heavy? Maybe it’s not about adding more. Maybe it’s about subtracting the things that no longer fit. And then building from there.

Trust the process, we’re all going to make it.

Until next time,

Chris