Wimp decaf launches tomorrow morning. Get your browsers ready babies!

Tomorrow is a big deal for me. For you, it might be just another Friday (which to be honest, are almost always better than most days), and tomorrow you can order yourself some Wimp Decaf — which is cool. You’re going to love it.

But tomorrow is uniquely special for me because it’s a sea change. It’s another waving goodbye to the hustle culture that almost broke me in half. It’s a waving hello to a different kind of living, and a new way of relating to work. As my friend Chris has often said:

Folks who’ve helped me get here:

So many folks have influenced my path on the long road, but there are some people who jumped into fray of Wimp in a big way. Believing immediately in my cuckoo ideas.

Choosing who you work closest with in business is an insanely challenging matrix of decisions, timing, and luck. I’ve never been so incredibly stoked to have the team we have working on Wimp every day. Matt Patch you are a special kind of artist brother. Not just in roasting, but in how you see the world. Elijah Richards, I don’t know how we got lost from each other at birth, but clearly that’s what happened. Your skill is dynamic. Your strategic mind is a wonder. Your heart is ancient and dear. Liam Tucker, what the heck man?! Is there anything you can't do? Developing the site was your "job", but what you brought in strategy, vision, wonder and just the right dose of British cynicism is a dream. You all are truly my friends, and my gratitude flows.

and thank you! Yes, you there reading this...

I’m thrilled to have hit just the right nerve for you. We’re going to unsuck decaf just for you. I’m wildly grateful for your excitement. I’ll be looking to you to keep me and Wimp accountable to being a great brand, and a transparent and thoughtful company. I promise we’re going to have many failures. May they be recoverable, and may we own them, so that we can really build something worthwhile here.

XOXO,