Do It Anyway

Kim Tobman knows how to build giants. Having previously led businesses like Savage X Fenty and President of SKIMS, she turns digital shops into household names.

As CEO of The Bouqs Co., she’s transforming the $100B flower industry.

The company is already one of the biggest floral ecommerce brands. Their model can get flowers farm-to-door 3x more efficiently, slashing waste to below 2% and fueling 270 million stems sold.

In just the past few years, Kim has launched 5 retail stores with The Bouqs Co., all profitable in under a year. Now, they’re ready to open 70+ more. These shops can double as fast delivery centers for high-margin weddings and parties.

Bouqs’ brick-and-mortar stores are already thriving. In towns with stores, the brand has seen 100% year-over-year growth.

With $90M+ in recent revenue, this company has become a nationwide flower powerhouse. Become an early shareholder in The Bouqs Co.

Invest in The Bouqs Co.

^{This is a paid advertisement for The Bouq’s Regulation CF offering. Please read the offering circular at https://invest.bouqs.com/}

When I start something new, it feels electric.

The goal is distant. The dream is abstract. Energy is endless. Focus is sharp. Every small step feels meaningful.

Then something shifts.

The moment the work begins to show real results, my motivation drops. Not gradually. Almost instantly. What felt exciting suddenly feels flat. The project I cared about starts to look uninteresting.

It happened again this week.

I ran a small boost on beehiiv and crossed 180 subscribers, my largest increase so far. The numbers are right there in the dashboard. The growth is visible.

And right on schedule, the resistance showed up.

I have seen this pattern enough times to recognize it. It feels like a mix of fear of success and a quiet belief that sustained progress is meant for other people, not quite for me.

In The Big Leap, Gay Hendricks calls this the Upper Limit Problem. An internal thermostat that regulates how much positive change we allow before we unconsciously dial it back.

For builders and creators, it often appears at the exact moment things become tangible. The chase feels safe. The arrival feels exposing.

I do not have a complex system for dealing with it.

I have one rule.

When the motivation disappears, do it anyway.

When you are convinced you are not ready, do it anyway.

The alternative is familiar. Stop. Pivot. Start something new. Then live with the quiet regret of wondering what would have happened if you had just continued.

I am writing and sending this while that resistance is still here. Part of me would rather shelve it and chase a fresh idea. The numbers feel visible now. The stakes feel slightly higher.

I am choosing to continue.

Because every time I have stopped in the past, the regret has been heavier than the discomfort of pushing through. And every time I have kept going despite the flatness, momentum eventually returned.

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If this pattern shows up in your work, your career, or your goals, I would like to hear about it. Hit reply and tell me when you feel it. I read every message.

Growth is not loud. Sometimes it is just the quiet decision to not pull back when things start working.

Thank you for being here as this grows one reader at a time.

— Neon

P.S. Sometimes the bravest move is not starting. It is continuing.