In the drinks business, you constantly hear the warnings:
The category is too saturated.
Distribution is too hard.
Your margins won’t work.1
Pessimists excel at pointing out problems. They sound smart, pragmatic, and safe.
But the industry’s defining success stories were built by optimists. They saw problems, created solutions, and bet on a future the pessimists couldn’t imagine.
Don’t confuse optimism with naïveté. Resilience is a prerequisite even when the future is bright.
1
To be fair, your margins might not work if they stay where they are. Can you improve them?