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Yesterday, someone asked me what I'd do differently if I started Steve's Goods over again in 2026.

My first thought was: "Everything."

My second thought was: "Actually, nothing."

Not because I did everything perfectly (I definitely didn't), but because the mistakes taught me more than the successes ever did.

Since it's Friday and I'm feeling reflective, here are the biggest mistakes I made building Steve's Goods - and what they actually taught me about this weird, wonderful industry.

Mistake #1: Thinking Quality Would Sell Itself

What I did: In 2016, I spent months perfecting my gummy formula, sourcing the best ingredients, getting everything tested. I genuinely thought if I made the highest quality CBD gummies, customers would find me and the business would grow itself. What happened: I sold about 12 bottles in the first six months. What I learned: Quality is the entry fee, not the winning ticket. You can have the best product in the world, but if nobody knows about it, it might as well not exist.

This mistake taught me that marketing isn't about tricking people into buying inferior products. It's about helping the right people find quality products that actually help them.

Mistake #2: Trying to Compete on Price

What I did: In 2017, I looked at what other CBD companies were charging and tried to undercut them. I thought being the "affordable premium option" was a smart strategy. What happened: I almost went out of business. What I learned: Competing on price in the CBD industry is a race to the bottom. There's always someone willing to use cheaper ingredients, skip testing, or cut corners I won't cut.

Now I compete on value, not price. I'd rather sell 100 bottles to people who understand why quality ingredients cost more than 1,000 bottles to people who just want the cheapest option.

Mistake #3: Saying Yes to Every Opportunity

What I did: In years 2-4, I said yes to everything. Retail partnerships that demanded impossible margins. Wholesale clients who wanted me to cut quality standards. Trade shows that cost more than they brought in. What happened: I spread myself so thin that I almost lost focus of what Steve's Goods actually was. What I learned: "No" is the most important word in business. Every opportunity costs something - time, money, focus, or reputation. The question isn't "Can we do this?" It's "Should we do this?"

Now I have three criteria for any opportunity: Does it align with our quality standards? Does it serve customers who value what we do? Does it move us toward our long-term vision?

Mistake #4: Not Talking About Money

What I did: For years, I was uncomfortable discussing pricing with customers. I'd apologize for our prices or try to justify them instead of confidently explaining our value. What happened: I attracted customers who didn't value quality and repelled customers who did. What I learned: If you're embarrassed about what you charge, you're either charging too much for what you deliver, or you don't understand your own value.

Now I talk about pricing upfront and honestly. "Here's what we charge, here's why, and here's what you can expect for that investment." People respect honesty, even if they can't afford it.

Mistake #5: Trying to Be Everything to Everyone

What I did: I looked at successful CBD companies and tried to copy everything they did. Sleep gummies, energy gummies, pet products, topicals, oils, capsules. If it had CBD in it, I thought I needed to make it. What happened: I became mediocre at ten things instead of excellent at one thing. What I learned: Focus is a superpower. Being known for one thing done exceptionally well is better than being forgotten for ten things done adequately.

Now Steve's Goods is known for premium CBD gummies. We do other products, but gummies are our core expertise. When people think "quality CBD gummies," I want them to think of us first.

Mistake #6: Believing the Hype Cycles

What I did: I chased every trend - delta-8, nano CBD, water-soluble formulations, "proprietary blends." I thought staying current meant jumping on every bandwagon. What happened: I wasted money and time on trends that disappeared as quickly as they appeared. What I learned: Trends come and go. Fundamentals last forever. Quality ingredients, consistent manufacturing, honest marketing, and caring about your customers never go out of style.

Now I watch trends but don't chase them. If something has staying power and serves our customers better, we'll consider it. Otherwise, we stick to what works.

Mistake #7: Not Building Systems Early Enough

What I did: For the first five years, I did almost everything myself. Manufacturing, customer service, marketing, bookkeeping, shipping. I thought I was saving money by not hiring help. What happened: I became the bottleneck for my own company's growth. What I learned: You can't scale yourself. You can only scale systems. Every hour I spent doing tasks someone else could handle was an hour I wasn't spending on things only I could do.

This mistake cost me years of growth. Now I ask: "Is this something only I can do?" If not, I find a way to systematize it or delegate it.

Mistake #8: Taking Criticism Too Personally

What I did: In the early years, every negative review or customer complaint felt like a personal attack. I'd spend hours crafting responses or lose sleep over feedback. What happened: I almost quit several times because criticism felt overwhelming. What I learned: Feedback is data, not judgment. Customers aren't criticizing me as a person - they're telling me how to serve them better.

Now negative feedback is some of our most valuable information. It shows us blind spots and improvement opportunities we'd never see otherwise.

Mistake #9: Underestimating the Power of Story

What I did: I thought business was just about products and transactions. I focused on specifications, ingredients, and features instead of telling the story of why Steve's Goods exists. What happened: People bought our products but didn't connect with our brand. What I learned: People don't buy products - they buy stories, values, and identities. They want to know why you do what you do, not just what you do.

Now I share the real story - the mistakes, the late nights, the ingredient decisions, the customer calls that kept me going. People connect with authenticity, not perfection.

Mistake #10: Waiting for Permission

What I did: I spent months researching, planning, and waiting for the "perfect" moment to launch products, start marketing campaigns, or make business decisions. What happened: Opportunities passed by while I was still planning. What I learned: Done is better than perfect. You learn more from launching an imperfect product and improving it than from planning a perfect product that never launches.

Now I believe in rapid testing and iteration. Launch, learn, improve, repeat.

What These Mistakes Actually Gave Me

Each mistake taught me something I couldn't have learned any other way:

• Quality without marketing is invisible
• Competing on price is competing to lose
• Focus beats diversification
• Systems beat heroics
• Stories beat specifications
• Action beats planning

The Mistake I'm Probably Making Right Now

I'm sure there are mistakes I'm making today that I won't recognize for another year or two. That's okay. Mistakes are expensive education, but they're still education.

The goal isn't to avoid all mistakes - it's to make new mistakes instead of repeating old ones.

What This Means for Anyone Building Something

Whether you're starting a CBD company, launching a different business, or just trying to build something that matters:

Make mistakes on purpose. Test small, fail fast, learn quickly. Document what you learn. Mistakes are only valuable if you remember the lessons. Share your mistakes. Other people can learn from your experience without paying the same cost. Don't mistake activity for progress. Being busy doesn't mean you're moving in the right direction.

Eight years in, I'm still making mistakes. But they're better mistakes now - bigger risks, higher stakes, more potential for both failure and breakthrough.

That's how you know you're still growing.

Thanks for being part of this journey. Your support, feedback, and even complaints have shaped Steve's Goods into something I'm genuinely proud of.

Here's to making new mistakes in year nine.