Hey – It’s Luis.

Most of us spend our hardest seasons trying to get back to happy. What if the word you were looking for was not better — but different?

The Huddle

It was a Sunday morning. 8:30 AM all-team huddle before first service. One of our pastors had just returned from Japan with her family and shared five minutes on what it felt like to be there. The food was different. The way people welcomed you was different. And the toilets were different — heated seats. The kind of small welcome you did not know you needed until you felt it. Like getting into a warm car on a cold morning.

Her main point was simple: travel pulls you out of your routine. It drops you into different. And different wakes something up in you that comfortable never can.

The huddle broke. I was walking out when one of the volunteers turned toward the First Impressions team meeting area and said something out loud that I do not think she meant for anyone to hear.

What does different look like?

She did not know I caught it. It was probably a thought that slipped out. I typed it into my iPhone before I even knew why.

The Question Underneath

Maybe you are standing at the edge of a season you did not choose. The road changed without your permission. Underneath all the weight of it — underneath the adjusting and the showing up and the keeping it together — there is still a question you carry quietly: Is it possible to actually be happy in this? Not when it is over. Not on the other side. Right now, in the middle of it.

That question is the one I want to stay with today.

Summer 2018

My kids’ mom had just filed for divorce. I was in more pain than I knew how to carry. A pastor who had been walking with me for a year sat across from me and said something I was not ready to hear.

This next season will be without your wife. Resist the urge to label it better or worse. Accept that it will be different.

Every instinct in me wanted to call it worse. Every morning, the house felt different. Every school drop-off felt different. The weight of the gap between what I had and what I had now felt like a verdict — like I had to decide whether I was losing or just changing. But grace was not asking me to grade the season. It was asking me to enter it. THEREFORE, I had a choice: hold the old season over the new one, or release the comparison and walk forward.

I kept the word. Different.

The Whisper

Back at the huddle, I sat with the volunteer’s question during prayer.

What does different look like?

The answer that came back was quiet.

Jesus was different.

He came on a donkey when they expected a war horse. The people expected a conquering king — a Messiah who would overthrow Rome and set them free. He came to do something different. Not to free them from an empire, but to free them from something no army could touch. “I came that they may have life and have it abundantly.” (John 10:10) They rejected Him because He did not match the picture they had already built in their minds. Different is what grace looks like when it refuses to perform on our terms.

What I Did With the Fear

One of my greatest fears in that season was transition day. The day Henri and Gemma would pack their bags and go with their mom. Be around her new boyfriend. I could not control any of it. But I could choose what I did with that fear. Instead of letting it pull me toward resentment, I started praying. For my kids’ mom. For her boyfriend. For God to protect Henri and Gemma’s hearts and minds from the mess we had made. It was the serenity prayer in practice — releasing what I could not change and trusting God with what I could not see. That prayer grew my faith in ways I did not expect. If you want the full story of where those seven years of prayer led, I wrote about it here.

Choosing different did not just change my attitude. It changed what I did with my fear.

The Bison

When a storm approaches, a cow turns and runs. It stays inside the storm longer because it keeps moving with it. The American bison does something different. It turns and walks directly into the storm. By facing the wind head-on, the bison passes through faster — because moving toward it is the only way out.

Welcoming different is that turn.

It is not pretending the storm is fine. It is releasing the need to judge what you are walking through — better, worse, fair, earned — and trusting that grace is already in the middle of it, ahead of you, waiting. Resentment feeds on the gap between what you expected and what you got. It will eat you from the inside and separate you from a loving relationship with Christ. Gratitude lives in what is actually here. Different is the word that moves you from one to the other. And the fastest way through is to stop running and walk straight in.

Be a Tourist in Your Own City

Not everyone can book a flight to Japan. But you do not have to cross an ocean to practice different. You can start in your own city. Slow down. Be a tourist where you already live.

Here in San Diego that might mean trading your usual supermarket for Northgate Market or Mitsuwa. A local market where the smells are different, the labels are different, the people are different. You are not going far. But you are paying a different kind of attention. And that is where different begins — not in the destination, but in the willingness to notice what you have been walking past.

Maybe it is not a store at all. Maybe it looks like a morning that no longer matches the one you planned. Maybe it looks like you — still here, still showing up, still reaching for grace in a season that surprised you.

That is what different looks like. And that is enough.

Before the Week Is Out

Be a tourist in your own city. Pick one thing you do the same way every week and do it different. A different market. A different route. A different chair for your morning prayer. Then sit with one word to describe the season you are in right now. Not better. Not worse. Ask God what He would call it — and write it down somewhere you will see it tomorrow.

What is the seed you have been planting that you haven’t seen break ground yet? Reply or leave a comment and tell me. I read every one.

🌸 Happy Grace, Luis

P.S. — Is there a season in your life right now that you have been quietly labeling as worse? What would change if you called it different instead?

Hey – It’s Luis.

Nobody told me winning could feel that good after a loss.

It was fall 2021. Draft day. Team managers and the director. I had watched most of these kids on the field during assessments — but the other coaches had not seen what I had seen.

Before anyone picked up a clipboard, I built a point system. Six categories — outfield fielding, infield fielding, catching, throwing, batting, and speed. Every player rated. As subjective as any eye test is, the numbers gave me an order — and that order showed me players the other coaches had not circled.

When the draft started, I watched the other coaches pick.

Big bodies. Power hitters. Kids who looked the part before they ever threw a pitch.

Round after round, almost every player I had circled was still sitting there.

During the draft, I traded for the Yankees jerseys. The Yankees are champions. That was the vision I had for this team.

By the end, I had nearly everyone my system had flagged — including three players nobody else had circled.

Three of them were girls.

After the draft, the coaches were talking amongst themselves. That is when I heard it. Three girls on one roster — that was the joke.

I smiled. Because I had seen something they had not.

I walked out of that room feeling good.

The System

I had to sell it — to myself first, then to the kids and other coaches.

On offense — forget the homerun.

There are four ways to get on base. Get a hit. Get hit by the ball. Get walked. Steal first base. I did not care how they got there. Getting on base was the win.

But getting on base was just the beginning.

Most players get walked and stroll to first. Our players ran — eyes on the first base coach the whole way — because a distracted pitcher meant we could steal second before he reset.

When the ball went to the outfield, our runners rounded first with intention. Not to stop. To see how far they could go.

A routine single becomes a double.

A deep ball to right that any other team turns into a double, we turned into a triple.

Read the play. Trust your coaches. Commit before the defense can recover.

The pitcher cannot reset fast enough. The infield cannot reset fast enough. The next batter is already in the box. And we had been training for this moment. They had not.

Get on base. Run with intention. Push further than they expect.

That was our way of playing.

On defense — get the ball back fast.

The outfielders were going to make mistakes. That is youth baseball. So we drilled one thing: get the ball back into the infield ahead of the runner, as fast as possible.

Outfielders hit their cut. Infielders aligned to receive it. On a grounder to right we would yell one-one-one — right fielder goes for the out at first, pitcher backs up in case of an overthrow.

No matter what happened, the objective was the same: get the ball into the infield ahead of the runner.

Henri was our closer. Once we had the lead, I wanted him on the mound to hold it. Our offense was scoring seven to ten runs per game. We had margin. When you put that kind of pressure on a team, they crack.

The Reveal

Midway through the season, I asked the team — by a show of hands — who had the most doubles, triples, and stolen bases.

Every hand pointed to Henri.

They were right. Henri had the most. Then I stopped them. I want to show you something, I said. We ran a drill — home plate to third, fastest time.

To the team’s surprise, Henri was not the fastest. He was in the top third. Some of the kids at the bottom of the lineup were flying.

So I asked them: what was the difference?

Boldness and confidence. Henri trusted his coaches waving him on. He committed to the next base and got there before the tag. That willingness to push — it was available to every player on that field.

The Root

”Run with boldness and confidence” did not start on a baseball field.

It started in a car. Fall 2018. Henri and Gemma in the back seat, every morning before school.

Holy Spirit, fill us with strength and courage so we can play, learn, and work with boldness and confidence.

That prayer came from a season in Bible Study Fellowship, as we journeyed through Joshua. One command stayed with me.

“Be strong and courageous. Face your fears. Follow your vision even when you cannot see the whole field.” —Joshua 1:6

I had been praying that prayer with my kids for three years before I ever stood in that draft room. When I walked onto the field with these kids, I already knew what I wanted to give them.

Not just a system. A spirit.

The Kid Nobody Picked

The bottom of the lineup had a kid batting tenth. He did not come through the draft — he was assigned to our team after the fact. My system had rated his speed at 2.5 out of 5.

He was the fastest player on the field.

Nobody knew it yet — not even him. But our way of playing gave him permission to find out.

He got on base. He ran. He pushed for third. He got thrown out.

And we celebrated him like he had just scored the winning run.

Because he had pushed. And that mattered more than the out.

By the end of the season, he was stealing bases and making contact more consistently. Something had opened up in him. Permission to fail will do that.

He is one of the greatest breakthroughs I have ever watched on a baseball field.

Ten regular season games. We lost two. Both by one run. Both were the games Henri was away with his travel team.

When the team heard he would not be there, they were sad. But on game day every player stepped up. And after both losses, the huddle looked like a celebration. Smiles everywhere. They had played as a team.

Henri or no Henri.

We went into the playoffs. Won the first game.

The second game — we were down one run. Sixth inning. One out. Runners on first and third. We were right there. Then the other manager rushed over to the umpire. Called the game on time. Two hour limit. That was it.

The director told me afterward: you should have called me over.

But that’s baseball.

At the end of the season the parents gave me gift cards to Coronado Brewing and Dick’s Sports. And a signed wood cut with one word on it.

Coach.

What The Season Taught Me

When you build something where everyone can contribute — where the goal is getting on base, not the homerun — every player finds a way in. Something opens up. The kid who felt invisible starts to run. The parent in the bleachers starts to breathe again. The team stops playing not to lose and starts playing to win together.

Moneyball helped me build this. The core idea: getting on base is the most valuable thing an offense can do. We applied it to youth baseball, where the margin for error is completely different — outfielders drop the ball, relays break down. And because we got on base at a high rate, opposing teams burned through pitchers faster. Pitch counts add up when you cannot get anybody out. By the time the game was close, their arms were gone.

Other coaches tried to copy our baserunning. They could not hold it. The first time a player got thrown out at third, the hesitation came back. They slid back to their old ways.

Because you can copy a method. You cannot copy what is underneath it.

John 1:16 — from his fullness we have all received grace upon grace. Not one grace. Grace that keeps coming. You get thrown out at third and grace says: try again. That is what we were playing with. That is what the other teams could not copy.

I know what it feels like to bat ninth. I was that kid. And I know what it feels like when someone builds something where you can contribute anyway. That is what I was trying to give them.

I still think about that team. The smiles in the huddle after a loss. A kid batting tenth becoming the fastest player on the field. Runners on first and third with one out — and the game called before we could finish.

That season was won before the last inning. The scoreboard just did not get to finish the story.

Where in your life have you been waiting to be picked — when you could just step up to the plate?

This week: Think of one person in your orbit who has been running hard but has not been seen yet. Tell them what you see. Out loud. That is a seed.

If this resonated — you might also like: She Asked Me to Build Her Chair. I Almost Said No.

What is the seed you have been planting that you haven’t seen break ground yet? Reply or leave a comment and tell me. I read every one.

🌸 Happy Grace,

Luis

P.S. — Did you ever play or coach youth sports? What is one thing you wish someone had told you at the start of a season?

Hey – It’s Luis.

Everybody wants a good day.

A great morning. Kids out the door without a fight. An afternoon that flows.

Nobody plans to be a hot mess by 8 AM.

But Thursdays had a way of finding me before I found them.

The Curb

Thursdays used to work me over from both ends.

Thursday mornings, I would pull up to their mom’s front door to pick up Henri and Gemma.

Some days I was told to wait at the curb.

I would sit there in the car, engine running, watching the door.

Maybe you know that feeling.

You are doing everything right — showing up, holding it together, keeping it moving — and the good day you wanted is already slipping before 8 AM.

That was me on Thursdays.

The seed of all of it was planted years earlier — every morning for seven years, I prayed for her new boyfriend.

A pastor I met at Starbucks — who would later become one of the teaching pastors at my church — gave it a name.

Transition Day.

Kids moving between two homes carry that shift with them.

It doesn’t happen at the door.

It happens slowly — over the length of a drive, if you give it room.

On those days, he told me, they need more grace than usual.

That changed how I saw the morning.

The Game

Henri is fourteen now — a junior tennis player.

But back then, he was that kid — backpack on, iPad out, in a parking lot full of hypercars.

I started taking him to Cars and Coffee when he was five.

He knew the difference between a Lamborghini and a McLaren before most grown men could.

So I built him a game for the drive to school.

We competed. Whoever spotted the car first earned the points.

• Tesla — 5 points

• Porsche — 5 points

• Supercar — 10 points

• Hypercar — 15 points

• Helicopter — 20 points

By the time we pulled into the drop-off line, we had forgotten what the morning felt like at the curb.

We were too busy keeping score.

Henri almost always had the highest score.

That was grace with something to look forward to.

The Other End of the Day

But Thursdays had two ends.

The morning I was learning to handle.

The afternoon was still teaching me.

One afternoon, Henri came home from school and stood at my front door —

backpack still on, the weight of the whole day on him —and he lost it.

I stepped in the way a father steps in when something has to stop.

But afterward, I sat with a weight I didn’t expect.

I had acted.

I had done what needed doing.

But it didn’t feel like I had loved him well in that moment.

The Shift

I brought it to a pastor who had been walking with me for about a year. He would mentor me for the next six. Seven years total — but at that point, we were just getting started.

I told him I didn’t want to repeat what had been done to me as a boy.

That I loved my son.

That getting it wrong in the same moment I was trying to get it right was more weight than I knew how to carry.

He pointed me to Hebrews 12:

“My dear child, don’t shrug off God’s discipline, but don’t be crushed by it either. It’s the child he loves that he disciplines; the child he embraces, he also corrects.”

Then he said something I have not let go of since.

God never punishes out of fear. He disciplines from love.

That was the shift.

Not less correction.

Better posture.

“For from his fullness we have all received, grace upon grace. For the law was given through Moses; grace and truth came through Jesus Christ.” — John 1:16

The Practice

So I changed what I did next.

I would breathe.

Pray.

Take a knee.

Look him in the eyes.

Name what happened.

Then correct — not to vent, not to control, but to love.

And when I got it wrong, I went back.

I took a knee again.

Looked him in the eyes.

Named my fault.

Asked him to forgive me.

That became the practice.

Not a perfect father.

A father who came back.

Today, my kids are older.

I don’t take a knee anymore.

But I still go back.

I still name it.

I still ask for forgiveness.

That part never changed.

What Actually Healed It

They say time heals all wounds.

I’ve seen it up close, and I want to be honest with you —time wasn’t what did it.

Forgiveness did it.

Love did it.

Grace did it.

Thursday mornings, I sat at the curb and prayed.

Today, I’m invited inside for dinner. That dinner has its own story. The night I almost said no.

That’s what grace does when you plant it in the hardest soil and refuse to stop.

The Seed

Your kids don’t need you to get it right every time.

They need to watch you come back.

That’s the seed.

Before You Go

Roger Federer took 15 seconds after losing a point to process it, let it go, and lock in on the next one.

Fifteen seconds. You have that.

The next time a moment gets away from you, don’t try to win it back with more words.

Take a breath.

Say a quick prayer.

Then go back.

Look them in the eyes.

Name it.

Ask for forgiveness.

You don’t need a perfect moment.

You just need a return.

What is the seed you have been planting that you haven’t seen break ground yet?

Reply or leave a comment and tell me. I read every one.

🌸 Happy Grace,

Luis

P.S. Henri and I had our car game. What’s the small, specific thing you do that makes a hard transition lighter for your kid?

Hey – It’s Luis.

Grace almost walked out the front door Tuesday night.

THE MOMENT

It was 9 PM. I had just finished two plates of her chicken — the same recipe she makes for the kids every week, one I hadn’t tasted since she got the air fryer — and it was as good as I remembered. I stood up from the table to leave. She looked at me from across the dishes and said:

“Before you go — can you build my chair?”

I turned around. A big box sat by the front door. I hadn’t even noticed it on my way in.

THE MIRROR

You have been there. Someone asks something of you at the exact moment you have run out of things to give. Your body is already pointed toward the door. The yes would cost you something real.

THE TENSION

I had an email campaign due in the morning. My days run like a relay — ministry, reading, research, writing — and my afternoons run like a different relay, starting at 2:15 PM, picking up kids, practices, dinners, homework, drop-offs. By 9 PM both relays are done, and whatever work is left, I finish alone before midnight.

So I said no. I was kind about it. I explained why. And I started walking toward the door.

THE WHISPER

Somewhere between the dining room and the door, a Proverb surfaced. Not as a thought I was reaching for. As something I could not walk past.

“Never walk away from someone who deserves help; your hand is God’s hand for that person. Don’t tell your neighbor ‘maybe some other time’ when the help is right there in your pocket.” – Proverbs 3:27-28.

I kept walking, but my mind went to the weekend. Maybe I could come back then. But I already knew the answer. Henri had a tennis match. Gemma had rehearsals — this weekend she performs in Newsies Jr., Sundays I am at my church. There was no weekend slot. There was only right now, at 9 PM, standing at a door I hadn’t fully walked through yet.

There is a parable in Matthew 21 about a son whose father asked him to go work in the vineyard. His first answer was no. But then he changed his mind and went.

I went back to the car for my reading glasses. I came back inside. I told her: I will build your chair.

The instructions had nine steps.

THE FRUIT

I was on step two when Gemma came and sat at the dining table to do her homework.

We did not talk much. She had her work. I had mine. But we were in the same room — her pencil moving across a page, my hands working through the instructions — and something warm settled in quietly between us. Something that did not need to be named.

I was approaching step nine when she looked up and said:

“I like it when you are here.”

I finished the chair. I drove home. I stayed up past midnight and got the campaign done. And I would do every bit of it again.

The next morning I picked Gemma up from school and told her the truth. That her mom had asked me to build the chair and my first answer had been no. That I had been almost at the door when something stopped me and turned me around.

She listened the way kids do when they are carrying something bigger than the words.

Then she said:

“I am glad you and mama are friends again.”

Seven years of seed. Right there in one sentence. From a child who watched all of it.

THE SEED

You cannot rush a harvest. But you can keep showing up to plant.

Every morning in the car — my kids in the backseat, the school up the road, the day just beginning — I led us in prayer for their mom and her boyfriend. (If you missed how that started, I wrote about it yesterday — Every Morning for Seven Years I Prayed for Her New Boyfriend.)

Some mornings it felt like planting into concrete. No sign of softening. No sign anything was growing. Just the discipline of returning to plant again.

Tuesday night was not the miracle. Tuesday night was the fruit of a thousand mornings.

I tell Henri and Gemma often that they cannot inherit my faith. They have to stay close to God and tend their own relationship with Christ. But as the steward of this family, I can show them what faith looks like when it is lived in the open — even at 9 PM, even when you are almost at the door, even when your first answer was no.

The son in Matthew 21 changed his mind and went. That is the seed I want my kids to carry. Not that their father was a good man. That God changed the mind of a man who almost walked out — and made him useful.

THE SEND-OFF

Somewhere in her house right now, there is a chair I built at 9 PM on a Tuesday. My daughter watched me build it and said little. She just did her homework at the table while I worked.

The harvest is not always dramatic. Sometimes it is smaller than you imagined. Sometimes it is a child at a dining table. Sometimes it is one sentence in a car on the way home from school.

Those seeds you are planting in the dark — they are not lost. They are just not ready yet.

ACTION STEP

Is there a no you said recently that is still sitting in your pocket? A request you walked away from because the timing was wrong, the energy was gone, the cost felt too high?

Pray and ask God if that no is still the right answer — or if He is asking you to go back for your reading glasses.

What is the seed you have been planting that you haven’t seen break ground yet? Reply or leave a comment and tell me. I read every one.

🌸 Happy Grace,

Luis

P.S. — Is there someone in your life right now asking for your hand? What is the one thing stopping you from turning around?

Hey — It’s Luis.

In the summer of 2018, my marriage ended. That fall I took my daughter Gemma — four years old — to a Hillsong Worship concert.

The next morning, she looked at me over breakfast.

“Papa. When I grow up, I want to sing with the worship team at church.”

My heart stopped. In the best way.

We had been separated since June. Her mom had already started a new relationship. My heart had just been cut in half.

Two things at once

Maybe you know what it feels like to hold two things at once.

The joy of your child’s voice. And the weight of everything falling apart underneath it.

Maybe you are reading this in a season where you are doing everything right — showing up, holding it together, keeping it moving — and it still feels like winter. Like the ground is frozen. Like nothing is growing, no matter how much you give.

I was there. For a long time.

Strange and small

In that moment — Gemma’s little voice still in my ears — God gave me something I did not ask for.

A vision.

Gemma on a worship stage. Singing. And her mom walking through the doors of the church to watch her.

I sat with that picture for a long time. Because I knew what it meant.

I could not be the obstacle standing between her mom and that door.

Not through bitterness. Not through the story I kept telling myself about what had happened and who was to blame. If I held onto that, I would poison the very thing God was showing me.

There is a scripture I held onto in that season. Paul writes in 1 Corinthians 7:

“God has called us to make the best of it, as peacefully as we can. You never know, husband: The way you handle this might bring your wife not only back to you but to God.”

You never know.

I did not know. I still do not know. But I was not willing to make it harder.

So when God convicted me to make peace — not just feel peace, but make it — I understood why.

It was still the hardest thing I had ever been asked to do. Home was different now. But I had been freed from alcoholism. And a mentor once looked me in the eye over coffee and said something I could not shake:

“He who receives much forgiveness, forgives much.”

I had received so much grace I did not deserve. How could I withhold it?

So the next morning, I picked up my kids. We drove to school. And I started something that felt strange, small, and almost embarrassing.

I led us in prayer.

“Dear Heavenly Father, we pray for Mama and her boyfriend.”

It felt weird. My flesh resisted every word. But I trusted God more than I trusted my feelings.

So we kept praying. Every morning. My kids in the backseat. Seed after seed after seed.

A debt no one can repay

Jesus tells a story about a king who forgives a debt so large it could never be repaid. Then that same man walks out and grabs his neighbor by the throat over something small.

I have thought about that story more times than I can count.

Because I know what it is like to hold someone by the throat. Not literally. But in your mind. In the story you keep telling yourself about what they did and what they owe you and why you are still waiting for an apology that is never coming.

That grip does not hurt them. It only hurts you.

James 3:18 says:

“A harvest of righteousness is sown in peace by those who make peace.”

You cannot rush a harvest. You prepare the soil. You plant the seed. You trust God with the rest.

The harvest — and what is still coming

Last year, my son Henri was in a tennis match. He hurt his ankle early on. He was losing. Then he came back and won.

His mom and I both watched from the stands.

We walked to the parking lot together afterward.

She said out loud —

“Your dad and I are friends again.”

I smiled. “I never stopped being your friend.”

She laughed. “Well, I did… huh.”

Thanksgiving 2025, she sat at my brother’s table. On Christmas Eve, she was with us again. Christmas Day I was invited to her sister’s house.

It took seven years.

Seven years of grace upon grace. Forgiveness upon forgiveness. Morning prayer after morning prayer in a car with two kids who had no idea what their dad was planting.

In March, I picked up my kids from their mom’s house. While I waited for them to get ready, she offered me breakfast.

But the vision is not finished yet.

Gemma has not stood on that stage. Her mom has not walked through those doors.

That is still coming. And I am still planting.

What I want you to do this week

Who are you holding by the throat?

Take inventory. Recognize they can never pay you back. Then cancel the debt — and free yourself in the process.

Think of one person you have been holding at arm’s length. You do not have to call them. You do not have to forgive them completely today. Just pray for them once. By name. Out loud.

That is the seed. It will feel weird. Do it anyway.

Come into this season with clean hands and a soft heart. Trust God with what grows.

What is the seed you have been planting that you haven’t seen break ground yet? Reply or leave a comment and tell me. I read every one.

🌸 Happy Grace,

Luis

P.S. Who came to mind just now? You don’t have to tell me who. Just notice that they did.

From: Just West of Otay Lakes

Hey – It’s Luis.

Last weekend, I watched my son, Henri, lose in the semifinals of a Junior Tennis Tournament. Losing stings like a hornet. However, what I observed taught me something powerful about perspective and what sets champions apart from everyone else.

You will not win every point, every game, every match, every deal, every time.

This year taught me five perspective shifts that changed everything. These shifts work whether you're building a business, raising a student athlete, or pursuing any long-term goal.

Shift #1: From Reacting to Responding

Replace emotional reactions with objective feedback and trust.

This tournament was filled with parents coaching their kids even though it's against the rules. Players threw tantrums and smashed rackets.

I used to coach Henri too. Then a master tennis coach shared something that changed everything:

"High level players require high level parents." I realized I needed to level up my own mindset to better support my player.

Reading The Inner Game of Tennis helped me understand that parents are like Self 1 - the critical voice that doesn't trust Self 2, the natural ability of the player. This year I stopped taking extensive notes during Henri's matches and started using the Smashpoint app to track his stats. With the data, we could review two things after a match: what he did well and what he could improve.

This shifted the conversation from me telling him my observations to us reviewing statistics together.

Shift #2: From Wins to Development

Focus on building the foundation, not chasing results.

A master tennis coach shared something with us parents that shifted my entire outlook. After explaining the importance of playing more matches and focusing on development, he finished with this:

"None of it matters until they turn 16."

That statement gave me the long-term perspective I needed. Suddenly, weekend tournament results became data points instead of life-or-death moments.

Henri needed to build stamina by playing full sets with ads to be ready for higher-level tournaments.

Strategy is effective when you prioritize long-term development over short-term gains.

Shift #3: From Outcomes to Vision

Keep your vision clear, even when individual results disappoint.

Henri's goal is to play at Wimbledon.

Everything flows from that vision. When Henri lost in the semifinal, he still accomplished our mission. He added 40 points to his USTA ranking, improving his national seeding, and his UTR went up, too.

Our goal was to finish strong and earn as many points as possible. It's like having a big goal (win the tournament) and a little goal (earn as many points as possible).

In business, your vision determines how you respond when challenges arise. As Richard Branson says, "Business opportunities are like buses; there's always another coming around."

One deal is just one deal when you have a clear destination.

Shift #4: From Perfect to Persistent

Accept that losing is part of the game, even for champions.

Roger Federer shared something that will surprise you. Even the best tennis player ever won only 54% of his points. That means he lost almost half the points he played. Federer said, "The best in the world are not the best because they win every point. It's because they know they lose again and again and have learned how to deal with it."

"The best players expect to lose points and keep fighting anyway. Henri carries a mental picture of grit: Carlos Alcaraz cramping at Wimbledon but refusing to quit. We watched Carlos stay in the fight when his body wanted to give up."

The key is persistence, not perfection.

Shift #5: From Avoiding to Learning

Use both wins and losses as information to improve.

Enzo Ferrari knew something most people miss about winning and losing. As documented in Enzo Ferrari: The Man and the Machine, Ferrari said: "When one loses one knows what has to be done. When one wins one is never sure."

Losing gives you a clear map of what needs fixing. Winning leaves you guessing which parts actually worked. In business and life, your worst setbacks often teach you more than your biggest wins. The key is having the right perspective to learn from both outcomes.

Champions develop the long view - it serves them whether they're winning or losing.

These five shifts changed how I support Henri and how I approach my own challenges. The right perspective has a strange way of cutting obstacles down to size.

P.S. Which of these perspective shifts resonates most with your current challenge? I'd love to hear which one you're working on.

From: Just West of Otay Lakes

Hey – It’s Luis.

Welcome to Day 24 of the 30-Day Writing Challenge!

A few days ago, my son turned 13. Last night, we started watching "Becoming Warren Buffett" on Max. I loved seeing his eyes light up as he connected the dots to "The Richest Man in Babylon," which he read this summer. These moments of discovery remind me why I do what I do.

Now, on to today’s writing...

The path of an entrepreneur is never straight, but these six quotes have guided me through every twist and turn.

1. Find What You Love

“You’ve got to find what you love. And that is as true for your work as it is for your lovers. Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do. If you haven’t found it yet, keep looking. Don’t settle.” –Steve Jobs delivered this wisdom in his legendary 2005 Stanford commencement speech, one year after his cancer diagnosis.

When I felt lost in my business, these words guided me back to my passion for teaching and mentoring others. The moment I aligned my work with my heart, everything changed.

Your purpose is waiting – trust your heart to find it.

2. Trust in Something

“Again, you can’t connect the dots looking forward; you can only connect them looking backward. So you have to trust that the dots will somehow connect in your future. You have to trust in something — your gut, destiny, life, karma, whatever. This approach has never let me down, and it has made all the difference in my life.” –Steve Jobs shared this insight during the same Stanford speech, reflecting on dropping out of college and starting Apple in his garage.

Every pivot in my journey felt scary at first, but looking back, each step led exactly where I needed to go. That first leap from dropping out of the corporate world to entrepreneurship taught me to trust my instincts.

Faith isn't blind – it's courage in action.

3. Learn What People Want to Buy

“Now, pay attention. The very first thing you must come to realize is that you must become a "student of markets". Not products. Not techniques. Not copywriting. Not how to buy space or whatever. Now, of course, all of these things are important and you must learn about them, but, the first and the most important thing you must learn is what people want to buy.” –Gary Halbert, The Boron Letters

Over the past two decades, my company has built success by understanding a simple truth: advertisers want leads, and people want practical, useful information. When you help them connect, you create value for both sides.

The market always tells the truth.

4. Share your Knowledge

“After you’ve invested in your own growth, you’re ready to move into contribution to start sharing your knowledge with others.” –Russell Brunson, Expert Secrets

My biggest breakthroughs came when I started paying it forward through recovery ministry and Bible studies. Just as the Bible teaches us to be fruitful and multiply, I've learned that sharing knowledge creates ripples of transformation. The marketing legends showed me that success multiplies when shared.

Your knowledge is someone else's breakthrough waiting to happen.

5. Expand your Freedom

“Expanding your freedom is the ultimate purpose of the entrepreneur’s journey, and there really is no end to how much freedom you can have or create.” –Dan Sullivan; Benjamin Hardy, 10x Is Easier Than 2x: How World-Class Entrepreneurs Achieve More by Doing Less

Through recovery, I learned that true freedom isn't just about me. It's about helping others break free – from addiction, limiting beliefs, and whatever holds them back. Two decades of entrepreneurship taught me that real freedom comes in four forms: time, money, relationships, and purpose. When you help others gain these freedoms, your own freedom expands.

Your breakthrough becomes their breakthrough.

6. Find The Right Market

“Think about it. When it comes to direct marketing, the most profitable habit you can cultivate is the habit of constantly being on the lookout for groups of people (markets) who have demonstrated that they are starving (or, at least hungry) for some particular product or service.” –Gary Halbert, was known as "The Prince of Print" and became one of the most successful direct response copywriters in history

Success found me when I stopped pushing products and started serving hungry markets. Direct Response Advertisers showed me what a truly hungry market looks like.

Find “a starving crowd” first – the rest will follow.

Keep these quotes close as you build something that matters.

P.S. Which of these quotes resonates most with your journey right now? Reply and let me know – I read every response!

From: Just West of Otay Lakes

Hey – It's Luis.

Welcome to Day 22 of the 30-Day Writing Challenge!

The digital marketing landscape is constantly changing. Success brings challenges you cannot foresee until you reach the summit and discover where the next peak is. Focus on the gain, not the gap, and look for the path.

Now, on to today's writing...

Every email is an opportunity to strengthen or weaken your relationship with your audience.

Mistake #1: Not Defining Your Target

Who are you trying to reach?

When planning a campaign, you must always have a specific target. Define your target audience: demographically, geographically, culturally, and spiritually. The job is to identify only those most likely to respond to your message within a market.

Focus on those most likely to respond to your offer.

Mistake #2: Not Personalizing Your Avatar

Create an ideal customer profile before you write a single word.

Next, name an Avatar based on the ideal customer profile. Then, start brainstorming and discussing what they might find interesting or relevant. For example, if you were prospecting for customers obsessed with Japanese denim, you could name your avatar Denim Denny, Indigo Ian, or Selvedge Steven. Then, at your weekly marketing meeting, discuss what you've learned about Denny or ideas for content Denny might find interesting.

Your avatar guides every marketing decision.

Mistake #3: Not Segmenting Your Audience

Not all customers are equal.

After building your email list, segment customers with data. Start by creating a VIP segment of your super customers. Next, create a segment of customers by their average order value. As Noah Kagan says, "Email is the most valuable channel because it allows you to own the distribution and communication with your customers."

Now, you can start sending targeted campaigns to your different customer segments.

Mistake #4: Sending Irrelevant Emails

Turn your marketing into a conversation with your Avatar.

"The more relevant your content is to an audience, the more they will be interested in consuming it, and the more reach you'll get," says Gary Vaynerchuk. Focus on messages that align with your brand and deliver real value to your target audience - every email should serve a clear purpose.

Make every message speak directly to your audience.

Mistake #5: Not Repeating Your Winners

Success leaves a clear blueprint for future wins.

As I wrote in Letter 11, David Ogilvy taught us to "Concentrate your time, your brains, and your advertising money on your successes. Back your winners, and abandon your losers." In email marketing, this means identifying your control campaigns - the ones that consistently perform - and using them as your benchmark. Start with proven performers, spot missed opportunities, and then look for ways to improve upon what already works.

Your best campaigns deserve an encore.

Mistakes are inevitable, but learning from them is optional.

P.S. What's your biggest email marketing challenge right now?

From: Just West of Otay Lakes

Hey – It's Luis.

Welcome to Day 20 of the 30-Day Writing Challenge!

The Alchemist is the book that prepared me for the most important journey of my life.

Reason #1: Signs Are Everywhere

Life leaves clues to guide you toward your dreams.

For an entire year, I listened to The Alchemist on repeat, not fully understanding why this story kept calling me back. What I didn't realize was that these words were preparing me for my own transformative journey—my path to recovery from alcoholism. Just like the shepherd boy following omens in the desert, each listen was laying the groundwork for the moment when I would hit bottom and find my way to the Twelve Steps.

Your dream is already sending you messages—you just need to learn to read them.

Reason #2: Decisions Shape Destiny

One brave choice can change everything.

The shepherd boy had to choose between his comfortable life with the sheep and the uncertain path toward his treasure. My pivotal moment came when I decided to turn my life and will over to the care of God. Like trading my old life for the promise of a new one, this decision changed everything. The size of the step doesn't matter nearly as much as the faith it takes to take it.

Your next big breakthrough starts with a single surrender.

Reason #3: Tests Reveal Strength

The biggest tests come right before your biggest breakthroughs.

A wise pastor gave me life-changing advice during my darkest moments: instead of asking God to remove your pain or fear, invite Him to walk through it with you. This simple shift in perspective changed everything. Just as the shepherd boy faced his greatest challenges in the desert, our hardest moments often precede our most profound transformations. The experience taught me that when you invite God to walk beside you through your trials, you emerge with a faith and strength you never knew you had.

Your challenges aren't meant to break you—they're meant to reveal who you can become.

Reason #4: Action Creates Wisdom

Real learning only happens through experience.

The book shows us that wisdom comes from doing, not just knowing. When I took action despite my fears, it was because I believed in a promise for my life—a promise bigger than my fears. Every step forward, no matter how small, taught me something about faith, courage, and trust. Looking back, these moments of action, even when terrified, became the foundation of my new life.

Your heart already knows the way—you just have to be brave enough to follow it.

So, what is the new thing you dream of?

P.S. What promise for your life is worth taking action for, even if you're afraid?

From: Just West of Otay Lakes

Hey – It's Luis.

Welcome to Day 19 of the 30-Day Writing Challenge!

I’m watching The Agency on Paramount+ now. I also enjoyed The Day of the Jackal, Black Doves, Lioness, and Slow Horses this year.

Now, on to today's writing...

After twenty years in email marketing, I've learned these three foundational principles that can transform your career.

Advice #1: The Strategy of Preeminence: Put Others First

The most successful email marketers focus on giving value before asking for anything in return.

Marketing legend Jay Abraham perfectly captured this principle when he said, "The more value you give others, the more value you generate." I've witnessed this principle transform businesses across every industry I've worked in. At my son's tennis shop, I see it in action daily—the shopkeeper treats junior players like family, building relationships that span generations.

When you genuinely put your client's needs first, success follows naturally.

Advice #2: Building Long-Term Relationships: The Power of Compound Interest

Email marketing success isn't built on quick wins—it's built on lasting relationships.

Naval Ravikant explains it best when he says all returns in life come from consistent effort over time. Working with the right people isn't just about immediate gains; it's about building connections that grow stronger year after year. As you develop your expertise and take on more responsibility, these relationships become your most valuable asset.

The real magic happens when you combine expertise, relationships, and time.

Advice #3: Share Your Knowledge: The Power of Teaching

The most trusted email marketers are those who generously share their knowledge.

Think about beloved teachers like Bob Ross and Martha Stewart—they became legends by freely sharing their expertise. Email marketing works best when you treat it first as media (connecting with people) and second as commerce (selling products). These teachers show us that when you openly share your knowledge and experience, you build trust with your audience in ways that no sales pitch ever could.

Give your best insights freely, and your audience will naturally want to support your success.

P.S. What's the most valuable piece of business advice someone has shared with you? Reply and let me know—I'd love to hear your story.

From: Just West of Otay Lakes

Hey – It's Luis.

Welcome to Day 18 of the 30-Day Writing Challenge!

Tonight, I worked the merchandise table at my daughter's Nutcracker performance. While selling dolls and ornaments, I thought about how we can learn valuable things without spending much money.

Now, on to today's writing...

The Real Cost of Business Education

Many people think you need lots of money to learn about business.

Business schools want you to pay $100,000 or more for an MBA. Coaches charge thousands of dollars for their advice. Even basic online courses cost more than most people can afford. But here's the good news: some of the smartest business people share what they know for free.

You just need to know who to learn from.

Meet Alex Hormozi

@alexhormozi

Alex knows how to help businesses grow bigger, faster.

He started by building his own successful companies. Then he started helping other business owners grow their companies too, using the same methods that worked for him. Now, he shares all his best ideas on YouTube for free, showing everyone that his advice works.

He proves that people trust what you say when you share your best ideas freely.

Good read: $100M Offers: How To Make Offers So Good People Feel Stupid Saying No

Dan Martell's Success Blueprint

@danmartell

Dan shows us that your past doesn't define your future.

He had a rough start in life but turned things around through business. Now he teaches others how to build companies in a way that's easy to understand. He takes big, complex ideas and breaks them down into simple steps anyone can follow.

His videos feel like learning from a friendly teacher who really wants you to succeed.

Good read: Buy Back Your Time: Get Unstuck, Reclaim Your Freedom, and Build Your Empire

The Tennis Spin Strategy

@TennisSpin

Harry shows how being really good at one thing can help you reach people worldwide.

From his small tennis shop, he makes videos answering every question tennis parents might have. He knows everything about tennis rackets, strings, and equipment. His specific knowledge helps people all over the world make better choices.

His channel proves that when you help people solve specific problems, they'll find you no matter where you are.

Why This Matters

These channels teach you things you can't learn from textbooks.

They share real stories about what works and what doesn't. You get to learn from their mistakes without making them yourself. They show you exactly how they built their businesses step by step.

It's like having three successful business owners as your personal teachers—for free.

P.S. Which YouTube channel has taught you something valuable? Tell me about it!

From: Just West of Otay Lakes

Hey – It’s Luis.

Welcome to Day 17 of the 30-Day Writing Challenge!

Yesterday, I watched the latest episode of Silo.

Now, on to today’s writing...

In business, speed wins.

Moving fast helps you do more with less. It surprises your competitors. It helps you grab opportunities. And it builds momentum.

Out of all the marketing tools I've tried, one saves me hours every week:

Canva.

Canva is a solid alternative to Adobe for my digital marketing work. Since 2020, I've used Canva's premium features through Pro and Team plans to design client email newsletters.

Here's why it works for my needs:

1. Click and create

Canva makes creating and sharing professional designs easy. Choose a template or size and start designing. No training is needed, and the interface feels as natural as using your phone.

2. One-click background removal

With Canva's premium features, you can remove photo and video backgrounds in one click.

3. Premium content

Upgrade to Canva Pro or Team, and you get unlimited access to 100+ million photos, templates, graphics, and videos.

4. Team-friendly

The Team plan makes collaboration seamless. Share designs instantly and switch between client accounts easily. As John C. Maxwell says, "Teamwork makes the dream work."

Bonus: Works anywhere

Just like cutting cable TV in 2007, moving from Adobe to Canva simplified my workflow. Now I design from any browser, no heavy software needed.

If you frequently create:

• Marketing materials that need quick turnaround

• Social media posts for multiple clients

• Presentations with standard templates

Canva might be worth exploring.

P.S. What's your go-to tool for creating social media content? Reply and let me know!

From: Just West of Otay Lakes

Hey – It’s Luis.

Welcome to Day 16 of the 30-Day Writing Challenge!

I just finished writing about how to build wealth yesterday. Even with busy holidays and unexpected storms, I kept going. Clear skies ahead!

Now, on to today’s writing...

Every successful business owner started just like you—wanting to learn from others. While I usually like reading books, there's one podcast that really gets me excited: Founders by David Senra.

Want to learn from the best? Set aside one hour each week for this podcast. Here are five amazing stories to start with:

#200 James Dyson (Against The Odds)

Start with this one to learn about not giving up. Dyson failed 5,127 times before making his first good vacuum cleaner. His story will show you that it's okay to fail—as long as you keep trying. The magic happens when you fall in love with solving problems.

#217 Estée Lauder

Want to see how loving what you do leads to success? Lauder started with just four face creams and a strong belief in herself. She cared so much about her products that she would teach strangers how to use them. That's how she built her makeup empire—by truly caring about helping people feel beautiful.

#316 Bugatti

Ever wonder if your hobby could become a business? Bugatti was crazy about making cars. He turned his love for engines into beautiful machines that people still talk about today. Your passion isn't just a hobby—it might be your ticket to success.

#351 The Founder of Rolex: Hans Wilsdorf

Think you need to be first to win? Think again. Watches existed long before Rolex, but Wilsdorf told their story better than anyone else. He shows us that it's not about being first—it's about being different and better.

#296 Bernard Arnault

Where others saw problems, Arnault saw chances to win. People said his idea to put luxury brands together wouldn't work. Now he runs LVMH, one of the biggest luxury companies in the world. This shows that patience and smart thinking can build something huge.

BONUS: #189 David Ogilvy

Worried you're too old to start? Feel like an outsider? Ogilvy started writing ads at 38, knowing nothing about advertising. Three years later, he was the best in the world. Your different life experiences aren't bad—they're your secret weapon.

These aren't just success stories—they prove that you can do big things too. Each person started with just an idea and the courage to try. Their stories show you what's possible.

P.S. Your story starts now. Which one will you listen to first? Hit reply—I'd love to hear your choice.

From: Just West of Otay Lakes

Hey – It’s Luis.

Welcome to Day 15 of the 30-Day Writing Challenge!

After publishing 🏔️ How to Turn Resistance Into a Spark for Growth, I reflected on the themes I’m most passionate about writing:

• Freedom

• Wealth

• Happiness

Today, I’m diving into a mashup of two brilliant thinkers: Paul Graham’s How to Make Wealth, and The Almanack of Naval Ravikant: A Guide to Wealth and Happiness by Eric Jorgenson.

These insights have shaped how I think about creating value in the modern world.

Here’s what I’ve learned:

1. Understand the Difference Between Money and Wealth

“Money is not wealth. It's just something we use to move wealth around.”

So, what is wealth?

“Wealth is assets that earn while you sleep. Wealth is the factory, the robots, cranking out things. Wealth is the computer program that’s running at night, serving other customers. Wealth is even money in the bank that is being reinvested into other assets, and into other businesses.” –Naval Ravikant, entrepreneur and investor

Wealth is what we truly want—assets that keep working for us, even when we’re not working.

2. There’s No Scarcity of Wealth

“The people most likely to grasp that wealth can be created are the ones who are good at making things, the craftsmen.” –Paul Graham

Wealth is infinite because it’s about creating value, not taking it. You’ll get rich by figuring out what people want and delivering it to them at scale.

3. Find and Build Specific Knowledge

“Specific knowledge is found by pursuing your genuine curiosity and passion rather than whatever is hot right now.” –Naval Ravikant

Specific knowledge is unique, hard to teach, and even harder to automate. Examples include:

• Copywriting – The foundation of persuasion in marketing and communication.

• Coding – Building apps, websites, and software to solve problems or create value.

• Storytelling – Crafting compelling narratives for brands, marketing, or content creation.

• Personal Branding – Developing a unique voice and authority in a niche market.

• Content Creation – Producing videos, podcasts, or articles that resonate with audiences.

• Negotiation Skills – The art of closing deals and creating win-win outcomes.

• Community Building – Cultivating engaged online or offline groups for shared goals.

Specific knowledge sets you apart, making you valuable in a competitive world.

4. Take On Accountability

“What you want in life is to be in control of your time. You want to get into a leveraged job where you control your own time and you’re tracked on the outputs. If you do something incredible to move the needle on the business, they have to pay you. Especially if they don’t know how you did it because it’s innate to your obsession or your skill or your innate abilities, they’re going to have to keep paying you to do it.” –Naval Ravikant

Freedom comes when you’re paid for results, not hours. Creators, salespeople, and entrepreneurs live in this space, where their outputs—creative works, sales, and value creation—determine their income.

“Learn to sell, learn to build. If you can do both, you will be unstoppable.”

5. Find A Position of Leverage and Measurement

“To get rich you need to get yourself in a situation with two things, measurement and leverage. You need to be in a position where your performance can be measured, or there is no way to get paid more by doing more. And you have to have leverage, in the sense that the decisions you make have a big effect.” –Paul Graham

There are four types of leverage:

• Content: Platforms like YouTube channels, podcasts, paid newsletters, and published books that scale your voice and expertise.

• Capital: Using resources from banks, customers, lenders, or investors to amplify opportunities and growth.

• Code: Creating scalable tools like software, SaaS platforms, digital products, or online games that work while you sleep.

• Collaboration: Partnering with affiliates, artists, creators, or influencers to expand reach and impact.

“Code and media are permissionless leverage. They’re the tools of the newly rich. Create software or media that works for you while you sleep.” –Naval Ravikant

Wealth creation is about building, refining, and scaling value. It’s not about luck—it’s about clarity, skill, and focus.

P.S. What’s the best insight you’ve learned about wealth creation? Hit reply—I’d love to hear about it!

From: Just West of Otay Lakes

Hey – It’s Luis.

Welcome to Day 14 of the 30-Day Writing Challenge!

Yesterday, I was nodding off at the keyboard as I pushed late into the night to ship: 🧩 The Copywriting Playbook I Wish I Had at the Start. With my son on minimum days at middle school and my daughter performing in The Nutcracker this weekend, my margin is tight.

Now, on to today’s writing...

Plato famously wrote, “Our need will be the real creator,” which evolved into the English proverb, “Necessity is the mother of invention.”

Resistance Stands Between You and Your Calling

“Most of us have two lives. The life we live, and the unlived life within us. Between the two stands Resistance.” –Steven Pressfield, The War of Art.

There’s a calling on your life. I suspect you know it. I suspect you’ve wrestled with the tension of knowing you’re being called to level up and leave your comfort zone.

What stands in your way is Resistance—a cunning and baffling enemy that feeds on your fears, doubts, and excuses. Resistance doesn’t want you to take the high road to a new freedom.

For years, I refused the Call.

Every year after Labor Day, I’d hear a whisper to publish my newsletter—a space to share my thoughts, lessons, and ideas. But every year, I found an excuse.

The busy retail season would come, and I’d bury myself in work. By the time I looked up, the moment had passed.

The cycle repeated itself for five years.

I was the plumber with leaky pipes at home.

The Shift That Changed Everything

“There is an ancient proverb that tells us that you become your thoughts. Your thoughts are the road map to your future. If you transform your thinking, you will transform your life.” – Erwin McManus, Mind Shift: It Doesn’t Take a Genius to Think Like One

What finally broke the cycle was realizing this: Everything good in my life came from wanting, not needing.

I became a business owner because I wanted it more than anything. I followed my heart into the unknown, trusting we’d figure it out.

I recovered from alcoholism because I wanted the promises of new freedom and happiness. I committed to the Twelve Steps because I wanted my drinking problem removed.

“The Abundance of Wanting is greater than the Scarcity of Needing.” – Dan Sullivan and Benjamin Hardy, 10X Is Easier Than 2X

For too long, I’d been operating from fear and scarcity instead of abundance and creation.

The 4C Framework for Breakthroughs

“A dream is worthless until you wake up and act on it. You will never fulfill God’s dream for your life until you press through the decision phase of faith.” –Rick Warren, Created to Dream

Dan Sullivan’s 4C Framework gave me a clear path:

1. Commitment – Decide and move forward.

2. Courage – Step into the unknown and embrace the discomfort.

3. Capability – Learn through action, failure, and feedback.

4. Confidence – Confidence grows when you prove to yourself that you can do hard things.

Every breakthrough begins with a single step of commitment.

My Breakthrough: The 30-Day Writing Challenge

This year, I broke the cycle of false starts by joining a 30-Day Writing Challenge. Programs like Ship 30 for 30 make it easier to commit to writing daily and sharing your ideas online.

If you’ve been holding back, I highly recommend it. Writing consistently has helped me build a habit, sharpen my skills, and share what I learn with others.

Simple Steps to Move Forward

Rick Warren outlines five steps to navigate big decisions in Created to Dream:

1. Pray for guidance.

2. Get the facts.

3. Ask for advice.

4. Calculate the cost.

5. Prepare for problems.

Freedom is wanting. So, what do you want?

P.S. What’s one thing you’ve wanted to start but haven’t? Hit reply—I’d love to hear about it!

From: Just West of Otay Lakes

Hey – It’s Luis.

Welcome to Day 13 of the 30-Day Writing Challenge!

Yesterday, I watched the latest episode of Dune: Prophecy on Max.

Now, on to today’s writing...

I first got hooked on copywriting 20 years ago. Since then, I’ve invested time, money, and energy in learning from the greatest copywriters to improve my craft.

Here’s a list of my direct marketing mentors and their lessons:

Gary C. Halbert

Gary’s Coat of Arms campaign generated over $2 billion between 1975 and 2003. His biggest lesson? Find the right market: A starving crowd.

Good reads: The Gary Halbert Letter—every issue is gold.

John Carlton

Known for his “no-fluff” copy, John taught me how to write Reason Why copy—explaining why people should act.

Good reads: Kick-Ass Copywriting Secrets of a Marketing Rebel.

Dan Kennedy

Dan’s Magnetic Marketing Triangle—Message, Market, and Media—taught me how to craft irresistible offers.

Good reads: Magnetic Marketing.

Jeff Walker

Jeff pioneered the Product Launch Formula. His focus on sequences, stories, and triggers taught me how to plan campaigns like Napoleon.

Good reads: Launch.

Frank Kern

Frank introduced me to the power of Four-Day Cash Machines and Good Will Content. Early on, I couldn’t afford his courses, so I studied his work until I could invest.

Pro Tip: Access Frank’s books and courses for free on Skool.

These mentors shaped how I approach copywriting. But if I had to start over, this is the simple framework I wish I had:

Step 1: Read Books That Teach You to Sell

Start with $100M Offers by Alex Hormozi. It’s a masterclass in creating offers people can’t resist.

Pro Tip: Subscribe to @AlexHormozi on YouTube—he shares actionable insights every week.

Step 2: Build A Swipe File

A Swipe File is your secret weapon—a collection of ads, headlines, and ideas that inspire you. It’s how you study patterns and spark creativity.

Good read: Victor Schwab’s How to Write a Good Advertisement—his 100 headlines are timeless.

Step 3: Write Every Day

You don’t need a perfect plan—just start sharing your ideas. Write daily and publish your work on social platforms like Substack, Medium, or LinkedIn. These platforms help you build an audience while sharpening your skills.

Share your unique perspective, test new ideas, and let your writing evolve. Consistency is what builds authority and trust over time.

Pro Tip: If you struggle to start, I recommend joining Ship 30 for 30 to build consistency.

Bonus #1: Listen to the Founders Podcast

Learn from history’s greatest entrepreneurs. David Senra reads biographies and pulls out actionable lessons you can apply to your work.

Pro Tip: Start with episodes #82, #189, #306, and #343 on David Ogilvy.

Bonus #2: Train Your Brain

Copywriting is about spotting patterns and solving problems creatively. One fun way to build this skill? Solve puzzles.

Pro Tip: Chess.com is a great place to sharpen your pattern recognition.

When you’re just starting out, this is all that matters: Read, collect ideas, write daily, and train your mind. 

Success comes from doing the work, one step at a time.

P.S. What’s a resource, book, or mentor that’s helped you master a new skill? Hit reply—I’d love to hear about it!

From: Just West of Otay Lakes

Hey – It’s Luis.

Welcome to Day 12 of the 30-Day Writing Challenge!

Yesterday, I sat down to watch Lioness, only to realize the season had already wrapped last week.

Now, on to today’s writing...

There are many things most people don’t know about working in e-commerce. Here are a few surprising insights:

Insight #1: Product Display Pages (PDPs) Are Like Store Windows

For example, did you know…

Just like Tiffany’s iconic window displays, which have captivated audiences since 1837 with their ability to spark dreams and aspirations, your PDPs grab the attention of buyers, prospects, and window shoppers.

Pro Tip: Focus on feedback from “Verified Buyers.” Non-verified reviews are often noise and rarely provide actionable insights.

Insight #2: Your Ads Are a Net—But Not All Fish Bite

Your ads are like nets cast into the sea, gathering fish of every kind. Some people will click on your ad, sign up for your newsletter to get a discount code, and then never engage again. This Casual Audience often makes up the largest segment of your email list.

Pro Tip: Create a segment for subscribers with “zero clicks” over the past 180 days. Exclude them from active campaigns to improve performance metrics and focus on your most engaged readers.

Insight #3: Scarcity Works—But It Depends on Your Audience

Scarcity taps into the fear of missing out, making people want something more. The fear of loss is typically stronger than the desire for gain—except when marketing to affluent audiences.

Dan Kennedy defines the affluent as individuals earning $200,000 or more annually.

For these audiences, I’ve found that desire for gain drives urgency more effectively than fear of loss.

For example, I’ve tested subject lines like:

• “Enjoy [XX]% OFF Storewide Today. Prices go up tomorrow!”

• “Save [XX]% Storewide Today. Prices go up tomorrow!”

Results: 'Enjoy' consistently outperformed 'Save' in conversions, likely because it appeals to the affluent desire for experiences rather than discounts.

Pro Tip: When targeting affluent audiences, emphasize benefits over loss aversion. Split-test subject lines to identify what resonates best.

The Biggest Lesson Most People Don’t Know

If you want to triple your email sales, here’s the secret: send more emails to your engaged segments.

“Every creator and every company is, and needs to be, a media company. A creator or a company without a media component today is like a creator or a company without a website.” –Nicolas Cole, Snow Leopard: How Legendary Writers Create a Category of One

It’s not about how but who.1 Who can you partner with or hire to create the content your customers love? Teamwork makes the dream work.

More, Better, New

Alex Hormozi introduced me to this simple yet powerful framework:

• More: Do more of what already works.

• Better: Improve what you’re already doing.

• New: Expand into untapped areas or strategies.

“You’ve done some advertising, and it works to some degree. So, the next step is simple: do more of it. Crank up the volume to your max capacity.” Alex Hormozi, $100M Leads: How to Get Strangers To Want To Buy Your Stuff

Pro Tip: The business that delivers the most value wins. So, focus on creating and sharing interesting and valuable content with your audience.

Success in e-commerce isn’t about reinventing the wheel—it’s about doubling down on what works.

P.S. What’s one surprising thing you’ve learned in your industry? Hit reply—I’d love to hear about it!

From: Just West of Otay Lakes

Hey – It’s Luis.

Welcome to Day 11 of the 30-Day Writing Challenge!

Last night, I wrapped up the first season of Black Doves on Netflix and The Jackal on Paramount+.

Now, on to today’s writing...

The first book I ever read about advertising was David Ogilvy's Ogilvy on Advertising. Through his words, I learned what separates good advertising from great advertising and why studying the masters matters. Inspired, I began finding ways to apply those lessons to my projects.

For the past 20 years, I’ve been working in e-commerce, drawing on the wisdom of advertising legends like Ogilvy to shape my approach to email marketing. Along the way, I’ve discovered one lesson that stands above all others:

Repeat Your Winners.

David Ogilvy’s timeless advice says it best:

"Concentrate your time, your brains, and your advertising money on your successes. Back your winners, and abandon your losers." –David Ogilvy, Ogilvy on Advertising

Ogilvy also reminds us:

“If you are lucky enough to write a good advertisement, repeat it until it stops selling. Sources of good advertising have been discarded before they lost their potency.” –David Ogilvy, Author of Ogilvy on advertising

Or, as I put it:

“A good email campaign is like a racehorse; keep running it until it stops selling.” –Luis Lozano

Why this strategy is a game-changer.

Email marketing is a battle for attention. To win, you need to learn from what worked yesterday to shape what you’ll do tomorrow.

Here’s how I approach this:

1. Start with the winners. Review the past year’s campaigns and schedule the proven performers first—the controls.

2. Spot missed opportunities. Identify ideas that weren’t executed last year and add them to the calendar.

3. Plan for holidays and promotions. Mark key dates and seasonal opportunities to fill out the year.

Once the calendar is built, the challenge becomes beating the winners.

“There is nothing more exhilarating for a copywriter or marketer than getting a new control—a campaign that sets a new standard of performance, converts first-time buyers into second-time buyers or renewals, pays out by whatever criteria is necessary, brings customers back as multibuyers over and over, and, simply put, beats the pants off the previous control.” –Brian Kurtz, OVERDELIVER

Your current control is both your benchmark and your biggest rival. Improving it is about driving better results and delivering more value to your audience.

Pro Tip: Your controls are blueprints, not limits. Ask yourself: How can I improve this?

Final Thought

When I first read Ogilvy on Advertising, I had no idea how much his lessons would shape my career. But one truth became clear: success leaves clues. By repeating what works and building on it, you create space for innovation and growth.

What’s the control you’re working to beat this year?

P.S. What’s one lesson you’ve learned in your career that has fundamentally changed the way you work? Hit reply—I’d love to hear about it!

From: Just West of Otay Lakes

Hey – It’s Luis.

Welcome to Day 10 of the 30-Day Writing Challenge!

Like most beginners, I made plenty of mistakes when I first started building my business.

But this was the biggest one by far:

I didn’t get help for my substance abuse problem soon enough.

Here’s what happened:

“Code and media are permissionless leverage. They’re the leverage behind the newly rich. You can create software and media that works for you while you sleep.” –Naval Ravikant, The Almanack of Naval Ravikant: A Guide to Wealth and Happiness

In 2003, we launched a digital platform.

By 2007, our startup had become a recognized brand with over 100,000 registered business users, generating six figures.

“We were living the dream.” Working hard and playing hard became my mantra.

By all outward appearances, we were winning. But inside, I was falling apart.

A growing fear of being a fraud fed my self-doubt and eroded my confidence. My identity became entangled with the brand—its successes and failures felt personal.

And I was silently battling undiagnosed imposter syndrome, numbing it all with alcohol.

My passion for business, copywriting, and marketing gave way to an obsession: controlling and enjoying my drinking.

Eventually, my alcoholic life became my “normal.”

At first, I only drank on weekends. Then, it became daily. Every morning, I woke up from a blackout, swearing I’d stop. By evening, I’d pick up the bottle again.

I drank to celebrate, to cope, to work, to escape. I drank because I was lonely—surrounded by people who loved me.

The only days I didn’t drink were the days I was too sick to drink.

“We believe that alcoholism is a sickness, and it affects all of the people in our lives. When someone has cancer, people feel sorry for them, but no one is angry or hurt about the fact that they have cancer. This is not how it is with alcoholism. People do get angry at us. This is because alcoholism causes pain and destruction for everyone who knows and loves us. It causes misunderstandings, bitterness, and money problems. It makes our friends and employers feel frustrated and disappointed in us. It hurts our children, our partners, and our parents. Everyone we know is affected.” –Plain Language Big Book

I tried everything—self-help books, yoga, cycling, running, success gurus—but I was looking for answers in all the wrong places.

By the end, I wasn’t at media parties, conferences or VIP events anymore. My nights started at 9 PM, alone, chasing the next drink. By 11 PM, I was out of my mind, trying to figure out how to score more.

I hit rock bottom on November 22, 2014—the day after my sister-in-law’s wedding. Three days later, I walked into my first recovery meeting, weighed down by guilt, shame, and remorse.

But here’s the thing about mistakes: they teach us more than our victories ever could.

Recovery didn’t just save my life—it transformed it.

I learned that even our darkest failures can become necessary steps along the path to new freedom, happiness, and success.

There is always a lesson waiting to be uncovered. You just have to be willing to look for it.

Thanks for reading!

P.S. If you’re struggling with alcohol, you’re not alone. I found hope and freedom at AA.

From: Just West of Otay Lakes

Hey – It’s Luis.

Welcome to Day 9 of the 30-Day Writing Challenge!

Yesterday, I attended the team’s holiday dinner. Breaking bread with others is always a blessing. It’s important to celebrate milestones and wins in the marathon of life.

Now, on to today’s writing...

Are you curious about how to succeed in email marketing?

After nearly 20 years of experience, I’ve discovered that success in this field isn’t about luck or guesswork. It’s about developing three essential habits:

1. Stay Curious

“Success leaves clues. People who succeed at the highest level are doing something differently than everyone else does.” –Tony Robbins

Read widely—marketing classics, best-sellers, and the books your ideal customers are reading. Stay informed about new technologies and emerging markets. Watch trending movies and shows to stay connected to pop culture.

Curiosity is your secret weapon. It helps you uncover how things work, enabling you to make unexpected connections and “Think Different.”

2. Be Strategic

“You can’t rely on one single marketing message; instead you need to think in sequences. Instead of relying on a single communication to make your point, you use a sequence of communications that build on each other.”–Jeff Walker, Launch

Email marketing isn’t about sending one-off messages—it’s about creating thoughtful campaigns. Every successful campaign includes three key elements:

• A well-defined list (or segment)

• An irresistible offer

• A compelling reason to act now

Pro Tip: Use a Google Sheet to plan your campaigns 90 to 180 days in advance. With time and practice, you’ll learn to plan campaigns like a chess grandmaster, always thinking several moves ahead.

3. Run Experiments

"Concentrate your time, your brains, and your advertising money on your successes. Back your winners, and abandon your losers." –David Ogilvy, Ogilvy on Advertising

In email marketing, testing is everything. My success depends on crafting campaigns that drive clicks, sales, and profits—and this requires constant experimentation.

Here’s a truth I’ve learned: The more emails you send, the more opportunities you create for growth. Not every campaign will be a winner, but each one is a chance to learn, refine, and improve.

Bonus Habit: Steal Like an Artist

“Keep a swipe file. It’s just what it sounds like—a file to keep track of the stuff you’ve swiped from others. It can be digital or analog—it doesn’t matter what form it takes, as long as it works. You can keep a scrapbook and cut and paste things into it, or you can just take pictures of things with your camera phone.” –Austin Kleon, Steal Like An Artist: 10 Things Nobody Told You About Being Creative

A swipe file is your creativity vault. In 2016, I saved this headline from Victor O. Schwab’s How to Write A Good Advertisement:

“New cake-improver gets you compliments galore!”

Four years later, I adapted it for a campaign. That’s the power of a swipe file—it ensures you’re never starting from scratch, even when inspiration feels far away.

Final Thought

Success in email marketing comes from staying curious, thinking strategically, and experimenting fearlessly. Add these habits to your toolkit, and you’ll be on your way to achieving big results.

P.S. What’s a habit that has helped you grow in your career? I’d love to hear about it!