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If you care about good coffee, you know the grinder matters. A lot.

I love my Technivorm Moccamaster. It’s the machine my wife and I come back to when we just want an easy, consistent cup of coffee in the morning, without fuss. But if you’re anything like me, you’ve probably Googled “how much coffee do I actually use in this thing?” more than once.

But that doesn’t mean it’s not worth it.

Walk into any small business in Hawai‘i today and you’ll hear it in a dozen different ways: there just isn’t enough time. Time to write the email you’ve been meaning to send. Time to stay consistent on social media. Time to follow up with that customer who asked a good question but never heard back.

As I have stepped into 2025—my 40th year—I’ve been thinking a lot about one word: Consistency.

I’ve spent years helping mission-driven organizations and creatives share their message more effectively, and here’s one of the hardest truths I’ve had to learn (and re-learn):
Great content isn’t enough.

Let’s be honest: we to often, yet unintentionally, put roadblocks in the way of the very people we’re trying to reach.