If The First Pour was about beginnings, this one is about what happens the second you try to get moving: delays, detours, and those “this should have taken two weeks, why is it two months later” moments. Spoiler: launching anything takes longer than you think. Always. Universally. It is practically science.

We knew that starting a business would come with obstacles. What we did not know was just how many of them would show up at 2am. The middle of the night is apparently when the brain loves to say things like:

• “You absolutely need to update that spreadsheet right now.”
• “Redesign the label again.”
• “What about that brand-new idea you have not even written down yet? That is more urgent than finishing the last one.”
• “Do not forget, everything must be sustainable, ethical, connected, intentional, strategic, fun, authentic, and also cute.”

It is exhausting and hilarious all at once. ADHD loves to pile on “and this, and this also” while the strategic brain insists on making sure everything has a reason and fits into a larger plan. The two of them together create a beautiful mess of half-finished sketches, overflowing notes apps, way-too-complicated spreadsheets, and an embarrassing number of sticky notes.

There is a myth that delays only happen because you are not disciplined enough, or that setbacks are purely mistakes. But sometimes we stall on purpose. We slow down because we do not want to cut corners, or because we are stubborn about holding onto integrity, or because we want the packaging to not just look good but also be something we feel proud of. Other times, sure, the delay is because we made things harder than they needed to be. It is both.

And in that contradiction is where the comedy shows up. Because it is ridiculous how many times you can reinvent the same to-do list. It is ridiculous how often you can stress about something you have no control over, like production timelines. It is ridiculous how easily you can paralyze yourself with the enormity of it all… and then laugh about it an hour later.

The truth is, this process is very human. Progress is never a straight line. It loops, it backtracks, it stalls, it leaps forward unexpectedly. Some nights it feels like we are standing still. Other days we look up and realize we are much further along than we thought.

We keep moving, even if it is not always graceful. We pivot, we re-pour, we laugh through the frustration, and we remind ourselves that we are not just launching a product. We are building something that reflects values we actually care about: sustainability, authenticity, connection, and making people feel seen. That takes time. That takes extra spins of the brain. That takes more late-night coffee than we care to admit.

So if you have ever sat awake wondering how your big dream got so complicated, if you have ever laughed at your own endless to-do list, if you have ever wanted something so much that it paralyzed you for a moment, you are not alone. We are right there with you. Pull up a mug, take a deep breath, and keep going. Together, we will figure it out one pour (and one delay) at a time.