Every second counts

Newsletter · Sep 13, 2026

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An entrepreneur's recipe for sweet success

2.1min Read

It’s Thursday morning a little after 6am and I’m walking around my neighborhood with 2 weighted vests on, staring at my phone typing away. Oh and I also have a wireless mic clipped to the vest.

In case inspiration strikes me and I make a video during the walk.

If anyone really looked closely at what was going on here, they would have some questions for sure.

But check this out— no one really looks that hard. And if they do, most aren’t really concerned with what you’re doing, they’re concerned with what THEY are doing.

I don’t say this to make people sound self-centered, but those are just the facts. more worried about themselves than they are about you.

So then why are we so worried about other people worrying about us?? Because WE are thinking about ourselves and we think others are too. They’re not.

Ok so with that belief out of the way, let’s talk about what you can now do with this freedom…
You can just do things!

If you have been here a while, you probably know Chris Koerner— who has coined that phrase. And he couldn’t be more accurate.

That’s what this all boils down to.

When you can get over the idea that it matters what you look like when you’re pursuing success, greatness, happiness, a different life, a massive goal, all of the above— then you can actually GET AFTER those things, freely and openly.

It’s not as easy as I’m making it out to be. Half the time here I’m writing these emails to myself as well. But the point remains— that there is a dream you have, a life you want, a goal in your mind, a freedom you obsess about— that is right on the other side of not giving a hoot and just doing it.

I’m not saying this to rush you. That’s not the intent here. Do this on your own time, in your own way, as slow or as fast as you want.

But the subject line of this email is me alluding to something I think you should note.

If there are any OG CrossFitters (and I mean O to the G), you’ll immediately know what I’m referring to. For everyone else, I’ll explain.

Here’s the story.

There was a documentary made in 2009 called “Every Second Counts” about the 2008 CrossFit games “upset” where a total underdog at the time (Jason Khalipa) won the games from the final event after coming into that event sitting in 8th place. Incredible!

The workout was 30 squat clean and jerks at 155lbs. The way it worked was the athletes were sent out to start that workout staggered based on their overall ranking. Jason would essentially have to win this event and for the first couple athletes to fall back far enough for Jason to win.

Hence— every second counts. Well, Jason did it! It was incredible! He’s still by far one of my all time favorite crossfitters and has made a huge impact on the sport on a coaching level as well.

But back to the point here. Jason went into the workout behind. Which is often times how it is in life. Most of us are running with a weight. We have something in one way, shape or form that makes variables of life hard. Maybe it’s finances, maybe it’s where you live, maybe it’s health issues, maybe you have limiting beliefs, maybe you’ve failed more times than you can count, maybe you’re just tired, maybe you don’t know where to start, maybe you’ve been told you’re not good enough… we all have those things…

We are often stepping into the arena in 8th place. But that doesn’t matter, because life is a lot like that workout. It doesn’t matter where you start, it just matters that when you DO start, you get after it like you are trying to go from 8th to first.
Translation: you might not be able to control what place you’re in when the clock starts but you are able to control how much effort and gusto and energy you put in on your pursuits for greatness.

One more variable to the story:

Jason didn’t perform the standard squat clean and jerk. That was slow. It would take too much time. Jason did what we call a squat clean thruster. He did the squat clean, then as he stood up, he just pushed the bar straight overhead without pausing.

Wayyy faster. But also difficult of the weight is too heavy. It was for everyone else. But not for Jason. He took his unfair advantage (his strength) and used it.

We all have those disadvantages, but we also all have those unfair ADVANTAGES. Use them. Lean into them.

Maybe this wasn’t your standard Sunday doughnuts. I didn’t talk anything about AI. I didn’t mention a new tool or business I’m building (although there are many).., but I hope that even in this weird story about a sport you probably don’t follow or have any desire to participate in, that you got the main message.

Main message:
Success I believe is directly correlated with a couple of things. And even when these things are aligned, it’s not guaranteed immediately, but if you STAY WITH IT, It’s inevitable

stop worrying about what other people think
When you find yourself behind, don’t worry about it. Just give everything you’ve got in the direction you want to do
We all have disadvantages… but we also all have unfair advantages. Focus on the latter.
Last and certainly not least… maybe the most important thing here to remember— you are awesome!

No bites today. Have a wonderful Sunday!

Listen to this as a podcast --> HERE

Until next time...

Stay in the fight,

My best tweet this week:

@kevinasrx

More often than not, people would rather tear down what someone else is doing instead of:

1) Building the other person up

2) Building their own thing

It reminds me of the quote

"When you’re on your way up, everyone roots for you because you remind them of their dreams. When

https://twitter.com/mhp_guy/status/2098447430379569601

Chris Koerner

@mhp_guy

Regarding the licensing questions in the comments, please see the Grok info below. 90+% of this episode’s views/downloads will come from YouTube, and it has not gone live there yet. We will be adding this licensing info to both the audio (retroactively) and YouTube episode and

https://twitter.com/grok/status/2098275829289460096

4:40 PM • Sep 11, 2026 ↗