Soularium Social w/ Greg Johnson of Aquipor

AquiPor: https://aquipor.com/
A permeable concrete can take the place of traditional paved surfaces to manage stormwater where it falls, help mitigate flooding, and recharge groundwater right in the built environment. Truly changing the world.

Have you ever been struck by an idea or an insight that fills you with so much excitement that you were compelled to act on it immediately? Maybe you had an idea for a project or a new business endeavor. Maybe it was an idea for a new startup. Or maybe it’s New Year’s Day and you’re about to make some big lifestyle changes. “This is going to be the healthiest, most productive year I’ve ever had!”

So you act on the idea. You start that new business. You begin that new project. You launch your startup. At the beginning your excitement level is through the roof, so you make sure to tell everyone about it!

But then the days go by and the project gets tough. The new business isn’t thriving the way you envisioned. Your startup is struggling to raise money and you’re hearing NO constantly. 

At this point, most people tell themselves they gave it their best shot and decide to tiptoe out the back door. Once things got tough, they decided it’s just better to move on. 

It’s human condition to start something with a ton of enthusiasm only to give up shortly thereafter when things get tough and the project isn’t so exciting any more. It’s a trend so common throughout human history that there is actually a Sanskrit word for it. Arambhashura. “To be a hero in the beginning.” 

Have an unrelenting purpose and don’t just be a hero in the beginning. 

When I started my company in 2016, I was over-the-top excited. AquiPor was developing a permeable concrete technology that was going to revolutionize the concrete industry and change the way that cities manage stormwater forever. We were going to grow fast, go public in 5 years, and retire before we turned 40! 

And then reality sunk in. It turns out that building anything new is hard. But building a new material technology from scratch – one that is intended to disrupt one of the largest industries in the world – is really really hard.

Five years passed and we were making steady progress, but nothing extraordinary. We raised some capital, but not the headline grabbing capital rounds of other high-flying startups (most of which are out of business today). We had our highs and we had our lows. We’ve had a few “Oh nO, WFIO” (“oh no, we’re fucked, it’s over!) moments. We’ve faced those challenges and refused to tip-toe out the backdoor. And because of that, we are stronger today than we’ve ever been.

Our persistence has earned us a lot more work, but it’s also earned us a world of new opportunities.

When I reflect on what has kept us committed over the years, it boils down to having a collective purpose that goes beyond any one person. It’s about building something bigger than ourselves, that could positively impact a lot of people. And having the unrelenting belief that the future will be better than the present if we keep putting in the work.

If you’re a creator (and we’re all creators), identify your purpose and make sure it’s enduring enough to sustain you through the tough times. And then act on your big idea. No tip-toeing out the backdoor.

Here are some of the books that Greg returns to on the regular:
Zero to One, King (A Life), The Lessons of History, Trillion Dollar Coach, The Obstacle is the Way, and The Rational Optimist.