🚀 Fact of the Week

More choice doesn’t mean more freedom.

Psychologists call it The Paradox of Choice — when options increase, so does anxiety, overthinking, and regret.

The result?

You spend more time worrying about the wrong decision than enjoying the one you made.

Less choice. More clarity.

🧠 This Week’s Learning: Parkinson's Law

I recently came across a concept that genuinely scared me into working harder.

Parkinson’s Law.

The idea is simple:
Work expands to fill the time you give it.

Think about cleaning your house.

If you tell yourself you have the whole afternoon, somehow it takes the whole afternoon.
But if guests are arriving in an hour?
The house is spotless in 60 minutes.

Same task.
Different deadline.

The law exposes something uncomfortable about human nature:
we stretch tasks, complicate things, and procrastinate when time feels unlimited.

But when the clock is ticking, we suddenly become efficient.

That’s interesting when we’re talking about cleaning a house.

It becomes powerful when we apply it to life.

How many dreams get pushed into the “someday” category?

Someday I’ll start that business.
Someday I’ll learn guitar.
Someday I’ll invest my money.

The problem with someday is that it quietly convinces you that you have endless time.

Then one day you look up and realise you never started.

The goal isn’t to rush through life — it’s to stop pretending time is infinite.

Set deadlines.
Create urgency.
Force action.

Use Parkinson’s Law to your advantage, instead of letting it quietly work against you in the background.

Because the last thing you want is to reach 70 years old and realise the life you imagined never got scheduled.

🏗️ JITY Update

Behind the scenes, the last 5–6 months have been full-on.

And now, for the first time, it feels real.
We’re just weeks away from hitting our minimum order quantity.

We still don’t have a confirmed lead time from the manufacturer yet, but once we do — you’ll be the first to know, and the first to get your hands on it.

There are still a few hurdles to clear before you’re sipping on it, but after the amount of no’s we’ve taken along the way, we’ve built a solid resistance to setbacks.

We know how to keep moving.

On another note, the newsletter has just passed 150 subscribers.

That’s 150 people who want more than the norm.
150 people building something better.

To say thanks, we’re giving away 3 tees to subscribers this Friday — keep an eye on your inbox.

When I started JITY, I told myself if I could get 50 people to sign up, it would be a sign there was something here worth pursuing.

We’ve hit 3x that… before the product has even launched.

That’s crazy to me.

And it’s only the beginning.

Train hard. Think deep