I’ve been considering writing for years.
Not in the way where you have a plan and a content calendar and a launch date. More in the way where you open a blank document every few months, stare at it, and then close it because you don’t know what you’d actually say.
The excuses were always reasonable. I don’t have time. I’m not sure what my angle is. Who am I writing for? What if it’s not good enough? Each one felt legitimate in the moment. But looking back, they all added up to the same thing: I was waiting to feel certain before I started.
I’m not certain now either. I just got tired of waiting.
What Finally Changed
I realized that the thing I was waiting for, some moment where the path is clear and the voice is polished and I know exactly what I’m building, that moment doesn’t come. Not before you start. It comes somewhere in the middle, after you’ve been doing it long enough to figure out what works.
The people I respect most, the leaders and builders I learn from, they didn’t have it figured out on day one. They started before they were ready and let the work teach them what it was about.
So this is me starting before I’m ready.
What This Actually Is
I run a company called Sardius Media. I started it with my co-founders, Ari Burt and Mike Reed. We build video infrastructure for broadcasters and organizations with large audiences. We’ve been at this for over a decade together, and I genuinely still enjoy being around these guys every day. If you know anything about co-founder relationships, you know that’s rare. Most partnerships don’t survive the first few years, let alone over a decade. I’m blessed to be building with people I genuinely respect and enjoy. The company has taught me more about leadership, product, and myself than any class or book ever did.
But this isn’t a Sardius blog. This is me thinking out loud.
I notice things. A change in how I walk. A friction point in our own product. A shift in what AI is doing to how we work. And when something catches my attention, I dig into it. I read the research, talk to people, sit with it. Sometimes what I find connects back to business. Sometimes it connects to faith or family or just being human.
That’s what you’ll find here. Not a niche. Not a content strategy. Just me processing what I’m learning and sharing it in case it’s useful to someone else.
Some of it will be about leadership. Some will be about technology and product. Some will be about what it looks like to be a husband and a dad while building a company. And some of it will be about faith.
I should be upfront about that last one. My faith in Jesus shapes everything I do. How I lead, how I make decisions, how I treat people, what I think success actually means. It’s not a side category for me. It’s the lens I see everything else through. I’m not writing a theology blog, but if you read enough of what I put here, you’ll notice that Jesus keeps showing up. That’s because he’s the foundation underneath all of it. I’m still learning what it means to follow him well in the middle of running a business, raising two boys, and trying to be the husband my wife deserves. That’s part of what I’ll be processing here.
The thread connecting all of it is that it’s coming from someone actively building something and trying to pay attention while doing it.
The Experiment
I’m treating this as an experiment. I don’t know how often I’ll write. I don’t know if anyone will read it. I don’t know if I’ll look back in a year and cringe at some of these early posts.
But I do know that the version of me who kept waiting for certainty wasn’t getting anywhere. And the version of me who just starts, even imperfectly, at least has a chance of learning something.
If you’re here, welcome. If something resonates, let me know. If you’re also building something and figuring it out as you go, I’d love to hear about it.
Let’s see where this goes.