Looking back at 2025, I realized I repeated a few mistakes I should have avoided.
Not because I lacked ideas or ambition, but because small misalignments are easy to ignore when things are generally going well.
And yes, I paid for them very directly — in money, time, and attention.
About $25,500 in total.
I don’t want to pay for the same lessons twice, so I wanted to write them down as the rules I’m taking into 2026.
Rule #1 — I won’t rely on promises instead of deliverables
Last year, I spent about $19,500 on PR.
A lot was promised by the agency — outreach, conversations, potential placements — but we never clearly agreed on concrete deliverables. I relied on what was offered, instead of defining what execution actually meant.
In the end, nothing tangible came out of it.
That’s what changes for me now.
Next time I work with a PR agency, the conversation will be about clear deliverables from the start: who is being contacted, what outcome is expected, and how success is measured.
I know this is realistic. It just requires very explicit alignment upfront.
And yes, if you know someone who approaches PR in a truly strategic way, feel free to reply!!
Rule #2 — I won’t build businesses with misaligned operating conditions
We launched a kids snack brand last year.
It came from something very personal. As a parent in the US, it honestly shocked me what kids here are used to eating — ingredients banned in many other countries, massive sugar spikes, and the way all of this is treated as normal.
The idea wasn’t random, and my motivation was very real.
I partnered with a co-founder I’ve known for over 13 years. She has built a successful company before, and bringing her experience into this project felt natural.
What I underestimated was how much the setup itself would shape everything!
Different countries. Immigration delays. Constantly shipping samples back and forth. No real control over production. And on top of that — about $6,000 spent on lawyers, trademarks, and samples.
Over time it became clear that even a strong idea, strong motivation, and the right people can’t compensate for an operating model that isn’t fully aligned.
This is simply not how you build a physical product.
Passion doesn’t fix logistics. Influence doesn’t replace proximity. And registering a company too early creates a lot of cleanup work when things don’t work out.
That one hurt. But it also clarified a lot.
From now on, if a business requires a completely different operating setup — especially a physical product — all critical conditions have to be aligned from day one. Otherwise, it’s a no.
Ideas can start things. Operations decide whether they survive.
Rule #3 — I won’t fill my calendar just because I can
Last year I said yes too often. Even to good opportunities. Especially to good opportunities!!
Over time, my calendar filled up… and the space to think slowly disappeared.
I don’t see a packed calendar as a sign of progress anymore. Some of the best opportunities I’ve had only showed up because there was room for them.
So this year I’m protecting space much more intentionally.
If my calendar is fully booked months ahead, that’s a red flag for me now — not a win.
Empty space isn’t laziness. It’s room for things you can’t plan in advance.
These mistakes already cost me enough.
They were useful once, and I don’t need to repeat them.
This year, for me, isn’t about doing more.
It’s about being more intentional with what actually deserves my time.
— Marina