Six years.

Thousands of cups.

Plenty of mistakes.

Even more learning.

And yes—still the occasional “what on earth are we doing?”

If you’ve ever wanted to start something…

If you’ve ever felt that itch of “maybe I should…”

If you’ve ever been waiting for the “right time” to try the thing…

This is for you.

So, to mark six years of No Ordinary Moments.

I’ve pulled together the five biggest lessons I’ve learned along the way.

Hope you enjoy.

1) One Quote

Whenever I’m uncertain…

Whenever I’m about to tiptoe into the unknown…

I read this quote:

“For all of the most important things, the timing always sucks… Conditions are never perfect. ‘Someday’ is a disease that will take your dreams to the grave with you… If it’s important to you and you want to do it ‘eventually,’ just do it and correct course along the way.”

— Tim Ferriss.

You will never feel 100% ready.

When I started No Ordinary Moments, I knew what I wanted to create… But I had absolutely no idea what I was doing.

So if something matters to you, ask questions.

Stay hungry and just say, “Let’s do it!”

2) Find problems. Fix them.

This is the real origin story of most good businesses.

You notice something sloppy.

You feel a gap.

You think, “Why is this like this?”

That’s not you being difficult.

That’s you seeing clearly.

The important thing is to listen closely to these moments.

Listen to when things irritate you, and you know you could do it better.

The world improves because someone finally says:

“This could be better… so I’ll make it better.”

You owe it to yourself.

And you owe it to the people who need what you’re about to build.

Show us what you have got!

3) Serve, don’t be served.

On the day I graduated from university, my favourite teacher handed me a note.

It said:

“Serve. Don’t be served.”

That line has followed me ever since.

Because it’s easy to build a life around: “What can I get?”

But the real power is in asking: “What can I give?”

Give value.
Give effort.
Give care.
Give attention.
Give your best.

I’m not saying life is perfectly fair…

…but I’ve seen enough to trust this:

What you give out has a funny way of finding its way back.

Call it karma.
Call it energy.
Call it the boomerang effect.

Either way… it keeps showing up.

4) Service is a feeling, not a transaction.

Service isn’t “doing the job.” Service is how someone feels after they’ve met you.

It’s:

• warmth in your voice
• eye contact
• remembering a name
• a genuine smile
• the small extra moment where someone feels seen

And in a world where everyone is distracted…

Presence is rare. Which makes it powerful.

Sweat the small things. Don’t be a one-time transaction.

Play the long game with the people you are serving.

5) Don’t copy. Create.

So many people have copied our products.

And yes… imitation is flattering.

But it also taught me something:

If you copy, you’re always behind.

If you create, you lead.

I spent a long time thinking about No Ordinary Moments before it existed.

The artwork.

The formulations.

The feeling I wanted people to have when they held the bag.

I move slowly at first — to go deep.

Then once I knew what I wanted to share with the world… I sprint.

That balance matters.

Think deeply. Then move quickly.

Because the most painful thing isn’t failing…

It’s building a life you don’t recognise because you never stopped to ask what you actually wanted.

If you are authentic, no one can copy you. Connect with yourself.

Then bring your full expression to the world.

A final thought (and a high five)

I love people who want to start something.

A new habit.

A new chapter.

A new business.

A new version of themselves.

If that’s you…

Consider this your sign.

Not to “figure it all out”…

But to take the first brave step.

Bring something better into the world.

Let’s high-five those people.

Have a great week ahead.

Kia kaha & much love,
Chris x