Rule: Take a bullet.

"Jay-Z once said: 'Well we hustle out of a sense of / hopelessness. / Sort of a desperation /  Through that desperation, we become addicted. / But we feel we have nothin’ to lose. / So we offer you, well, we offer our lives. / What do you bring to the table?'

If you're thinking about starting your own brand, be ready to die for it. Because THAT is how hard you'll be working in order to make it successful. This is no walk in the park. If you're questioning your passion, your commitment or your ability to 'make it work,' then do something else. You'll be happier in the long run. For me, there was NEVER a question of 'will this work?' There was simply no other option."