Jake Setterlun, a Milwaukee, WI-based 28-year-old businessman, began entrepreneurial endeavours at age 19. Like so many of the fantasists among us, he trudged along in college, looking for his niche in the universe and trying to chase down that perpetual "big idea." Flash-forward almost a decade, and Jake's path has been barely typical. From beginning businesses to months of a million dollars to rock bottom and rebuilding from scratch, his life is full of lessons; lessons that he now teaches to the next generation of business leaders.
With his businesses featured in Inc., Yahoo Finance, and Influencive, and earning the prestigious 2024 Inc. 5000 award as the fastest-growing marketing company, Jake's experience offers a rare and real-world perspective. Here are 8 powerful lessons Jake Setterlun wishes every new entrepreneur knew before launching their venture.
Start Before You're Ready
Jake did not wait for the "perfect moment" or optimal plan to go after his first venture. Rather, he started as he went through classes, part-time work, and the limbo of college life. Perhaps one of the most important things that he has learned is to never wait for the right time or best strategy because it is a trap.
Action will do. You don't have it all figured out, you just need to have the courage to begin.
Failure Builds the Foundation
Jake himself would be the first to admit that not all of his ideas panned out. Some projects were explosive flops. But rather than letting those failures define him, he used them as stepping stones. "Every failure taught me something I couldn't have learned any other way," says Jake.
To upstart business owners: Don't freak out about failure. It's not the end—it's critique.
Success Can Be Transient, So Stay Centered
There was a time when Jake's business ventures were providing him with million-dollar months. But with success came issues: growing too quickly, making high-pressure decisions, and forgetting about stability in the long run.
He lost everything in the end. And that taught him to be humble, disciplined, and the importance of sustainable growth. Big wins are exciting, but true success is in what will last the test of time and trouble.
Know Your 'Why'
When in the initial grind and even for massive wins, purpose clarity was always Jake's utmost concern. Why are you making this? What need are you solving? Who are you making this for?
In case you don't have a "why" to your purpose, it's simple to burn out or chase trends that aren't in line with your objective. Once you are purpose-driven, it isn't difficult to stay on track amidst chaos.
Cash Flow Over Hype
Jake picked up somewhere along the way that just because a brand can appear to be spiffy on the surface, if cash flow is weak, it's only a matter of time before the disaster hits. A good business needs fiscal sense just as much as branding and imagination.
Monitor costs, monitor revenues, and understand your burn rate. Flash is temporary, but savvy money management builds sustainable businesses.
Branding Is More Than a Logo
Jake invested much of his early time in brand appearances, logos, color, and "look." Sure, they do count, but he learned that real branding is about trust, consistency, and the value you deliver.
A great brand is built over time by how you treat your customers, how you show up, and the story you continually tell.
Reinvention Is a Superpower
After losing everything, Jake didn't give up. He started from scratch. And what he built the second (and third) time around was smarter, more aligned, and more impactful.
Many entrepreneurs think failure means the end, but it can be the beginning of your most authentic chapter. Reinvention isn't weakness; it's growth.
You're Never Too Young (or Too Inexperienced) to Make an Impact
Jake was 19 and didn't identify with the halls of older, wiser, more experienced pros. But in a few years, he realized that it's not the age that matters when discussing potential; the doing is.
Young leaders carry around new ideas, dynamism, and an insatiable hunger that cannot be learned. The most important thing is to lean into the things that differentiate you, keep learning, and never stop growing.
Bringing Everything Together
Jake Setterlun's is a story about perseverance, reinvention, and unwavering belief in enhancement. From college kid to Inc. 5000-acknowledged business owner, his journey illustrates that sometimes achievement is not a straight path and that the most valuable education is learned from the bottom."
If you're only just starting your entrepreneurial journey, let Jake's stories motivate and guide you. It's less about getting it all right at the start; it's about having the courage to start, the determination to persevere, and the wisdom to learn from each high and low.
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