Baddies with Business

All Natural Kinks

• BaddieswithBusiness • Season 5 • Episode 90

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Learn more about AJ Watkins as she navigates life as an entrepreneur! 

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Music By: Tukool Tiff

Connect with Baddies with Business:

Music By: TuKool Tiff


Be Bad. Be Bold. Be A Baddie!

Malliron:

All right. Y'all we pull it up to California today. California love.

AJ Watkins:

You already knew a lot. Okay, love it.

Malliron:

Don't know where she going with this. Y'all today I am talking to AJ. So AJ. Tell the baddies and community about yourself.

AJ Watkins:

What is. Baddies. I'm so blessed and honored to be here. Just to tell my story. And yeah, I just love entrepreneurship. I love all about it. So I'm just excited to dive right in there. For me, my business is all about haircare. But a little bit about how I got into a little bit about my background and just my personal story and life. Actually growing up, I had a lot of hair insecurities. I feel like that I come in at Crosslight that's a lot of, black girl, unfortunately like younger ages. I feel like there's a lot of hair insecurities with that. And I was definitely one of'em like I had a lot of here breakage at a young age. I saw, I went to school with mostly Asian, white, Mexican had this long flowing hair, but for no reason just long, and so for me, seeing that I felt like hair was just a beauty standard. And so for me, a lot ofhair insecurities were compared to okay my hair doesn't look like that. I can't grow it. And I think the biggest thing was not knowing what it was and how I was able to for my hair to look. The way I wanted it to look, I couldn't do styles. And again, that had a lot of. Affects on my self-esteem in general. For me That was like my younger years. And so when I got in college, I got really obsessed with hair. Okay, what, what is it? What. How can I grow my hair? I used to. I make this joke all the time. Like how can the guys, bro. And we can't how come the guy. There has to be, what is it? So that's what I got in college. I was like, I got obsessed. Like youtube.. That YouTube movement just started. Cause I graduated. And 2007. And so that's where I started going into college, get into the YouTube movement, figuring out what it was learning out for myself. And I was actually a biology major. So I was able to understand hair and just products on a biological level. At that time I was experimenting making products for myself. And then as I grew at, as I got older, my hair started growing longer and it really was also like, I started like really appreciating. I felt like me, like my hair, my beauty, who I was, and I felt like that was my step into natural hair care and just growing up and, that was how I. Got into that. So after I graduated. I actually did not go, go into business for myself right away, actually did IT consulting? I, so I was, I went to school on Cali. I went to move to DC for five years and I was doing it consulting out there. So I, I got a job right out of college. I always wanted to live in east coast. So I got my east coast living out there. And so that was great. So it was a very corporate job. It was cool. I was cool for what it was. I can't really find my niche in it. I feel like I was always searching and it really wasn't bad. And I started, yeah, that's when I started, re getting re-entered to the hair thing and, from going from there,

Malliron:

I love this journey. so. it started with hair insecurities that we all face, that we all face, that we all are bombarded with through television, through just like how we've been conditioned to think about our hair. So just starting in that place. And then I appreciate you naming the park around. I just got obsessed with that. I wanted to learn more. And then also you were biology major, you made it just so you could learn like the science behind it and what worked, what didn't work, all of these things, and then start to appreciate your. Beauty.

AJ Watkins:

Yes.

Malliron:

And then going into the it field, putting them on the shelf and then coming back to it. Thank you for just sharing that journey from starting with the insecurities, but then to appreciate your hair and just exploring.

AJ Watkins:

Yeah. Yeah. And I feel like that's really the backbone. You know what I mean? It's just it's so funny. Cause in the moments we just we struggle. It's just like bad. It didn't feel like it was going to be anything. But if, for us to, for for me and people in general similar stories or. Go into entrepreneurship from like an insecurity. I feel like it's just such a blessing to go back and be like, wow, man. That's where I was. And people are still going through that journey now and to be that agent to help people, get in there and be like, nah, man, like I went through that. These were my struggles. This is, here's the blueprint right here.

Malliron:

In thinking about as you create your blueprint, so you mentioned. You left IT did you leave it was this a side thing that you started during it? So talk about that transition from your in DC living or east coast life am. To like falling back in love with your hair. And also just like the work that you had done to get to this place of appreciation.

AJ Watkins:

I love it because the way you just said that's really what it was. It was following back. And love because in college Anybody that has gone to college knows like when you get out, like you realize, wow, I was in such a bubble, you know what I mean? Like college is really is a bubble, so you can just explore. And I went to a really small college. It was like three years old. And so being in that I could be free and do whatever I wanted to do. Like I was free to explore. Free to experiment with my hair and those types of things. Like I was bad, girl. I more I didn't really care. Like I was like, you know what, I'm going to wear a durag to class because you know what, my hair needs conditioning and you know what, y'all, ain't going to say anything about it because it was so small. It was so intimate. So it was just it was, it was cool to. To be that, I might not have been cool, but I didn't care. So I'm coming, transitioning out from like that, like freedom and kinda, just doing whatever I wanted to do to more of a corporate lifestyle. You can, you can't, you can not wear a do rag to this. To the job interview. And I was doing teaching. I was like, I was having to run classes. So I had to really figure out, okay, how can I adjust my hair, in a corporate setting, but still take care of it. And it was a struggle. It. It was a struggle because I tried, to do, I felt like I fell back to be honest, when I went into corporate and I just was like, okay, because all I knew was braids. It's like, that's what I do with college. That's why I had to. Honestly the main hair growth, I just, and I just, I need to use extensions. I would just use braids with my regular hair. Like I will. And. Again, I felt like during that time I was able to condition my hair really easily. I was able to manipulate it really easily and it just, it grew the most, but again, in a corporate setting, I felt I had to change up my styles. Like even if, even though I was in DC where there's a lot of, black corporate woman. It was still like how am I going to feel good? What do I, what kind of styles do I need? And so that's where, I tried different things. Like I tried to, try to do the blow dry, wear my hair in a bun. You know what I mean? There's some things that I didn't really know. Trying to do and got breakage again, that hair breakage. Which was devastating. Cause I'm like, man, I know this, but the thing is when you transition out, you have to make the change with it. If you want to do more corporate style, something that you're not used to. Okay. How can we do protective styles and, still be okay with how you look or that type of thing. So went back to get all YouTube, and started studying, different styles and studying. How can I do both? And so that really re re invigorated my love for hair. And, I was just like, man, I had this in college. So it took me a little while, took up to three years. But I started following, falling in love with it again. So then I started like I did in college making my own products for myself and taking care of it and doing all that stuff. And still, I, it was just for me, I was, I would look at the YouTubers. I was like maybe, eventually I could make a channel. Maybe that may be cool, but it was like one of those things where you just think, you never think it's gone be in something like, you're just like, okay, that's cool. But it was actually my boyfriend now fiance was like, Hey, like what are you doing? You have, you're making so much product. I see so much hair growth. Like he knows he's he saw my pictures in college, but then he saw me growing after my breakage, because I had to do a big chop again because of the breakage. And he was like, your hair is blowing so ass, wow. I see you making products You need to share this. People can benefit from this. I'm just like, oh no, like I don't do that. That's, that is just for me. And it was crazy. He put it on Snapchat and this was back in 2016. Put it on Snapchat. Was like, Hey, look at my girl's hair growth. Look at what she was able to do. And people started sitting out like what is she saying? How do I do that? So I was like, his name is Keith. I was like we got to get bottles. You got to get a website. You got to get an IG and literally the whole time I like literally fell into what I was not comfortable starting because I'm very type a we need to have notes. We need to have this, you have to do this in order to start that. And and at the time I, I had another business that I was doing, so it didn't really, really wasn't a thing. So I, I didn't think too much of it, but, had to start all of those things then that's really what started all natural. kinks

Malliron:

Okay. Falling back in love, and then also this need around. Transitioning to this new field that you're working in, or just this field in general, where you have to, I can't wear my do rag. Like I did in college.

AJ Watkins:

Yeah.

Malliron:

I got to figure out what to do. I think there's also this delicate balance of. Finding a way that is a protective style for your hair, but also not diminishing who you are as a person and also like your crown and the glory that it brings. And I think that's all a big layer, but also what came with the crown act of you can't fire me or you can't not hire me because of how my hair looks and how it grows from my head. So I think you shared a delicate balance of. Finding those styles that are protective, but also being true to yourself and just honoring that beauty of the kinks that grow from your head.

AJ Watkins:

Exactly. And it's so true. And I think that's why it's so good that we have so many resources now because you can explore literally, if you, I don't know, I feel like YouTube is such a good there's so much on there, but if you find like somebody where, you know, the same texture you like their style, it's just so easy to do that style or at least try it out and things like that. So I think it's so important because you need that delicate balance. You need, you want to feel good, you don't want to feel, but you also want to feel you, you also want to feel confident. You. It's like where in that tower suite you know what I mean? It all goes together. Like I got my suit, I got my earrings, I got my hair and got my makeup. If the hair, ain't the way you want it to be, then you just, aren't going to feel good, but you also, I know my ladies who want a protective style though, they still want to protect their hair. They still want it to grow, that balance is it's. It's delicate.

Malliron:

Speaking of balance, how are you balancing now? Are you still in the corporate world? Are you full-time all natural kinks. What's your balance look like now?

AJ Watkins:

so funny because it looked like different waves along the way. So back in 2017, I think was the date. I ended up leaving my nine to five. Because I was in DC at the time. Moved to Cali. Like I didn't go back to the bay area though, like I'm in LA, so I moved to LA and quit my nine to five and now full time entrepreneur. And I say that lightly because we'll have entrepreneur, you are never that, especially when you've got, when the bills come. Okay. So it was, it was a lot of side hustles starting out because it wasn't just wow, I want to be an entrepreneur. Boom. Here it is. Let's go. Unfortunately it was just like, okay, how am I going to do funding? How are we going to pay? It's just a totally different, wheelhouse. And to be honest, in the beginning, though, there was no balance. It was work grind, that's all I was really fixated on. You know what I mean? Like work grind. Like I gotta push, I gotta be better. I gotta be successful comparing myself. And I think to be honest, like with that, and social media didn't help. I feel like it's always a race. It's always a ride. And so I felt like I really was on that ride, for a while. And I started 2017, like I launched and I had one product on at the time I launched my full not my full cause I. I watched half of my product line in 2018. So that was another journey. I launched the rest of my products, like my wash day camp and 2020. And so that was another thing, but I think it took me a while and I'm just now figuring out in 2022. What balance looks like and what that is for me, because before I went from here being my love right here being my not necessarily love, but here being my escape. That was like, what kind of my fun place, to moving from fun place to fulltime. And so now really figuring out okay, you know what, even though you like what you do business wise, you still have to take a break from it. You still have to find, you have to find new ways for fun. You have to find new ways to kick it. You have to find new ways to really excite yourself. And so that's in the 20, 21 and 2022, that's when I really had started putting more time into what I love to do and exploring some things that I haven't really touched in years. So that's, so when he's imbalanced, I was like, LA. It's been a journey.

Malliron:

Yeah. And that's real to Speak on as being an entrepreneur and having a venture and having an idea and being a black woman, like, it comes with all of those things. And it's also interesting that you you shared a couple of days, the first thing was it was grind and hustle. And social media didn't help. But a lot of people think that they have to grind. They have to hustle because there are people out there saying, oh, you have to do this and this. When, if you follow the nap ministry, they say, sister, you need to take a nap. And you need to rest and then you can get to that. And then you can get to those other things, but you need to take care of yourself and rest. And fast forward to you, you name that you were able to find that balance and understand it in 2020 and 2021. What happened? We had a whole panini press. I eat pandemic. That forced people.

AJ Watkins:

That's great. I

Malliron:

Yes. That forced people to like, pause, stop, literally shut down, stay at home and figure If you were able to if you were able to stay at home, like force you to do that, slow down and figure out like, what is important? What is important? And I think for a lot of people, it put things into perspective. Like the things that I initially thought that I had to do that I had to be at. I don't have to do it because I'm unable to do it or. It doesn't suit me anymore. So it's just interesting that your alignment with balance comes the same time as like around the pandemic.

AJ Watkins:

Yep. It really was because we had to redo a lot of things. We couldn't do anything the same. So it was just okay. I feel like it made everybody stop and see, and I just and, just circumstances in my life, I just feel like it was all aligned to happen. And for me being, really extroverted and for me being an entrepreneur. Primarily started off on my own. Not being introduced to huge company, not having employees, and to, go from 95 where I'm seeing people everyday to oh, you get up and you go to your. Go to your. Go to your workspace, go to your office by yourself. I was, and then again, pandemic, it was just like, every this was everybody's reality, and so it was just okay, you know what, something don't feel right. Something. Don't smell right. Something is off. And so being forced to face that and be like, okay you know what. Let's, see what that looks like and being a little bit nervous, but Ooh, I haven't had to go out and do that. You know what I mean? And be like it's like one of those high school days are people going to like me or or what. is this going to look like? Because you really have to put yourself out there and be proactive about it for it to be received. So that's, again, like I said, put sometimes it's just oh, I feel as an adult, it's it's always like that awkward. Like it can be like, not always, what is that awkward? Hey, you know what? You're cool. I'm cool. Let's see where this goes, and so learning that and being confident in that and be like, look. I need something different. I need to get out there and, explore. And so it's been great.

Malliron:

Yeah. So I'm a highlight, a couple of tips. And then I want to pivot back to your venture. Cause we haven't talked about like your products at anything. So we're gonna, we're gonna pivot back to that. But before that there's a couple of things that you highlighted that. I want any person who's listening, if you're having an idea, you're thinking about an idea, grab your notepad and write these down. So you talks about just falling in love with what you're doing. And when you fall in love with it, that doesn't mean that you always have to do it. You have to be cognizant of taking a break, take a break. Also we always make the assumption or initially we may make the assumption around grind and hustle, but also you have to find the balance for you. You have to find what works for, you have to find the balance, like what that balance looks like, and also how you're navigating that. And then I think you shared another thing. You didn't name this, but it's just like in your journey. Have you had these insecurity. So you had this need, you did all this research. You found something that you enjoyed and you did it for yourself. And then you had someone in your corner, your fiance, shout out to Keith, the fiance. You had your boot in your corner that said, Hey. I will put you out here because y'all need to know what my boo was doing. too can do this as well. And so that's another thing with like relationships and having people in your corner that can be that cheerleader at times when you may not even know how to tap into that, the cheer and the encouragement that you have inside. So I just wanted to highlight those really great gems that you surfaced throughout your story and your journey.

AJ Watkins:

Yes. Yes. I love it, man. I love it. And I love that you highlighted that girl. You good. Cause that's really what it was. So I love it.

Malliron:

Yes. Okay. Now we're going to go back to our, go forward to your to your business. So all natural kinks. Can you tell us a little bit more about the name? And also just like the evolution of your product line and anything you want to share with

AJ Watkins:

Yeah. Yeah. So kinks really is just it pays homage to the kinky texture. I feel like for me, the main thing was like not knowing how to take care of my kinky texture and not really seen at the time. I feel like now there's a lot more representation, but at the time, when I was coming up in 2007, not really seen a lot of people, with that texture, in like the shows are in, to the forefront. You know what I mean? And so it was just like when I was growing out my hair, That was one of the things I can do it with kinky texture, and everybody came up to me with my texture. Like, how do you do what? I've never seen that. What are you doing with that? So it was just all that, and then I'm all about beyond natural. I make my stuff myself handmade. Everything's done by me. So it's really all natural. So putting together all natural kinks. And my thing is always yes, I have products, but the way I do it in the way I have done it is process to product. And not just products, putting it in a process it's process to product and kind of, let me explain that a little bit more. When I first started, I only had one product, which was my all natural kinks growth oil. So it was great to, moisturize the scalp, to promote hair growth. Great. But my thing was always going to have my IG and things like that. And I would tell, people, when do you use it, how to use it, but I also show them a process of, okay, yes, use the oil, but this is not a magic formula. This is not, this is the in. You ain't going to put it in your hair and overnight woo. Woo hair. ain't how it works. I know some people promote, you know what it is, but mine was like, no, you have to keep your hair moisturized. So that was my whole thing. So going into that, I have to figure out, I want to create how my process is of how to keep your hair moisturized, how to keep it growing, how to keep it sealed. So that meant creating a leave-in conditioner. Can you create a moisture based product to put the moisture into your hair? Also creating my own Shea butter mix to actually seal the moisture within the hair. So you put the moisture and you seal it. And so that was my whole thing first starting out, and so what did that mean? That means, again, going to the lab, using my biology degree and mixing up some products. And so that's exactly what I did. And that's when I, in 2018, I launched. That product line. And you can find it on the website. It's still there. Moisturized kinks growth kit. And so if you have kinkier hair, We have Shea butter. That's going to be the sealant. And, we have a jojoba oil. If you have a little bit of a loose looser texture and that's going to seal. And so when I say seal in I just always have to preach my little seal in. Uh, You may know, but I'm going to talk about it again. So I feel like sealing in the moisture is think about it as, nail Polish. You put the color when you go to the nail salon, they put the color, but then they put a protective coat over it to protect the color. Hair works. The same thing as you put in the moisture and you have to protect that moisture in your hair. And that's what the sealant does. And so these processes. Is what's really important. This is my heart, right? Because it's just this is where I found the success and I see this is a step where, people sometimes just don't know. And so that's why. it was really important for me to do process and then products. And so that was my first. And same, in 2020, I launched the full wash day collection. And so that goes from how do I detangle? What do I even start with? How do I even, what the heck. What do I do? So it's okay, detangling how do I detangle? How do I wash my hair? When do I deep condition? Do I need a deep condition? Everything is done. Or you says like you have the directions, you have the products. This is that one, two and three. All you gotta do is look at your directions, get the product. Boom. It's done. So again, I go back to it and I preach it. Process than product. And that's what I still live by. And that's again, as I go forward. These are all processes that have worked for me, but it was important for me to put the all natural kinks products behind that process.

Malliron:

AJ you betta come on, you over here. Preach it. I appreciate you naming. One process. Over product.

AJ Watkins:

Yeah.

Malliron:

another gym. We're going to add it to the gym buckets from H a circle. that star come back to it. Also this process. So when you first mentioned it, I was like, yeah, I'm following the process over the product. And also you use the process of washing your hair. Like that whole process is how the product line is developed. And so I didn't even pick it up until you were like halfway through. I was like, oh, now I see like it's connected to both of those. Like the process is the product. And I always tell people because and talking to Baddies, it is about the process over the product. And so like the journey. You learning through the journey, the trials and tribulations, the ups, the downs. And then you get to that place of the product. And thank you so much for just sharing that, but also sharing, just like your evolution of how you got to this place and how you got to those products. Thus far.

AJ Watkins:

Yes. Yes, I, Yeah. I'm just always happy to share it because it's this, I don't know. Like I kinda mentioned it before. It's my heart. I feel like I'm so I love this stuff,

Malliron:

Yes. If you think about your journey. From 20 16, 20 17 to now, are there some baddies that you would like to show some love to give them their flowers? In this moment?

AJ Watkins:

Yes. I feel really people it's crazy because I'm going to say it straight. You are nothing without your support system. So many times in this journey, I was just like, you know what? It's not going the way. I want it to go and this is just people for starting out. Let me let you know. Cause I, I don't feel like enough people maybe say this, there are times I wanted to leave, quit and be done with it. Because it's just you know what people aren't really. I don't know if people are understanding this that, and so it was just there are going to be those moments and that's why I say the love has to be more than just the money game. You know what I mean? Because there are times where, you know you just, you from. You know what I mean, entrepreneurship is a struggle, but because I love to do this, I will stay in it and I will always stay in it because this is where my passion is. And so baddies that I want to shout again, my support system. First of all my sister, throughout everything from the beginning, she's the one who you. Has helped me encouraged. Everything like though the wash day thing every idea I had. I called her every day through the launch. It's what do you think about this? What do you think everything was so encouraged? She helped with some of my testimonial videos. She actually linked me up with, a friend of hers, she does like my graphics. And I still use her to this day. So I think that was a huge support system. And I think also another Baddie is my bestie, same thing, talking to her, being frustrated in her, encouraging me through a lot of this, mess, of just trying to go, guide yourself through this, your. Your journey. So I would be nothing without, my support system and anybody that gives me idea. You know what I mean? I think anybody that tries to product. Hey, what about this? What about that? I just appreciate everything. And of course, the fiance baddie. I was really encouraged to be, to really put myself out there and really saw more than I thought I was. Yeah.

Malliron:

Even fiance baddie. Who have supported AJ but also those babies who are similar to those, that AJ name that are supporting. Thank you all. Because we need you all in this community support as baddies. Thank you. As you. think about. All natural kinks. From where you've been thus far and where you hope to go. And the next two to three years, where is that place? how can we help you get there?

AJ Watkins:

Ooh. Yes. Yes. And I say yes. Yes. Because I am in the process. Really I feel like I always go back to, again my heart, but really this time, these last few months it's really brought me out with, like I mentioned my balance and things like that. But one of the things is when I really first started out, it was all about education. Like it was like, my videos were about education. Everything was about that. And so now making my educational reels, making sure everything is centered around education. So on that note, I'm actually going to be getting out to y'all and start doing, Workshops in the next couple of years, not even in the next couple of years, but that's going to be something that we're going to be launching. If some, even let's say a nonprofit wants, let's say to do a workshop on natural hair care, that type of thing, we're going to be in there to do that. So if you want to, if you want to get that, if you want one-on-one coaching. So now again, it's we have the products, but we want to bring that process to the people, teaching them how to really take care of their hair, because I think that's the most important part. And. With that. Really encouraged confidence. So in the next two or three years, I see that being big time. I see everybody going into the all natural case workshops, learning how to do it. I see one-on-one sessions on top end, and just really creating that community because I think community is important and not just learning from yourself right. From like a video. I think it's important for people to learn from each other. And I think one of the things in college, I really felt like when I was learning. This stuff. I felt like embarrassed. Like I had to hide. I don't know. I think about it now. It's so silly, but I felt it was so such an insecurity for so long that I was under my blanket. So when I was researching, I would do it in silence oh yeah, I'm doing this. I'm growing. And you know it until I saw success. But I feel like now let's bring, what's in the closet out, let's all support each other. If you want hair, yes. If you want to support a low cut says yes. You know what I mean? Whatever you want. My thing is not really necessarily yes, grow your hair, but to have that option if you want to rock this if you want to rock that, you know what I at least have the option. I know how to care for my hair. I know how to have healthy hair. So I, again, creating those workshops, creating those sessions is like the next step. And, to go along with my products,

Malliron:

Okay. You say you coming out of the closet and share things with the world. We're going to promote confidence. Okay. Educational workshops. And also just putting this atmosphere of community building and relationship building out into the world Also just meeting people where they are. So if you want to rock a low cut like me, you're like, boom, I want you to have healthy hair sis.. If you want to grow your hair to your ankles, I want your hair to be healthy SIS. So supporting.

AJ Watkins:

That's it.

Malliron:

Wherever you are in your hair journey. I love that. How can people find you on social media and the web to be able to support.

AJ Watkins:

Yes. So everything is all natural kinks. So the word, all the word, natural and kink spelled K I N K S. So you can find me there on Facebook, Instagram, I do most of my posting on Instagram. You can find me on Pinterest, YouTube, and website, all natural kinks.com. And actually we got some from my baddies. Okay. I got some from a baddies. Okay. So if you. Just type in the word baddies on the website. In the discount code, 20% off. 20% off anytime you go, 20% off. So go ahead and check out some of those kits. Go ahead and check out some of the items that we were talking about. Explore the website for a little bit. And yeah. Get yourself some 20% off. it.

Malliron:

Period. Okay. Y'all. We've got a discount code. So I'm going to include all the information that AJ just shared. Here in the description of this episode and also go get your 20% off if you're like, oh, I don't know if the products are for me buy them and given to somebody.

AJ Watkins:

Okay now.

Malliron:

Give

AJ Watkins:

telling you. Okay. And we, for all hair types, we do it all. And we have body butters too. So if you're like, ah, I don't know about my hair, but I do want me to get my skin real smooth. Get your body butter. Get you a body butter.

Malliron:

Yes. Get your body butter. Down just like her here, butter down. Okay. Ah, So AJ it's been great talking to you today. And so we are coming to the close of this episode and something I do is a Baddie benediction. So it is a closing to the episode. So you get the final word. So what do you want your batty benediction to be to the community?

AJ Watkins:

Ooh, I think embrace your journey. Embrace your journey, I think is so key and realizing again, if it's, entrepreneurship is where you want to go, it's going to be a forever journey. So SIS, you might as well embrace it. You know what I mean? Because there's going to, again, there's going to be ups. There's going to be down. So it's going to be, I feel like high highs and low lows. But it's all at some point it's just this is a part of it. This is where I go. So I say, even though it may be tough, that side find way to embrace the journey.