Hey

Every project I worked on this year, I finished: SB7, GMV3, the demos I never thought I would make, and my studio.

First, this isn't me saying I'm better than anyone. I'll always say thank God, because without Him I couldn't have done any of it. Not me, not you — if you believe, you know what I mean.

But I see the opposite happen every day with people around me. They start a course, a landing page, a project, a diet, or content creation, and then somewhere along the way they stop.

My sister starts a diet, follows it for a while, then leaves it. One of my friends started a course and told me about everything he planned to do once he finished it. He never finished it.

Another friend started going to the gym. A few months later I called and asked if he was still going. "Mate, you know, exams." I just wish exams only lasted a few weeks, because I haven't seen him there for six months.

Then another friend told me he wanted to start selling on Facebook. He asked me to create the page and logo, so I did. A week later, I swear, he shut the whole thing down.

Now, sometimes quitting is the right decision. You may work on something long enough to realise it isn't leading anywhere, or that your time belongs somewhere else.

But you have to be honest with yourself. Are you leaving because the work truly isn't right for you, or because it became difficult and the motivation disappeared? Those are not the same thing.

Most of the time, you already know what needs to be finished. The website needs to go live. The content needs to be posted. You need to study, return to the gym, or stay on the diet.

Then life gets in the way. Motivation fades, the perfect plan breaks, and suddenly you can't follow it the way you imagined. In that situation, you don't give up — you adapt the plan to your life and keep moving.

But there is another reason people stop, and almost nobody talks about it: they forget why they needed to finish in the first place.

I learned this from my own business. When I started, I was doing everything: making videos that looked bad, posting on X, Facebook, Pinterest and YouTube, sending emails, and trying every marketplace I could find.

Then things started going well. I dropped Facebook, then Pinterest. I stopped posting every day, and eventually I stopped building as much.

Everything still looked good on the surface, but I had abandoned the strategy that made things good. Slowly, the progress went down because I didn't protect the momentum that created it.

I thought the momentum I'd already built would be enough. It wasn't.

A rocket needs enough thrust to escape gravity. If the engines stop too early, it doesn't stay where it is — gravity pulls it back. The same happens with progress: when you stop feeding it, you don't always stay in the same place. Sometimes you start going backwards.

So how do you finish what you start?

First, decide whether the thing truly matters. Do you believe that staying consistent with it will lead somewhere worth reaching? If the answer is yes, don't keep reopening that decision every time the work becomes uncomfortable.

Most things are abandoned in the first 10 to 20%, because that's usually the most frustrating part. You are putting in effort, but you still don't know what you're doing and the results haven't arrived yet.

The first year in the gym is hard — believe me, I quit many times. Starting content is hard too. I grew an account to 100K, but the first 50 videos were bad, difficult to make, and I barely knew what I was doing. I continued anyway.

I later closed that account because I wasn't interested in it anymore. I didn't quit because the work was hard; I made an honest decision that I no longer wanted it. There is a difference.

Learning new software feels the same at first. You don't know the keys, you struggle to do simple things, and you forget something right after learning it.

That early stage is the hardest part, my friend. It doesn't suddenly become easy, but it becomes familiar. It becomes part of you.

And once you get close to halfway, the small results begin to matter. Now you have proof that the work is leading somewhere. Every result, no matter how small, gives you another reason to continue.

But none of this works if you don't have a real reason to care.

If you only go to the gym because your friends invited you, you'll probably stop when they're no longer around. If you start a project only because it looks cool, you'll leave when the boring work begins.

Cool is not enough to move us for long. Usually, something deeper does: being tired of your body, being broke and unable to afford the car (house, shoe, phone….) you want, or being unknown while knowing you have something worth showing people.

You need a reason strong enough to survive the days when motivation disappears.

And once you have that reason, don't allow yourself to forget it. Keep making the flame bigger. Feed it with every small result, every promise you kept, and every day you continued when stopping would have been easier.

Then, in the hard moment, the flame is strong enough to keep you moving.

Keep the flame alive.

If you're struggling to finish something in your life, reply and tell me what it is. It can be about life, productivity, or anything else — I read and answer every email.

And by the way, I'm not the perfect guy who "made it." I still haven't made it, and I probably never will, because I don't believe "making it" is real.

I once heard Chris Williamson explain that getting in shape and becoming rich solves many problems, but it also gives you bigger ones. You simply have more resources to handle them. Problems don't disappear; they change.

So don't wait until you feel like you've arrived. Keep going.

Osama (OLS)