The bigger problem was that we had already spent all of our friends’ and families’ money on high-end packaging to complement the high-end product, which was a fine idea. But when that product didn’t sell, it meant we had no money to pay anyone back. All things considered, we were about $500,000 in debt. Wouldnt your child love playground equipment, monkey bars or playground swings?

If our why had only been concerned with making money, we would have slammed on the brakes of this operation and closed the doors at that moment. However, we still believed strongly in our why and we’d learned some things as well. One of those lessons was that selling these wooden smartphone cases to retail establishments was not the way to make it happen.

The bottom line is that we were still committed to our idea, and that’s a big lesson I’ve learned in life and business. You have to commit, because indecision could have disastrous consequences. Take, for example, the time I went dirt-biking with a friend at Gorman Canyon in Northern California.

I’m a huge fan of motorcycles, so when a friend from one of my entrepreneurial groups, named Ian, asked me to go dirt-biking at Gorman Canyon, I jumped at the chance. Gorman Canyon is a beautiful, natural landscape of mountainous terrain in Northern California. I figured it would be an intense experience to go dirt-biking there, and I have never been more right about anything.

I was pretty sure I’d be able to keep up, so off we went. The weather was perfect when we got there, and we enjoyed the views of some of the most picturesque areas we had ever seen. After we had ridden around for a while, Ian stopped and said, “See that mountain ahead? We’re going to ride up that motherfucker later.”

Point-blank, I said, “Ian, there’s no way in hell I’m riding up that beast. Fuck that!”

Initially, Ian didn’t completely acknowledge my resistance and kept riding toward the mountain. It took a while to get there, but the more we rode around, the more comfortable I got. I hadn’t done any serious dirt-biking in a few years, so I was a little rusty when we first started. But by the time we got to the base of the mountain, I was feeling pretty good about my dirt-biking ability again, so I said, “Alright, I’m ready. Let’s do it.”

“Awesome, dude. You’re going to love it! Just one thing, though,” Ian said in a disturbingly nonchalant manner. “There’s one crazy turn up there. If you don’t commit to pushing hard down into that turn, you will fall off a fucking cliff and die…got it?”