In this vlog‑style monologue filmed at WAP’s New York headquarters, Nathan Miller reflects on how the way an entrepreneur perceives and treats their business—regardless of size—shapes its long‑term trajectory. He contrasts a casual, “just a dropshipping store” mindset with treating a venture as a legitimate, scalable brand, arguing that a serious, growth‑oriented perception drives infrastructure investment, execution habits, and ultimately larger outcomes such as office space, community building, and even public‑company potential. Miller uses his observations of WAP’s expansive office, its young, grind‑focused team, and their 24‑hour work ethic as a concrete example of a company that has maintained a serious, ambitious mindset from its early days, enabling it to become a multi‑billion‑dollar enterprise. He also ties this mindset to personal productivity, noting that for solo entrepreneurs, every small habit (e.g., time spent scrolling) compounds over time—what he calls “death by a thousand cuts.” The video blends business philosophy, cultural observation, and personal anecdotes about traveling with friends and experiencing New York life, concluding with a reaffirmation of the importance of treating one’s work as a core part of identity.
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What's going on, guys? So this is a quick little, just short video, but one thing I've really realized— and right now I'm in WAP headquarters in NYC in like a crazy building, right? I literally, um, I think in their, their main office is the floor below us. Right now we're in this open one right here that just like is super huge, super open. We got the Hudson River behind us. Um, but one thing I really noticed from the office when we were touring yesterday is like, and something that kind of clicked in my brain as well in my, my personal life. And like, I've had like successful businesses, I've had stuff that's failed, and I've had a lot of up and down. And what I've noticed is like the people who actually treat their business, regardless of how big or small it is, like it can be something as small as like a little e-commerce startup, something like that, or it could be even something even smaller like a, um, you know, some sort of service-based thing, like, you know, you're washing cars or something like that, how serious you treat your business and how serious you take it and like the, the, the way you look at it really impacts the performance. Um, and it's not something that like you get an immediate effect with, but it's over time. Like there have been e-commerce businesses, right, that I've done that have fallen off. And the reason is because in my head I always thought they were just an e-com brand. I just thought it was not even an e-com brand. I would be like, it's a dropshipping store, right? So I don't need to put all this infrastructure into it. I don't really need to take it super seriously. But when you flip your mindset and then you're like, bro, this is literally an e-com brand. This is the next big thing. This is a legitimate brand with a legitimate product, a legitimate service that people are going to want to keep coming back to and something that I could scale. Then you start to think about it in a different way. Instead of waiting for it to print and then you execute on certain things, You execute and then it prints. And then it just continues to grow and grow and you get bigger and bigger. And then eventually you end up getting an office like this once you're big enough. And then you start building into something that it's even bigger than, it's not just an e-com brand, it's a whole community. It's like a legitimate, like something that could be even like publicly traded maybe one day, who knows? But that's something that really clicked because like I go upstairs, man, or I think it's downstairs. We're on the 5th floor, they're on the 4th. You go downstairs and like, it literally looks like— if you guys have watched the movie Social Network, it looks like that. It's— everyone's dialed, everyone's locked in. It's— they got everything you could ever want in the office, right? Like, they got couches, they got like a Nick machine, they have like a crazy custom like water machine. They have everything, right? Conference rooms, setups, amazing view. Um, everything that you could want, right? And it's a bunch of people my age, you know, below 30, just grinding, all a bunch of grinders working towards one mission. And like, the thing is, guys, they don't treat it as a 9 to 5 because it's bigger than that, right? They stay here— probably they get here early in the morning, maybe like 8 AM or something like that, and some people even stay to 1 AM. They live here. This is their life, right? And that's what they treat it as. They treat it and they make it that important because they know it's the next big thing. I mean, it's already a billion-dollar company, probably multi-billions now. Um, WAP is, and so they're treating it like it's, you know, what it, what it's like. And I'm sure like this is not something new. This is a business that in a culture and a team that have been working like this for years, and that's why they've gotten here. You know, I think WAP is 5 years old now. And so I think, and I know like from the jump, even that they probably started very, very small, they took it super seriously, right? It wasn't just something that, oh, it's a little, you know, thing, it's a little processing company, you know, hopefully we'll do this amount of revenue. No, they had huge dreams, and so they're gonna treat it like something that has the potential to do that, gonna treat it like something that's super serious. And so that's just something I kind of learned from coming here. It's a really cool opportunity. I'm super blessed to be able to meet some of the people I've been able to meet. And, you know, obviously just being in New York City, it's, you know, it's a cool place to be, it's a cool place to travel. I don't know if I could live here, but traveling and just seeing, um, you know, how life is here and like, you know, the kind of the different lifestyle that I live. I'm from Salt Lake City, like I live a completely different lifestyle than the people here. Um, it's very interesting to see and like there is some cool parts about it and it like it makes me think like, you know, I know a big part of my life is nature and stuff. Also a big part of my life is I do feel called to, to areas where I can be super, super productive. Like being productive is literally in my DNA, and that is what fuels me and what makes me feel good. Like, it's, it's whether it's a good thing or a bad thing, but like, if I'm unproductive, if I'm slacking in any area, it could be the smallest thing, bro. I could maybe take 5 minutes more to get up or 5 minutes longer to brush my teeth, and it will affect me. And that's another thing that, that Ben was talking about. I know this is a side tangent, but It was like the death by a thousand cuts or something like that. Like, your productivity is super important, especially as a solo entrepreneur and as someone who's building themselves without a lot of cash flow and a lot of backing, like venture capital. That's all you have is your productivity. So you have to treasure it. And anything, any little thing that taints it or any little thing that can affect it, you have to cut out. It could be the smallest things, scrolling while you're on the toilet and stuff like that. You have to cut that stuff out. So yeah, but it's always a good time to be traveling with Ben and Leon and, you know, meeting Alex, um, and all the people here. Just like being surrounded by dudes who are getting after it, um, it's always, always good for me. So super cool. I'm in NYC. Peace, boys.
