How to Build Systems That Scale Your Expertise Without Waiting for Perfect

This show is powered by others over self. Hit that subscribe button to keep training your brain. General Patton said a good plan violently executed now is better than a perfect plan next week. In the coming weeks, I'm launching a digital version of myself and I am terrified. The plan is good, it is not perfect. And I'm just done waiting for eight years. You know that I delayed launching this podcast because it wasn't polished enough. That's eight years of perfect plans that never happened. And you know what happened? Well, those eight years produced stories, incredible conversations with women and men who have rebuilt their lives after leaving the military or while they still served. We've built frameworks, we've built insights that can help thousands. And all of it was locked in my head, just captured in notes, living in file folders and making far less impact than it could because I was waiting for the perfect time to share it all. And now I'm launching two massive projects in the coming weeks. The Wildflower Personality Assessment for Women Veterans goes live on Tuesday. Digital Shelley, an AI bot trained on my entire team's collective knowledge, launches at the end of March. Neither are perfect, but both are excellent. And we're moving at what my mentor, Eddie Yoon, calls double time. This strategy might sound like a lot, but it's actually just one thing. The one thing, if you remember, my mantra for 2026, is build. One thing. Last year was protect your joy. I was defending my capacity to carry out my mission. And this year it's all about focus. And my one thing is this leaning into healthy, platonic female friendships for women veterans. Because I'm tired of watching these beautiful, capable women doubting themselves. I'm tired of watching us slip into negative behaviors because we don't have the support infrastructure that we need. And I'm tired of watching women veterans trigger each other every time we try to connect. And it's just because nobody's ever mapped out or named our different operating patterns. So we're going full focus on how healthy friendship can catapult women into the lives of prosperity. Not someday, not when it's perfect now. From others over self. It's hardcore and at ease. This show is about people who are keeping their edge without going over the edge. I'm host Shelley Rude, and if you're a small business owner who feels like you are the product but you can't figure out how to scale yourself, or if you've been delaying a major project because it's not perfect yet, well, this episode's for you. We're going behind the Scenes of what it actually costs to build the one thing and how to use Amazon's one way versus two way door framework to make faster decisions. And why violent execution beats perfect planning every single time. This is hardcore and at ease. Here's what we're up against. And I'm not talking about external obstacles. I'm talking about that thing that lives in our own perfectionism. It's the lie that says, not yet, not good enough. And here's the terrible irony. Perfectionism masquerades as quality control. It pretends to be that thing that protects excellence, but what it actually does is kill knowledge. Because here's the truth. Craftsmen die and their knowledge dies with them. I learned this the hard way watching one of our veteran navigators. Her name is Rachel. She's a young woman with a terminal illness and she is incredibly good at her job, which is caring for fellow veterans. For six months, Rachel participated in interviews for a project we were building in between medical treatment. Some days she felt really strong, and some days she could barely breathe. But she showed up. And because she showed up, I understood something that I was just beginning to learn. If we don't build systems that outlast us, everything we know disappears. I remember sitting in a work truck in Detroit with my father. We were finishing up lunch on a job site and he was clipping his nails. He's got thick, muscular fingers, really large veins running across the backs of his hands. And as he turns them over slowly, he was feeling his calluses, really rough surfaces from decades of skilled work. And he said something I'll never forget. When a craftsman dies, so do his hands. I watched that happen in my own life. Throughout my entire adult career, military service, broadcast television, seminary, all of it, I had never sustained healthy female friendships. Looking back through every major stage of life, I can see the pattern. I had blood sisters, I have two, but they weren't my support system. Different values, different lives, everyone dealing with their own issues. I had military relationships with other women, but they never went deep. Someone would always PCs to the next duty station. Somebody else would separate paths would diverge, and I would make little to no effort to stay connected. Surface relationships, never deep roots. I can see this cost of isolation when I look back because of those decisions that I made alone, that I never should have been making alone. I can see it in the patterns that I tolerated because I had nobody to call me out on what I was doing. I could see this isolation in the public version of myself that I presented to the world. That wasn't quite true. Because I never had friends who knew me well enough to say, that's not actually who you are. So when I say that my one thing for 2026 is building healthy female relationships, I'm not speaking as an expert who has this all figured out. I'm speaking as someone who's building what I never had. I'm solving the problem that I lived Many women veterans don't need perfect systems six months from now. They just need excellent support in these moments that matter to us. When they've made a bad decision and when they need someone to help them think through the consequences. When they've discovered that their spouse is having an affair and maybe the world just feels like it's collapsing. Or when they're questioning every choice that they've made in the past five years. Or need someone who understands the specific landscape of military to civilian well, that's what we're fighting against. These aren't external enemies. This is internal perfectionism. It's the kind that says wait until it's ready. But women are suffering in isolation right now. Patton was right. A good plan violently executed is better than a perfect plan next week. So let me show you what violent execution actually looks like when you're building the One Thing. I want to be crystal clear about something before we go any further in today's conversation. When I say the one thing, I don't mean only do one activity. I mean that every activity serves one focused mission. And this comes from a book that fundamentally shifted how I think about focus. The One Thing by Gary Keller and Jay Papasan. Keller asks one question that cuts through all the noise. What's the one thing you can do such that by doing it, everything else will be easier or unnecessary? For me, that answer is build the infrastructure for healthy female relationships among women veterans. Everything you're about to hear serves that mission. The Wildflower Personality Assessment Digital Shelley, the Substack Content Supply Chain, the two books that I'm writing this year. All of it. Here's how it works. The Wildflower Personality Assessment helps women veteran understand their leadership movement patterns. It maps their terrain. Because here's what we've discovered through 650 plus women who've gone through our programs over the past five years. Military women frequently battle to interact with each other outside of the mission context. How we show support is not always received as intended. We unintentionally trigger each other because we have different operating patterns that have never really been mapped out or named. And the assessment solves that. You know you're a hollyhock or someone who blooms in community but struggles to ask for help. And maybe you have a best friend who's an iris, someone who moves fast and independent, and suddenly that fight that the two of you keep having starts making a lot more sense. Neither one of you are broken, and you're not incompatible. You just need different terrain and different language to work through. Digital Shelley provides 247 access to that support infrastructure. She's not just trained on my knowledge. She's a collection of my entire team's wisdom. Hundreds of hours of interview transcripts, vetted resources, proprietary frameworks, every person I've ever interviewed, proven methodologies. When you interact with Digital Shelley, it's like having a seat at the table with every single one of my team members, with stacks of reputable community support behind each one of them. And Digital Shelley is available when human friends can't be at 2am on holidays, during deployments, when you're isolated geographically. But she's more than just a friend. She can also plan your veteran event, tap into expert marketing knowledge and 20 plus years of event planning experience without consulting fees. She's the infrastructure for both personal support and professional development. Now, Substack is built out as our content supply chain, and it builds the language that these women need to articulate what they're experiencing. This year, I'm writing two medium sized books. The first is called the Mapping out the Unwinnable Situations that Women Veterans Face. And the second is the Wildflowers, Exploring eight movement patterns and how to bloom in community, including how each pattern shows up in friendships. Weekly posts on Substack turn into mini books, Mini books stack into medium books, and eventually the medium books stack into the Big book, the comprehensive guide that defines this entire category. We're building intellectual capital that compounds. We're creating the shared language that makes healthy friendship possible. And here's the proof that this is working. I'm already booked as the keynote speaker for this year's National Women Veterans Engage broadcast, the biggest year yet. They're anticipating over 3,000 attendees nationwide. The assessment isn't even live yet. So when people look at this and they say, shelly, that's a lot of projects, I want you to understand it's not. It's one thing. One focused mission, multiple systems serving one goal. Build the infrastructure for healthy female friendships at scale. So now that you understand what we're building and why it all serves the one thing, let me show you how we're making decisions that are fast enough to execute it. Double time without being reckless. This framework comes from Amazon and it's one of the most practical decision making tools that I've ever encountered. Encountered. Jeff Bezos talks about one way doors versus two way doors. One way doors are decisions that you can't reverse. You walk through that and you can't come back. These require careful thought, slow decision making, real consideration of consequences. Two way doors are decisions that you can reverse easily. You walk through, you see what's on the other side and if it's not working, you turn around and walk back. These require fast action, violent execution, bias towards movement. The problem most leaders face, especially us perfectionists, is that we treat every decision like it's a one way door. We agonize over pricing, our delays get launched and pushed. Sometimes we workshop on messaging in the perfect words for months when the reality is most of those decisions are two way doors. So let me show you how we're using this. Here's a couple of our two way door decisions. First, I'm pricing the wildflower assessment at $20. This is a two way door. We can always use coupon codes. We can bundle it with substack subscriptions. I can create early bird pricing and special promotions. The technology allows flexibility. So I made the decision in like half a second. Sure, 20 bucks. Fine. Free. And here's why. We've recognized a really strong sense of entitlement that's present in the women veteran community. And I don't think it's doing us any favors. In fact, I know it's not doing us any favors. The civilian world is harsh in many ways. It's more difficult than the military. And it's hard to teach ourselves to value things with $0 price tags for the same cost as a fast food delivery meal. That one that's forgotten by tomorrow and makes you feel like crap. Well, you can gain knowledge and insight that helps you understand how you operate, what terrain you need to function your best, and how to build friendships that work for your pattern. When someone invests even a small amount, they pay attention to the results. They take the assessment seriously, they apply what they learn. And here's what matters most. The goal is not about making money off female veterans. It's about pricing things in such a way that the system pays for itself so that my team and I can grow and be impactful year after year. That is sustainability and that is what makes this work long term. We are still going strong since 2019 and we're only ever growing. We're still working on the technical side of how to bundle this with substack. And it's not perfect, but we're executing anyway because it's a two way door. We can adjust the mechanics later. Let's talk about another two way door. The substack pricing structure. Right now it's free posts on Sundays and paid posts on Wednesdays. And added to that are some founding posts where I get to talk about entrepreneurial things. Now, the founding member tier is at $250 a year for complete access. But we can always shift those tiers. We can change the pricing, we can bundle differently. We're going to test what actually serves our women best. So Substack launches this Wednesday and I'm up to five subscribers. And I'm telling you that publicly because I want you to see that start before you're ready. This is what it actually looks like. And here's another two way door, our content format and the frequency. This weekly Battle Rhythm podcast drops on Tuesday paid substack Wednesday, free substack Sunday. You know what? That's adjustable. If we learn that women need something different, we can change it. That's the beauty of the two way doors. They let us learn by doing instead of learning by planning. So while we can change these things, the one thing that's not going to change is our consistency. Now let's talk about some one way door decisions. Because not every decision is reversible. Some doors only open one way and they require a different approach. So the first one is very, very deep and it's the bot's name and identity. This was a one way door and the path to the final decision. It took a lot more turns than I've expected. We started with the idea of a generic bot. There was no name or no face. It was just a tool for women veterans to access resources. But then it became personal and we were going to name her after Rachel. We want to honor Rachel's knowledge. We want to preserve what she knows in a way that would outlast her physical Presence. This passed October 2025. I stood on stage at the Walking with Warriors summit and I announced it. Rachel was in the audience. I said we were building a bot named after her, that her expertise would live on, that women would be able to access her wisdom. We've been through nearly six months of her participating in interviews alongside other people who are contributing to the knowledge library. And Rachel's always been there between medical treatments and she's been sharing what she knows, this knowledge base. But as we got deeper into the bot development process, I learned the negative effects that a project like this can have on the human grieving process, how it can actually complicate healing instead of supporting it. So then the decision was made for the bot to become Jane. Jane was still a woman veteran, but Jane is generic enough. We don't know Jane. She's not a human. She's generic enough to carry all of that emotional weight. And that felt really, really safe. But then came the category pirates. The guidance that came from Eddie Yoon and Christopher Lockhead. These are the two that are guiding us through their course strategy therapy, and also a cohort on bot development. I'm blessed enough to have had multiple focused conversations with this team about who bot needed to be and its purpose. Two of my other teammates have been on these calls and we discussed it. We pushed back. They pushed back, as all good pirates do. And you know what? I lost the battle. They won. The bot needed to be named after someone that the users could relate to as a peer. Someone who could represent a reporter's point of view instead of just one particular aspect of veteran care. But the wider scope of what women veterans actually navigate. Resources, yes, but also civilian entrepreneurship, marriage, raising children, the full landscape of possibilities. And so Digital Shelley was decided as the name. It was a team decision and it was not mine. I was actually against it pretty hard. This is a one way door and we walked through it and we're not going back. We couldn't say actually we changed our minds again because the development process is so intense. The integrity of this project requires our full commitment. And so sometimes the right decision isn't the one that you want. Even as an entrepreneur, sometimes it costs you something deep inside, whether it's your pride or your humility. And sometimes God's answer to your prayers looks like things that you don't expect. Because here's what I God, if this is direction, I'm supposed to move in. Send me your people. And he sent Eddie Yoon and Christopher Lockhead. He sent the category pirates. It's not a mistake that as we were building our bots, they popped into my life. God sent me technical expertise and external validation that we desperately needed to make this incredible. He sent the hard advice that protected the mission, even when it hurt to hear it. I'm not smart enough to do these things alone and I know that I've never pretended to be alone. I'm a visionary. Sometimes I fly really high and then my team needs to pull me back down. And right now nobody's trying to pull me back down. They're asking really great questions. They're watching this unfold with genuine interest. They're helping me build. Let's talk about another one way door and that's the platform choice. We committed about $1,000 a year for a platform called Delphi. D, E, L, P H I. We're building this on top of Delphi's proven infrastructure. We could have gone a custom build route and I even looked into that and talked with a few developers. But building our own system from the ground up means that we would have been entering the wild west of custom tech. Major glitches, crazy hallucinations, opening up tech to the wide web when people are searching and discuss things with Digital Shelley, that's not manageable at the scope that we're operating at. There was a significant host of issues that quite frankly I don't have the time or the space to deal with right now. Delphi, on the other hand, is a proven solution. They've solved a lot of these problems that we would have spent a year plus figuring out. And so we're standing on the shoulders of giants like Arnold Schwarzenegger. He has a bot on Delphi and if it's good enough for Arnie, it's good enough for us. Going with Delphi is not a compromise. It's the best solution for what we need to accomplish. And so we're committed. We walked through that one way door. Now let's talk about the biggest one way door of all. 2026 is about healthy female friendships for women veterans. Everything else is secondary. Every project serves this mission. Every decision gets filtered through this question. Does this build the infrastructure for healthy friendship? That focus shapes every other decision we're making this year. And here's what Patton understood about violent execution. It's not reckless. It's strategic, urgent, imperfect action. It's knowing which doors are one way and which doors are two way. It's moving fast on reversible decisions and carefully on the irreversible ones. But it's always moving now, not next week. So let's go even deeper and let me show you what this actually looks like in practice. Digital Shelly goes live at the end of March. Right now we're about six weeks out. We're in the final testing phase with the category pirates. And what we're building is something that I've never before seen in the veteran care space. Digital Shelly is much nicer than the real Shelly. She's more patient, she's more concise in her answers. I tend to overwhelm. I tend to give like three paragraphs of narration when maybe you just really wanted one sentence. And yes, she does occasionally hallucinate. She's a beautiful mess of data. But that's good because that reminds us what she is. She's a tool. She's not a replacement for human connection, she's a bridge to it. Here's what women veterans will actually be able to do with her. Digital Shelley supports you. When you're hesitant to reach out, imagine that you need to talk to a friend, but you stop. Maybe you hesitate because like if you're trying to connect with me, you know that I have three kids and I have a business to run and so you don't want to bother me. So you wait. And those hours can be long and those hours can be really hard to live through alone. I know that because when I was genuinely curious about becoming a Christian, for instance, I was in my late 20s with one child. I was up all hours of the night researching, just asking stupid random questions to the Internet and a very few well crafted sources of support. Well, they were there for me and they gave me intelligent answers that I trusted. One site in particular became my go to resource gotquestions.org this was my starting place to wrap my head around concepts like the significance of communion and where women stood in church leadership. These were questions that I really felt like I couldn't ask the people around because for one, I didn't know who to ask. And for another, I wasn't really ready to be vulnerable to that level with another human being. When I was dealing with my ex husband's alcohol addiction, I was scouring random websites and blogs about narcissistic personalities, concepts like gaslighting, just trying to understand what was happening in my own home. All of this knowledge, the faith questions, the relationship patterns, the addiction dynamics, it has been captured so that it can now be easily accessible to women veterans who might have similar experiences. The data shows that they do Now. What if Digital Shelley could become that for others? What if they have a safe place to process through tough things like this, both business and personal, without worrying about having to bother someone at 2:00am? Another way that Digital Shelley is used is for processing difficult moments. Now she's not there to take the place of clinical therapy, but what she can do is actually enhance your therapy sessions. Imagine that you're walking away from a barbecue at your mom's house and you are just furious. Again. You're not exactly sure what happened, but something happened. It's the same pattern. This has happened before and you need help understanding what happened and why you keep ending up here. You can message Digital Shelly. I'm walking away from a family gathering and I'm furious. Again, help me understand why this keeps happening. And she's going to ask you what the fight was about. She's going to help you reason through. If you've talked with her before, she's got your chats saved, and she'll be able to remind you exactly what happened last time. Digital Shelly is even going to connect it to your wildflower terrain, and she's going to be able to find things that may have triggered you specifically. She shows you what you're actually protecting and whether that protection is serving you or whether it might just be isolating you further. And then you can take those insights to your clinical therapist and have a really productive therapy session. A lot of women veterans have career questions, and doubt starts to creep in. Imagine that you've sent out thousands of job applications and nobody is responding. You start to feel unworthy of civilian employment. You start questioning whether starting your own thing is really such a good path for me, because I'm not Shelly. Maybe I'm not supposed to be an entrepreneur. Or maybe your resume just sucks. Digital Shelly can help you see what's. What's actually happening. She can help discuss things like market conditions and resume structure, how to reframe your military experience. She'll be able to help you flesh out whether entrepreneurship fits your pattern or if you're just running from constant rejection. Real guidance without the judgment is what she can provide. Digital Shelley can also help you understand relationship patterns. If your best friend is a hollyhock and you are an Iris, you are going to have the same fights over and over again. She's going to think that you're abandoning her, and you're going to think that she's being needy. Neither one of you understands what's happening in those moments. So you might ask Digital Shelly something like, my best friend is a hollyhock. I know that I am an Iris. Why do we keep coming back to the same fight? Digital Shelly is going to ask you what the fight was about. She's going to help you reason through some of those terrain requirements. Like, hollyhock really needs community processing. She literally likes to think out loud with people. But Iris, Iris is very independent and she needs the freedom to move and to go and to process internally and then just report back. So this type of conflict is not personal. It's actually a pattern and knowing how to navigate it without either one of you abandoning who you are. That's what Shelley can help give advice for. And one more use case for Digital Shelley has to do with applying frameworks when we're under pressure. So let's say that you're facing a decision and integrity is extremely important to you. I have a great example of this with one of my women veterans who stepped into a legal position where she was required to report abuse, but the abuser was someone that she knew. If integrity is a big part of your tactical center, then it's important that you know it and learn how to apply that under pressure. Those are two different things. And so connecting the framework of hardcore and at ease to this specific moment in life, Digital Shelley can walk you through it. She's not replacing your judgment. She's just reminding you what's most important to you and helping you assess what you already know when the stakes feel really, really high. And one more thing that I want to share on this is how Digital Shelly serves the one thing every single use case serves. Healthy female relationships. That is Digital Shelley's default, because I believe that when women veterans understand themselves better, they can show up authentically. When they get support at 2 in the morning, they're not alone in crisis. And they might not even be in crisis at 2 in the morning. They might just be processing. When they learn how to navigate relationships across different patterns, they stop triggering each other. Wouldn't that just be amazing? When we can practice articulating our own experiences in private, then we can actually communicate with friends so much more clearly. So Digital Shelly is infrastructure. She's the 247 support system that makes friendship possible instead of impossible. She's the tool that helps women love themselves deeply enough to be able to love others exceptionally well. And here's what my mentor Eddie said in our most recent bot development session. I asked him for marching orders, and he said, oh, hey, Shelley, what's the military word for a sprint? I said, double time. He said, are you okay with that? I said, yes, sir. And he said, let's go. And so my team and I were on double time from now until launch. It's messy on purpose because perfectionism doesn't serve the mission, but violent execution does. So let me bring this home with four lessons that you can apply immediately, whether you're building systems for women vets or if you're just scaling expertise in any other field. So lesson number one is to identify your one thing. We've talked about this before. Not your 10 priorities, your one thing. The focus that makes everything easier or unnecessary. The mission that every other activity serves. Mine. You should know it by now. For this year, it's building healthy female Friendships for women veterans. So what's yours? The second lesson to take away today, learn the difference between one way and two way doors. Most of your decisions are two way doors. You can reverse them, which means that you should be Moving fast. Pricing 2 way door content format, 2 way door launch timeline, 2 way door. Stop treating these reversible decisions like irreversible ones, because that's what perfectionism does. It paralyzes you on decisions that don't deserve as much weight as you're giving them. Now, some decisions are one way doors, like the bot's name, that was a one way door platform choice. Another one way door, your one thing, that's a one way door. So move carefully on those. And when you've made that decision, commit fully, walk through and don't look back. Third lesson today is to build systems that will outlast you. We're all on limited time, every single one of us, which means the knowledge that we're building, the systems that we're creating, and the wisdom that we're accumulating, if we don't extract it and make it accessible, then it disappears when we do. Unless you build systems, unless you create infrastructure, unless you hold your people close, unless you do that hard work of extracting what you know and putting it into other forms that people can access when you're not available, that's what the assessment does. That's what Digital Shelly does. That's what the content supply chain does. It takes personal expertise and it makes it permanently accessible. And your final lesson today is to execute violently on good plans instead of waiting for perfect ones. My substack launches tomorrow and I have five subscribers as of today. The assessment launches Tuesday and we're still working out technical bundling. Digital Shelly, she's live at the end of March and she still occasionally hallucinates. None of it is perfect and all of it is excellent. All of it serves the mission. And here's what you become if you do this work. You become someone who chooses action over delay. Someone who knows which battles require careful thought and which require immediate movement. Someone who builds infrastructure instead of hoarding knowledge. Someone who trusts that God sends the people you need when you're moving in the right direction. You become someone who understands that the women who need what you're building can't wait for perfect. They need excellent. Now you might be asking yourself, Shelley, why does this matter so much? This is bigger to me than women veterans. This is about what happens when ambitious leaders across any industry decide to build the one thing instead of scattering energy. What if you spent 2026 building the infrastructure for your one thing? What systems would you create? What knowledge would you extract from your head and put into forms that others can access? What two way doors would you walk through faster if you knew that you could reverse them? What if healthy friendship, the kind that catapults people into lives of prosperity instead of trapping them in doubt and loneliness. What if that became a category that we invested in building? Not someday, not when conditions are perfect, but now. Because here's what I've learned. Incredible. Women should not feel trapped and the infrastructure that frees them doesn't build itself. Now, as we close, I need to be able to say something and put it out there publicly. Eddie Yoon and Christopher Lockhead, their guidance through the strategy therapy course and their partnership building out digital Shelley it's nothing short of providence I mentioned before I prayed for help. I asked God to send me his people if this was the direction that we're supposed to move in. And he did. He sent them. He sent the category pirates and they came with technical expertise. He sent the hard questions and the external validation. And God also sent me my bot development team. Tina Cathay and Nicole Stott, two women veterans that have been building this alongside me with patience and precision. God sent me Michelle Pascoe and the women over in Battle Creek. They're our super fans. They're giving us real time feedback and raw honesty about what we're doing. God sent me Aaron Dunn and Nancy Dakin. These two have been advising our moves and helping us see what potential impact really can look like if we dream big. And there's more on our team. But for right now, those five have helped step up in really big ways. Ways that make this possible instead of impossible. Through all of these people, God has provided guidance that cost me something but protected the mission. And this is what providence looks like in business. Not comfort, not easy answers, but the right people at the right time asking the right questions. And right now, divine timing is evident in how everything is coming together. The assessment development, the bot testing, the substack infrastructure, the keynote booking at Women Veterans Engage. Thank you, Melissa Washington. The two books taking shape. None of this was planned to stack this way, but it flows together perfectly. None of it will be perfect, but all of it will be excellent. We truly are on the cutting edge of where thought leadership is headed into the next century. And I'm inviting you, my ambitious friend, to learn alongside us as we take this risk. Because here's what I know about visionaries. Sometimes we fly too high My team knows this about me and they're used to grabbing my string and pulling me back down when I'm headed into the clouds. And right now, nobody's pulling me back down. They're asking questions, really good questions. They're challenging me and they're interested in watching this unfold. They're helping me build instead of trying to contain something that they know is going to be great. This tells me that we're onto something real. So let me be direct about what happens next. If you want complete access, if you want to learn how to replicate this in your own business, then here's the offer. It's called founding member for $250 a year, that means that I have to provide 10x the value to you. So you're going to pay $250 and I have to provide you with $2500 in value. So here's what you get. Digital Shelley access starting at the end of March and access to the beta testing 247 mentorship from our entire team's collective knowledge. You get the paid substack. You get weekly frameworks that build the language for whatever your one thing is. You get the two books that we're writing this year, the Wilderness and the Wildflowers. You can have them digital and you can have physical copies in your hand. If you love that like I do. Those two books are complete category defining content. Everything that we create going forward serves that mission. And being a founding member gives you complete insider access. Watch us build, learn from our decisions. See what works and what doesn't works. This isn't passive consumption. This is an opportunity to have active participation and building something that's going to outlast us all. Now, if you're new to the experience of Shelley Rude or you just want that free entry point, worry I've got that for you. Because I love open source knowledge. So substack launches tomorrow and that's our free entry point. We have five subscribers as of today, but you can help us grow this from the ground up, subscribe for no charge, share it, and be part of building this category defining intellectual capital in real time. You get free posts every Sunday. You get satellite content that orbits the same mission without requiring a form of payment. So you'll see how the content supply chain works from the outside in. And then when you're ready, you can always upgrade. But here's the real question that I want to leave you with today. What is your one thing for 2026? I asked you about a month ago, have you figured it out yet. I don't want to hear about your top 10 priorities. I don't want to hear about your scattered goals or your 12 projects. Just tell me what your 1 thing is. Tell me. The focus that makes you makes everything else easier or unnecessary. For me, it's building healthy female friendships for women veterans. Every system you heard about today serves that mission. The assessment, the bot, the books, the content supply chain. It's not scattered strategy. It's focused execution. And if you protected your capacity in 2025, if you defended your joy, your time and your energy, then 2026 is the year that you focus that protected capacity on the one thing that deserves it. General Patton was right, my friends. A good plan violently executed is better than a perfect plan. Next week we are moving it double time over here at Mission Ambition, we're building the one thing. It's messy on purpose because the women who need what we're building, they don't have time to wait for perfect. So the question is, are you ready to build your one thing with us? Well, that's all for today. I will see you next Tuesday with a guest. I am host Shelly Rude and you can count on me every week with powerful conversations about mission driven momentum. If you can't wait until then, then jump on over to Substack and subscribe to Mission Wildflower. Until then, stay hardcore, be at ease and trust the process. You're listening to Hardcore and at ease. Keep the conversation going at Join othersoverself. Com.