
Kili, my friend Greg and myself bringing supplies to the village.
This post is written in memory of my friend, and adventure partner, Greg Antunes, who left us way too soon.
My first steps as a business owner involved donkeys, the four legged kind. After leaving a country and a 9 to 5 some five years before, I was now taking an even bigger leap of faith. This time I was going to create my own business instead of working in someone else’s.
‘What is your business idea?’ my friend Greg asked me.
Well, I will rebuild the old tribal villages in the hill, map a network of trails between them, setup the logistics to keep these camps open and make sure they operate in a sustainable way.
My client base will be the ever growing expatriate corporate community in Dubai, which spends too many hours in meetings and in front of computers. I would integrate the coaching with challenging outdoor activities.
This was the plan, did it go as planned? Of course not, but this is what I learned along the way.
New Opportunities

Starting off on my own made me realize that opportunities or that funny thing called ‘luck’ is actually created, by us. This doesn’t mean that I was lucky at every turn, far from it. But I certainly wouldn’t have had the following opportunities.
- Meet and obtain the support of a member of the royal family
- Develop a working relationship with the Air Wing which made transportation a lot easier in the hills
- Meet some awesome human beings who taught me a lot more than hours of meetings inside office towers
I could go on about the amazing experiences and ‘lucky’ times I had just because I decided to create and start something new and launch a unique concept in the region. The most important of them all is undoubtedly meeting Ameena in 2006.
Giving back and creating meaning
Although I was an expat with very few rights in that country (except the right to work), I believe that when we are given such support we need to give back. This is where my mindset changed the most from being employed to self-employed. Setting up a business, helping clients and growing thanks to powerful supporters is important, but it is not everything.
While Tim Ferriss and others would have you believe that working a few hours a week will make you part of the ‘new rich, he is wrong.
Any entrepreneur worth his salt will tell you being ‘rich’ isn’t measured by your bank balance alone. If this is the case you are lacking something much more important, creating meaning in your life.
For me, the search for meaning in life and work came through helping a cause I believed in and working with the local community to help them gain new skills. A far cry from hiring the cheapest bidder in a developing country to handle your emails.
Automating your life isn’t liberation. This is what robots do. I prefer to get involved with the people around me rather than send them a thanks but no thanks email. We only grow as people by making connections with others.
These connections shouldn’t be a one way road and yes it takes time, sometimes a lot of time to build relationships. But removing 80% of humanity on the grounds that they are wasting your time sounds harsh and in my case would have made me skip some of the best moments in my life.
Some of my work in the hills even attracted the attention of international media like the BBC.
Tough lessons
Anyone who runs his or her own business will tell you tough times are part of the deal. Don’t believe the experts online who want to sell you how some great new tool will do wonders for your business. Tools or tactics never made a business run successfully.
Strategy and long term goal planning are much more important. After two years running I realized I overextended myself, with a fleet of Land-Rovers and employees literally running around the hills I had to cut back and re-examine my business model.

- What worked well was linked to my corporate coaching retreats for executives. They hiked or flew in and we spent weekends working on how to regain energy in their life and work.
- On the other side I was focusing too much on smaller retail clients which required a lot more time and not paying enough.
If there is one skill I really learned as a business owner it’s learning how to value my time and charging what it is really worth.
I delegated a lot but over-serviced many who didn’t deserve it. Unlike my friend Marcus Sheridan I did ‘hire’ clients whom I should have turned down and learned the hard way.
This is my take on starting off a new business overseas.
Let’s start this conversation
- I would love to read how you find meaning in your life?
- What did starting a business teach you?
Hi I'm a coach who believes life is an adventure, and entrepreneurs need to cultivate an adventure mindset to succeed.



{ 27 comments… read them below or add one }
You are so right about opportunities — they are everywhere, but they tend to only be noticed by those who are actively engaged. “Chance favors the prepared mind” as the quote goes, or for entrepreneurs “the prepared life.” Sure, some luck is pure luck, but as you point out, a lot of luck we make ourselves.
I like the part about meaning, and I believe the great part about business is that in most cases, it involves providing value to others — so if you look hard enough there is always meaning to be found.
So many jewels in here, John, hard to say anything that would add to the conversation. I’ve learned a world from you and continue to do so. Loved it about rich ain’t in bank acct balance. We’ve got to lay a foundation; an interior before the exterior things many anything at all. Starting a business continues to show me on a daily basis how much I don’t know and helps me to appreciate things more..although I still need training on the appreciation level. One thing for sure, starting a business and persevering continues to teach, everyday.
@Jacob Yount Thanks Jacob. There is nothing wrong about being rich in the bank, but it’s not a goal in itself. Money isn’t a goal, it’s a tool. The mindset which you have is what makes the tool create great stuff.
Everyday, we learn a bit more.
What? How am I even going to come close to topping this? Did you know I took a space walk on one of the shuttle missions? Of course, back then I went by the name of Mike Fincke, but that’s a story for another time……….
I don’t say no often, but only say yes if I know I can give it the attention is deserves and I will be all in. After saying yes and disappointing some people I learned my lesson quickly.
What a great story and you really went out on a limb to do this. You definitely had the entrepreneurial spirit and makeup.
This might sound corny, but I find meaning in life by helping others. That’s how I want to be remembered and hope I have impacted somebody’s life in a positive way.
I’m an owner but didn’t take the risks to start a business. I could have gone off on my own, but I’m ok with my current station in life. It has worked out ok for me.
Thanks for sharing this; enjoyed it a lot. I didn’t really do the space walk……….I had to drive……….
@bdorman264 Agree with the helping others Bill. It doesn’t sound corny, in the end the only thing we really leave behind are memories, might as well be good ones.
First off most rich people I have met are miserable saps. I truly believe in balance John. Those who pursue just money as success often have tragedy or drama or sadness or all of this also in their lives. The list is endless. I have always had the pursuit of happiness and experiences in my life. I could amaze you with stories of blessings that even though I play the lottery sometimes I have already won it 10X over. But being a Taoist helps. Most people don’t flow with life like they should.
And anyone who is a get rich guru online just means ‘I will get rich off you by selling you a bunch of hollow lies’
If their strategies worked would they really be selling them to you or me? Wouldn’t they use them and keep them to themselves? Illogical that stuff.
Saying no is often the hardest thing to learn in life. Whether that is saying it to friends, family, clients, prospective clients or yourself. When I was 33 I got rid of all the ‘energy vampires’ in my personal life. It freed me to to no end. I still have a hard time saying no but I am much better at it.
The one thing I learned John is never ever build a relationship in a way based on an ulterior motive. Meaning I might need to build a relationship for a strategic reason, but it has to be genuine to the level it should. Don’t make friends with someone you loathe to get you something. But you can have a professional business only relationship with someone like that if necessary. But best to find a way around it completely.
@HowieSPM I’m not miserable………
Don’t be spreading the rumor that if the strategies really worked why would be selling them? Nobody will be buying my stuff then…………
Yes, you can have a professional, business relationship and don’t have to go out for beers.
@HowieSPM Most people don’t flow in life like they should, true words Howie. To being more like water.
Saying No is a skill and one which takes work. It’s interesting that we aren’t taught that one isn’t? Seems more like life teaches it to us.
Hi John,
I used to think life was about moving from one thing to the next, amassing stuff along the way. I have since found out this is not the way to a better life. If I want a better life and I want meaning in my life, I need to open up[ more and love others freely.
I was a slave to booze and drugs for years. I could have wound up like Amy Winehouse but I didn’t. My mission is to help others. That is what gives my life purpose and meaning.
I don’t know about having my own business, but I do want to write that book and start making money that way. I want people who are in tough situations to know they are not alone.
@NancyD68 How is your book writing going?
@John Falchetto I did some work on it this weekend. Hoping to have the first chapter done by midweek John.
Wow John, so many great thoughts in here. I am right there with you that outsourcing life doesn’t lead to happiness. I want to be doing work that I want to do, not something that I am trying to avoid doing.
@SoloBizCoach This 4HWW is an ongoing pet peeve of mine. Outsourcing some stuff can help but giving away relationships, the life and blood of any business to someone on another continent is pure madness.
Hello John.
How do I find meaning in my life?
I am fully engaged in learning how to build a small business so that I can help people like myself who don’t know how to build a small business.
In that pursuit is the full meaning of my life. I want to really learn how so that I can teach it to others who can’t.
Business shouldn’t be this hit or miss, fail, fail. try again. The principles, structures, strategies and tactics that hold a business need learned and taught.
I climbed the ladder that I thought would answer my ambitions. Wrong wall, right ladder. Now I have the right ladder I am learning how to reuse it in this quest.
It is not solely about money, recognition or something like that.
It is about choices. Having the choice of how to use my time wisely.
at 56 I’ve been around. Family, love, true friendship and respect for and by friends is the drive of life.
I often say that ” too many people beg for love, but you earn respect.”
I’m new to building a business, this year and next will show how that goes. It’s part time and there are reasons for that.
Connecting with you and following your story is a real inspiration for me. I aim for things that you have already done.
Meaning comes from knowing, knowing leads to caring, caring provides experiences and those create purpose, purpose is the substance of life. Purpose gets me out of bed, moving among people and acting upon the desires in my heart.
Thanks you for this post, and excuse my extended comments. I really appreciate all that you bring to this medium.
Billy
56 huh? Are you supposed to say that on the internet? I thought we were all the same age…….:)
@bdorman264 Hmmm! I hate to tell you this Bill, but… he, he, he, we are all the same age but some of us don’t act it!
@Billy_Delaney Nobody ages on the net @bdorman264
Wrong wall, right ladder. Love this Billy and your extended comments. I look forward to reading more about your journey up the right wall and the new ladder.
,@John Falchetto Thanks John. Really inspired by your journey as I climb the ladder of mine. I keep you informed as I go, and be sure I’m following yours. B
As a gearhead, I’ve found stories of passionate owner-enthusiasts to be consistently more meaningful than paraphrased press releases and opinionated reviews of new models. Far and away, sharing in the joy and (disappointment) of the ownership experience has shown me the humanity powering the international automotive community.
How has my perspective of politics changed since having conversations with gearheads in Australia, Germany, and Iran? At the end of the day, we are all human beings. Starting this business has shown me the value of getting my head out of my ass and seeing myself part of a largely un-national, global society.
What I’m pursuing and how I’m going about it is becoming more and more a function of why it should be done.
Ah I should send you my rebuild your Defender 110 in three steps series
They didn’t move fast but boy were they easy to maintain and simply incredibly tough.
I love how being a gearhead has allowed you to share with others globally. You are right we are all the same, and a common taste for car ownership can do wonders to break down some barriers.
So why should it be done?
Saw a Defender on the way to work here in Phoenix last Friday morning, actually. They were only sold State-side for a short while before they were deemed unsafe or something. Certainly a rare – yet highly regarded – vehicle.
I would LOVE to see the series, John. Please let me know where I can find it!
Why should the work be done? Because I depend on these people. If I can make their lives better, they will be better able to help me out (which means I’ll be better able to help them out). Limitless human potential is fertile soil for exponential advances in humanity.
I’m sorry to hear of your loss John, it seems we all have people who leave us too soon, who we wish we learned more from.
Life is full of tough lessons, but they all have meaning, they all have purpose. And they’re all designed to make us stronger in the end
Well perhaps not all, the death of a young man is always a waste.
I have to agree with that. I have lost a few friends and never found an explanation for why other than it is a tragic loss. Very sorry for yours.
Wow! Just wow … where have you been hiding that video? I remember the first time you told me about the village and the stories about loading up the donkey’s with gear I was in awe. THEN you took me to the village and it was just mind blowing the amount of work that you’d done there and how inspirational the project was.
All too often we run around chasing our tails, keeping our heads down and working without any meaning. Attaching a real meaning to what you do is hard.
What a great post. You took me back to 2006 when we first met and I choked on my green tea because you gave me butterfies.
That was the green tea and dirty water not me!
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