Master Your Mindset: The Power of Thought Choices

Your brain is an amazing engine.

It is the ultimate hybrid machine. (Sorry Prius)

It runs on whatever you feed it. 

Positivity. Negativity. Enthusiasm. Cynicism.

Any ity, asm or ism.

Any octane.

Just pour it in the tank.

Your brain can churn it and burn it.

Or shake it and bake it.

You can set your brain to run on optimism.

Or you can set it to crank on pessimism.

It fires in both criticism and support mode.

It can process the profound and the petty. (Including Tom and Richard)

You can stoke your brain with greatness or gossip.

Happy thoughts or sad.

You get to decide.

Every day.

In every situation.

And if you choose a setting and a fuel that doesn’t serve you, you can change it at any time.

Key Takeaway

Your inputs determine your outputs.

And your mode determines your mood.


*If you know someone who could benefit from this message, please share it with them.

+For more of the best life lessons I have learned check out my book, What Does Your Fortune Cookie Say? from Ripples Media.

The Easiest Way To Have A Positive Impact On The World.

I got an email yesterday from Matt Wolf. Matt is the Academic & Career Planning Coordinator at Homestead High School in Mequon, Wisconsin, where I live. And Wolf, in case you hadn’t noticed, is a rock star kind of last name. So, for the rest of this story, I will refer to Matt simply as The Wolf.

The Wolf was putting together a Career Day extravaganza at Homestead. I knew this was happening, because he reached out to me to ask if I knew anyone that would be a great speaker on sports marketing. The Wolf share that students frequently list sports marketing as a career area they are highly interested in. I blame Jake Paul.

So I connected The Wolf with my friend and former coworker Leslie Stachowiak, who, in addition to having a name that would trip up a Spelling Bee champion, works for the Milwaukee Brewers, the Major League Baseball team.

The Request

But now The Wolf was apologetically asking me at the last hour if I could also fill a slot in the career day lineup. He wrote this apologetically because he asks me multiple times a year to come speak to the middle schools in The Quon about my career as the Founder and CEO of the advertising and ideas agency, The Weaponry. And since I volunteer for that job multiple times each year, he was trying to avoid asking me to also volunteer to speak at the high school.

My Most Important Work

What The Wolf doesn’t know is that I think the most important and impactful work I do is having a positive influence on the youth in my community. That’s why I always raise my hand to speak to the middle schools. (I also raise my hand because I use Sure Deodorant.) It is why I speak each year at Career Day at our neighboring Whitefish Bay High School.

It is why I volunteer to guest lecture at The University of Wisconsin, Madison (the most fun university in the history of universities), Marquette University, Concordia University, and basically any school that invites me to come speak.

My interest in having a positive influence on youth is also why I coach track and field at Homestead. It is why I also volunteered to coach track and field at Steffen Middle School this year. And it is why I have coached youth football in Mequon for the past 7 years. Which means I have proudly passed a lot of background checks. (The hardest part of those tests is remembering my address from 7 years ago.)

I love teaching life lessons and character development through athletics. Because the life lessons I learned through athletics have benefited me for a lifetime. Plus, there were never any Scantron sheets or number 2 pencils required on the track or football fields.

Not only have I coached these boys on the football field, I have shared my educational and career path with them. I also showed them how to grow hair. It looks like my work here is done.

Helping future generations is why I volunteer to speak with student-athletes at the University of Wisconsin whenever I can. Which is why my great friend Nicholas Pasquarello, Executive Director of the W Club and Strategic Partnerships, invites me to so many events and activities with current and former Badger athletes.

Helping kids is also why I wrote the book, What Does Your Fortune Cookie Say? I wanted my kids and the rest of the next generation to have quick access to valuable life and career lessons it took me decades and a lot of mistakes to learn.

The Answer

So I told The Wolf that I would happily come speak at Career Day next week. Because this type of work is a priority. I can’t think of more important or more impactful work.

Key Takeaway

Please consider sharing what you know with the next generation. And the generations after that. Whether you take time to share your knowledge and experience with the youth in your community, college students, recent graduates, or those navigating careers in your field of expertise, your wisdom and guidance is extremely valuable. You help provide a model and a path for others to follow. You have the ability to inspire others to follow your lead, to develop their skills, and to lean into their interests, passions and strengths. It is the easiest and most rewarding way to have a positive impact on the world.

*If you know someone who could benefit from this message, please share it with them.

+For more of the best life lessons I have learned check out my book, What Does Your Fortune Cookie Say? from Ripples Media.

Embracing Vulnerability: My Sunday Lesson.

On Sunday at church, I sat unusually close to the front of the sanctuary. My wife Dawn and I started a walk n’ talk with Pastor Bill Knapp in the narthex, and ended up walking him down the aisle until we got to the altar. Since we didn’t qualify for the exclusive seating on the altar, we sat in the second pew. Or the second row, if you don’t use the word pew. To me, this is the real first row. Because who sits in the row without a pew rack in front of them? People with nothing to hide from God?

I noticed things from that ultra-close vantage point that I had never noticed before.

  • There were more people wearing jeans to church than I realized.
  • I saw people who walk to the altar for communion but didn’t kneel to partake, presumably because their kneelers no longer kneel.
  • I noticed how the choir files out to the choir-itorium up front, then circles to the back of the church to grab a little bread n’ wine. (Emphasis on the little.)
    • I discovered the patterns the distributors use to return to the beginning of their side of the altar after working across the altar to distribute the Jesus goodies.

The Children’s Sermon

But I also witnessed something interesting during the children’s sermon. About 20% of the way through the service, our pastor invited the wee folk to come up to the altar for the children’s sermon.

Within seconds, I saw a young boy dash down the aisle like an eager bride on her wedding day. The boy sprinted to the altar, jumped the 2 steps to the main stage, and hit a hook slide across the wooden floor to a spot at the dead center. And just a foot in front of Pastor Bill. It was such an amazingly enthusiastic Dukes of Hazard way to show up for the word of the Lord that I couldn’t help but admire the young boy’s enthusiasm and aggressiveness.

After all the other kids filed up to the altar and took their seats crisscross applesauce-style, I saw another very young boy slowly approach the altar. This boy looked very timid, and unsure. He squeezed his father’s hand. And as he passed just in front of me, I heard him whisper to his dad, ‘Stay with me, ok?’ I then watched the loving father sit on the edge of the altar, with his arm around his son, so that the boy felt comforted in this scary, vulnerable and foreign situation.

After witnessing both boys approaching the same children’s sermon in the same church with such drastically different styles, I couldn’t help but consider which of these boys I identified with.

The answer came to me quickly and obviously:

Both.

While I love the eager, enthusiastic approach of Hook Slide Sven, and often employ a similarly energetic entrance, there are times when I feel like Timid Teddy.

When I was young, I felt that way a lot in specific new and confusing situations. Over the years, the balance has shifted dramatically. My moments of timidity today are few and far between. But they still happen. I don’t look meek. But I feel like I have no idea what I am walking into. But like Timid Teddy, I go anyway.

It’s important to recognize the value of experience. Anything you do can be scary and intimidating the first time. But do it anyway. Because everything you do is easier the second time. I see Hook Slide Sven at church all the time. He’s altared countless times for the children’s sermon and to sing in the children’s choir. He’s very comfortable in that environment. Which makes it easy for him to show up as his authentic hook-sliding self.

Timid Teddy was trying. Good for him. And good for you when you try something new, go somewhere new, eat something new or wear something new and bedazzled. It’s ok to show up feeling uncomfortable. That’s how you grow, learn, expand your world, and develop life skills and confidence. And once you are confident in a situation, help bring others along.

Key Takeaway

Sometimes you will feel confident, energetic and aggressive going into situations. That’s great. That is you at your best. Embrace and enjoy when you feel like that. It comes with experience. But know that it is ok to feel unsure, unprepared, apprehensive and cautious. The world does a good job of making us feel like that when we are out of our element and out of our comfort zone. When you feel unsure, but go, do, try, ask, join or partake anyway, you are growing. And that is just as valuable. Because when you do, you gain comfort and confidence. And you will soon be sliding into the same situation like Bo Duke, Rickey Henderson, or the boy at my church.

*If you know someone who could benefit from this message, please share it with them.

+For more of the best life lessons I have learned check out my book, What Does Your Fortune Cookie Say? from Ripples Media.

Create Your Big Life List Today.

You have a lot of amazing things you could do in life.

Adventurous travel.

Creating your own business.

Writing that award-winning thing that only you could write.

Doing things so interesting that you find yourself rubbing elbows with people who have really nice elbows.

But are you doing any of these amazing things?

Are you ticking things off Your Big Life List of amazing things that add to your life resume and make your enemies mad that they envy your experiences, accomplishments and elbows?

If so, you probably feel happy, fulfilled and purposeful.

If not, it’s time to jump on it, Kemosabe.

You are not getting any younger. (And after seeing how The Substance ends, you won’t want to try.)

Remember, you don’t know how much time you have.

Start Today

Consider the things you would regret not doing if tomorrow your ability to do was done.

Make a list. (Check it twice. Find out who is naughty and nice.)

Start with the biggest, most important activities.

Set self-imposed deadlines.

They are amazing tools to help you accomplish more.

Reflection

On a recent flight, my seatmate and I were talking about our lives and experiences. She commented on the number of impressive life-listy things I had accomplished. I told her that a Big Bertha-sized drive for me was that on the eve of my 40th birthday, I reflected and wrote a list of all the things I was proud to have accomplished. Then, I turned to consider all the things I had not yet done, seen or experienced.

That list of Things Undone has been a great driver for me ever since. Today, I am keenly aware of the many things I still want to do. So I keep a list. And I set deadlines. And I keep ticking them off.

You can too.

Key Takeaway

I encourage you to write your regret list this week. Find some time when you can reflect on what you would regret not having done, accomplished, tried, seen, tasted, explored, or created if you were to die this year. Then get going. It will lead to a more interesting and adventurous life. A life that you can be very proud of. And it will help you finish your time here with no regrets.

*If you know someone who could benefit from this message, please share it with them.

+For more of the best life lessons I have learned check out my book, What Does Your Fortune Cookie Say? from Ripples Media.

The best bargain you will find during Black Friday Week.

It’s that time of year again. My inbox is full of Black Friday promotional emails. Everyone is offering discounts to get you to spend your hard-earned money with them in their final push to profitability for the 2024 fiscal year. And these great deals have many salivating like Pavlov’s poodles on a pile of bull pizzles.

But I have already picked up the best bargains available this week. And you can too.

Yesterday, I drove to my local Goodwill store with a load of donations. I dropped off 5 boxes of clothes, shoes, toys and other odds and ends that have outstayed their usefulness in The Albrecht Home. (You ever notice it is always the odds and ends that go, and never the evens and middles?)

After dropping my load in the drive-through, I parked my Expedition and walked into the store. I didn’t browse. I headed directly to my usual destination at the far back corner of the store. There, between the obsolete records and DVDs, I found my favorite treasure hunt honey hole: the Goodwill used bookshelves.

I scanned every shelf, looking for discount gold. I found 5 books, each for sale for between $1.99 and $2.99 that I had to have. I made my way back to the cashier counter and paid for my collection. But I felt like I stole them. Because I only paid $14. And that included rounding up for charity.

For that $14 I got:

Driven by Donald Driver: From this book, I will learn a lifetime of lessons from one of the greatest football players of all time. I expected to be entertained, educated and inspired by a man who went from homeless to Super Bowl and Dancing With The Stars champion. How much would you pay to hear him share his best life lessons? I bet it’s more than $2.99.

Ziglar On Selling by Zig Ziglar: Double Z is known as the greatest authority on selling ever. (In fact, he sold me on that designation.) And in case you didn’t realize, we humans are all selling all the time.) I expect I will pick up lessons from this book that will help translate to millions of dollars of revenue from my businesses, books and speaking engagements. All for $2.99.

Built to Last by James C. Collins and Jerry Porras. From this book, I know I will learn successful habits of visionary companies. Not only because it says so on the cover, but because I have already read this book. But that was before I owned The Weaponry. Now I will reread this great business book with a new perspective that will help my business thrive long into the future. Which is worth far more than the $1.99 I paid.

How To Read Literature Like A Professor, A lively and entertaining guide to reading between the lines by Thomas ‘Bananas’ Foster: This New York Times Bestseller is sure to help me get more out of my reading and understanding of the most important books ever written. And I expect that Foster will have more interesting insights to share with me than when kids used to hold up their 3 middle fingers and tell me to read between the lines. Understanding the deeper meanings of great literature seems like a steal for just $1.99.

John Adams by David McCullough This epic biography of one of America’s Founding Fathers is sure to deliver great inspiration and historical insights. I will learn more about the grit and determination of those charged with creating and fighting for this great nation. And I might finally learn what was up with those powdered wigs. Plus, buying a 750-page hardcover book for just $2.99 means I got more value in burnable paper than I paid for. And that’s before you factor in a full squid’s worth of ink.

Key Takeaway

As you look for bargains this week, don’t overlook books. Books at any price offer immense value. But on sale, or at second-hand-discounts they provide the best return on investment you will ever find.

*If you know someone who could benefit from this message, please share it with them.

+For more of the best life lessons I have learned check out my book, What Does Your Fortune Cookie Say? from Ripples Media.

The valuable life lesson you can learn from chewing gum.

When I was a kid, I liked chewing gum. I found the whole process fascinating. And when I say the whole process, I mean the whole process. I discovered that human effort can transform gum. And through the same process, we can learn to transform ourselves. Which is getting pretty deep for a story about chewing gum. But let’s go with it and see what we land.

Chew, Chew!

Gum starts as a solid form. It’s typically a stick or a small blocky nugget of some sort. Although it could be shaped like tape or rope. It could be a primary-colored ball. (I always call gumballs Bryant or Greg.) Or your gum may be shredded like cheese if you are into Big League Chew. And I am into Big League Chew.

As you begin to chew, your gum changes form under your direction. It softens as you mash it and mold it with your molars.

During the chewing process, gum releases its embedded flavor into your mouth. Gumtastic flavors include mint, peppermint, spearmint, experiment, wintergreen, cinnamon, grape, orange, watermelon, sour apple, lemon, strawberry, blueberry and the elusive juicy fruit, the Sasquatch of fruit.

Despite the wide range of interesting flavors that are used to create and market gum, shortly after you start chewing, the flavor disappears. And when it does, the most enjoyable part of the experience is over. Boo.

Then, not long after that, the gum begins to harden. Double Boo.

At this point, the fun part of chewing gum is over for most people. In fact, most people spit their gum out somewhere between the flavor dissipation and the great hardening.

But my favorite part of chewing gum comes after most people quit it, spit it and forget it.

At that point, most people feel they have extracted all the value they could get from gum. Other than maybe sticking the hard, flavorless wad to the underside of a desk or a railing for Buddy Elf.

Most people have no idea what happens after chewing gum loses flavor and hardens.

But I know.

Because when I was a kid, I loved to keep mashing away after the thrill was gone for most kids. I felt like the gum became an opponent to beat. I felt the gum was challenging me to a showdown on the playground at high noon. And the formerly fruity gum thought it was tougher than me.

But I wouldn’t wave the white flag.

I kept chewing and chomping. Like a cow chewing cud. Or Hubba Bubba. Or Bazooka.

Then, an interesting thing happened.

The gum gave up.

The wad of gum that became so tough to chew threw in its tiny little gum towel. It softened again. And then it fell apart. It lost all shape. It lost its will to gum. It stopped resisting. And it literally liquefied.

The formerly proud gum became a runny puddle of nothingness. No flavor. No form. No function. In fact, you could no longer even hold it in your mouth. If you didn’t spit the puddle out it would leak out of your face.

I loved getting to that point. It always made me feel like I had won. I felt like I took on a difficult challenge and completed it. I felt like I took on a difficult opponent, and I beat it. Like Michael Jackson.

The Lesson

Gum chewing taught me I could do hard things. That I could push through the unrewarding muddy middle of a long process. And that if I just kept going, even when it wasn’t fun. I would win.

I have applied the gum-chewing lesson countless times throughout my life. I found the approach useful as a track and field athlete when the work felt hard and the rewards felt small. It was helpful as an entrepreneur when I started The Weaponry and found that you just have to keep chewing no matter what. The lesson served me well when I wrote What Does Your Fortune Cookie Say? and the work seemed long and the finish line was nowhere in sight. And as I faced the hard and unrewarding parts of parenthood, employment and yard maintenance I reminded myself that the key to getting through tough times and past challenging obstacles it to just keep chewing.

Key Takeaway


Success and accomplishment is like chewing gum. Everyone enjoys the beginning. It’s full of flavor and quick rewards. But when those immediate rewards disappear, it’s easy to quit. You lose interest and motivation. And when things get hard, it’s easy to get soft. But if you just keep going, keep doing and chewing, you will win. You will get the ultimate reward of knowing that you are tougher than the things you face. It’s an incredibly valuable lesson to learn from a stick of Big Red or Juicy Fruit. It’s a lesson that is more valuable than the fun, the flavor or the freshening the gum provides. But you only learn that lesson by sticking around when things get hard, and chewing to the very end.

*If you know someone who could benefit from this message, please share it with them.

+For more of the best life lessons I have learned check out my book, What Does Your Fortune Cookie Say? from Ripples Media.

What’s far more important than your physical age.

Are you worried about your age? Are you concerned that you are too old for the types of opportunities that now interest you most? Do you feel that you are too old to learn the new thing that is transforming your industry? Do you feel like you are too old for the dream you have been dreaming your whole life? Do you think you are too old to cut the mustard and not realize that mustard no longer needs to be cut?

Or do you think you are too young? That you don’t know enough and that you are not ready for the opportunities that are at your doorstep? Do you feel too young for the next level of responsibility? Do you find yourself singing, I don’t wanta grow up. I’m a Toys R Us kid?

I am currently reading Curtis Jackson’s book Hustle Harder, Hustle Smarter. You may know Curtis better by his monetary name, 50 Cent. Fifty talks about how some people have a difficult time transitioning as times change. Then he dropped these 2 cents (which may mean he is now 48 Cents):

“Age isn’t about what year you were born in. It is about how you approach the year you are in right now. “

-Curtis ’50 Cent’ Jackson

This is a good reminder to face today as if you belong. As if the changes, advances and technologies are coming for your benefit. Not to leave you behind, like Nicolas Cage and Lea Thompson.

Approach this year and every year with a growth mindset. As a learner. As a Curious George, ready to get into new trouble. Or as a Sponge Bob, ready to soak up new ideas and new possibilities, instead of simply becoming a Krabby Patty.

Key Takeaway

Your mindset should be an asset, not a liability. Approach each year with a youthful spirit and you will learn, grow, explore, and take advantage of all the new opportunities available. Recognize the new roles and opportunities afforded to you. Don’t get stuck in the good old days mindset. There are great things in every day. You simply need to adapt to take advantage of them.

*If you know someone who could benefit from this message, please share it with them.

+For more of the best life lessons I have learned check out my book, What Does Your Fortune Cookie Say? from Ripples Media.

Two valuable money-making skills you need to develop now.

Sunday afternoon I told my 14-year-old son Magnus we were going for a drive. He looked both confused and curious as he followed me towards the garage, pulled on his shoes and hurried out the door behind me.

As we tore out of the driveway like Bo and Luke Duke in my White Ford Bronco Expedition I explained that I had just seen a brand new listing on Facebook Marketplace for 3 large boxes full of 1980s-era baseball cards. The woman selling them posted that she didn’t know what was in the boxes. She simply wanted them out of her house. $25 took all 3 boxes. And I was hyperventilating. (Well, I was actually just hyper while I was ventilating.)

I collected these baseball cards when I was a kid. And I knew this created an opportunity to teach Magnus a valuable lesson. As we sped down the rural Wisconsin highway I told Magnus that one of the most valuable skills you can develop is a sense for undervalued assets. Those assets could be baseball cards. But they could also be stocks, real estate, businesses, antiques, coins, stamps, equipment and countless other things. Including undervalued people. (Especially undervalued people.)

The other valuable skill I encouraged Magnus to develop is the ability to move quickly. You have to act on your detection of undervalued assets before other people do. Hence the quick reply on Facebook and the Smokey and The Bandit-style driving.

You can’t do what Warren Buffet calls thumbsucking, and lose time re-contemplating when you already know what the right action is. Because as you wait, other people are discovering the undervalued asset. And only one person will be able to grab that asset at that price. So you gotta act like Sir Mixalot when they toss it. And leave it. And pull up quick to retrieve it.

When we arrived at the seller’s home the couple selling the cards were already in the garage, ready to tote the large boxes of cards to my vehicle. After some quick pleasantries, the woman shared that right after I responded to her listing she was flooded with others who also wanted to buy the cards. This confirmed my suspicion of undervaluedness. And it underscored the importance of acting quickly. From the time I first spotted the baseball card listing to the time they were in the back of my vehicle was less than an hour. Boom.

When we returned home, we estimated that there were 9000 baseball cards in the collection we just bought. We began picking out a few random cards from one of the boxes and immediately discovered 3 Randy ‘The Big Unit’ Johnson rookie cards from 1989 that were rare and desirable because they were printed with his wrong birth year. (But his correct height of 6′ 10″!) One of those cards alone was worth more than we paid for the entire collection.

Key Takeaway

Develop a sense for undervalued assets. This comes from understanding markets just well enough to have an undervalued item ping on your radar. All you need is that ping. Because once you sense it, you can perform quick research online or by phoning a friend to get a better sense of the specific value and opportunity. As soon as you have a high degree of confidence that you have discovered a good deal that you can capitalize on, you have to act. Commit and complete the sale swiftly. Because gold doesn’t lie on the sidewalk for long.

*If you know someone who could benefit from this message, please share it with them.

+For more of the best life lessons I have learned check out my book, What Does Your Fortune Cookie Say? from Ripples Media.

Why it is time for you to harvest more good ideas.

Good ideas are everywhere. Like oxygen and excuses. That’s because people have good ideas all the time, and they are happy to share them with you. In fact, a good idea is the thing people are quickest to share. Because people don’t want to keep good ideas to themselves. It is only through sharing your good ideas that your ideas get validated, like parking. It is only through sharing a good idea that you are given credit for being smart, creative or insightful. Or for being good at evading the law.

Are You Gonna Come My Way?

People share their good ideas with me all the time. Some share because I am an entrepreneur. And entrepreneurs are known for bringing good ideas to life, like General Electric. People share with us either because they want advice on how to bring their idea to life, or because they are hoping that we will bring their idea to life because they don’t have the time, money or energy to do it themselves. Which is kind of like giving your idea up for adoption, because you know you are not fit to raise the idea on your own. Yet you don’t want to terminate your idea either. #ProIdea vs #MyIdeaMyChoice

Another reason people share their good ideas with me is because I am a professional creative thinker. I lead the advertising and ideas agency The Weaponry. So when you think of a great idea, you naturally want to share it with someone who will recognize it and appreciate you for coming up with it. People also know that I will have ideas on what they should do next. Kinda like the owl that those kids asked how many licks it took to get to the Tootsie Roll center of a Tootsie Pop. (Drop the answer in the comments if you know.)

The third and perhaps most important reason people share good ideas with me is because I am looking for them. It’s the law of attraction. They come my way because I am coming their way. And we meet in the middle, like Parker McCollum and Maren Morris.

Why You Should Harvest Good Ideas.

Ideas create opportunities. They make things easier. They make things more enjoyable. They create more Wow in your world. And they offer more ways to make money than The Mint. (Actually, The Mint only makes money the coiny way and the bulliony way.)

But good ideas also offer clues, instructions, blueprints or templates on how to create more good ideas. Because the same insight, combination, application or exploration that led to one good idea can help create more. You can always reverse engineer a good idea, and once you discover the process, you can apply it to create countless others. Which means that when you collect good ideas you are also collecting keys to unlock more good ideas.

Key Takeaway

To live a successful, creative and interesting life, become an idea harvester. Look for them. Go where they grow. Spend time with idea creators. And move through the world like a combine moves through a field of corn, wheat, soybeans, or AI-generated light bulb plants. Pick all the ideas you can. Collect them. Polish them. Combine them in new and novel ways. And they will create more value than anything else can.

*If you know someone who could benefit from this message, please share it with them.

+For more of the best life lessons I have learned check out my book, What Does Your Fortune Cookie Say? from Ripples Media.

A great adventure book that will help toughen you up.

Yesterday afternoon was chilly in Wisconsin. The mid-October temperature dropped throughout the day. Dark clouds rolled in. The wind picked up. And I was outside mowing my 1.7 acre lawn in Mequon on my John Deere lawn tractor.

Suddenly the clouds burst open with rain. Big fat, cold drops quickly soaked my clothing. The wind whipped at my face. The obvious discomfort brought a big broad smile to my face, and I just kept on mowing.

You see, as I was mowing I was also listening to the tail end of the audiobook Astoria by Peter Stark. This amazing book tells the epic tale of the men and one woman who set off to establish the first American settlement in the northwestern United States in 1811 at what is now Astoria, Oregon. You may know Astoria better as the location where The Goonies was filmed. #pinchersofperil

This adventure had huge influences on the development of the Pacific Northwest, including the discovery of what would become the Oregon Trail and fertile ground to grow grunge music.

Astoria was the vision of famed fur mogul and real estate hoarder John Jacob Astor. Astor wanted to establish Astoria at the northwestern hub of his transcontinental fur trade where the great Columbia River meets the Pacific Ocean with a roiling fist bump. This is just down the block from where the Lewis and Clark expedition spent a miserable winter once they reached the Pacific Ocean at Cape Disappointment. (Note to self: Don’t move anywhere that has the name Disappointment.)

The expedition dealt with unfathomable challenges as the overland party trudged across the continent with resistance at every turn. While others experienced the worst the sea has to offer as they sailed from New York City, south around Cape Horn, to Hawaii, and on to Vancouver Island. Things went bad. Really bad. Which is part of the reason this story hasn’t endured as a great American tale. But it is also the reason the story is so fascinating to read now.

Astoria is one of the top 3 adventure books I have ever read. It ranks up there with Stephen Ambrose’s Undaunted Courage about the Lewis and Clark’s adventure, and Endurance, about the fateful voyage of Ernest Shackleton’s crew to Antarctica.

Key Takeaway

If you like stories of survival, adventure, drama, business, or history you will love Astoria. This instant classic will also remind you that things could always be worse and that you can endure far more than you think you can. All of which makes a little cold rain on your lawn tractor feel like no problem at all.

*If you know someone who might enjoy this book, please share this review with them.

+For more of the best life lessons I have learned check out my book, What Does Your Fortune Cookie Say? from Ripples Media.