If I had to pinpoint the very beginnings of Orta it would be this moment: On a squinty-bright afternoon about 15 years ago that smelled like eucalyptus and dust, I was suddenly overcome by stillness and interconnectedness, like the descriptions I’ve read of people seeing God. But instead of Grace, I saw garbage.
The best time to plant a tree is 20 years ago. The next-best time is now.
The same could be said for blogs.
When Orta was in its infancy, I asked Tina Seelig, a Stanford professor of entrepreneurship and mentor to me what I should do to turn my side hustle into a going concern. “Start a blog,” she said. “Tell your story as it happens. Convert people to your cause. Then, by the time you’re ready to sell anything, you’ll have fans who could turn into customers.” That’s probably the best advice I ever didn’t take.