Remember why you started

Hey, friend!

If you don’t mind, I’d like to start with a question. Why did you start your business?

The reason I ask is that I’ve started multiple businesses. Some never got off the ground; they were nothing more than an idea. Some failed. At any rate, I’m thinking about one in particular right now: candle making.

Back in 2001, or somewhere around there, I was buying Glade candles, and I remember one called Mountain Berry. I had to look it up, but that really is what it was called. It smelled so great, like blueberry, but those candles didn’t last very long and there wasn’t much wax. I was talking with my mom and my aunt, and my aunt said, “You should make candles.” I thought, “Mmm, yeah, that would be fun.”

So my daughter and I started making candles. We got some simple paraffin wax and reused containers from candles I’d bought. I still have the picture of my daughter and me doing that. It was so much fun. Of course, I didn’t really know what I was doing, and the first candles that came out were a hot mess.

I remember getting my income tax refund that year and telling my husband I wanted to buy supplies and get into candle making. He said, “Well, that’s for girls. It’s not for boys.” I wish I had done more homework back then. We didn’t have the internet like we do today, but I could have gone to the library and found out about Yankee Candle. Michael, the founder, started out melting wax crayons, and I think he gave a candle to a family friend. That’s how it took off.

People started liking my candles, and they wanted me to make them for them.

Here’s a little backstory. I was working at a law firm as a paralegal, and I loved what I was doing. It was fun. I was deciding whether to go back to college and finish my law degree. I ended up not doing that. In the meantime, I got my candle supplies, and I was overjoyed. I started making candles, and of course people wanted them.

Then I suffered a severe traumatic brain injury. I was leaning down to put money into the safe in the back room, which was dirty, when I stepped on a piece of metal that swung forward and hit me in the head. Afterward I couldn’t figure out the process of making candles, or making coffee. I couldn’t remember what a TV was called, or a steering wheel. I had all kinds of problems.

During that time I was also learning how to build my first website, because I couldn’t afford marketing and couldn’t afford to pay anyone. So I had to do it myself. I was sitting there with a brain injury, and back then we couldn’t build websites like we can today. I was talking to my brain, saying, “You are going to work.” But it just wasn’t complying.

Thankfully, the Lord healed me. After some time, I got my abilities and my skills back, and I am extremely thankful. Thank you, Jesus.

After that, people started noticing that I made candles and built websites, and they wanted me to build theirs. I got good at graphic design and eventually got a job as a graphic artist at the Daily Ardmoreite, a local newspaper.

My business went through a series of ups and downs. I was never able to make it really successful. At one point I was a keynote speaker for Procter & Gamble, and at another time we manufactured candles for DaySpring, a Hallmark subsidiary, but it was never truly prosperous.

Here’s the part I haven’t told you yet. When Scentsy came out, people started asking me, “Do you make wax melts?” I said, “No, I’m not doing that.” Instead of pivoting with my customers, I stayed staunch: we don’t do that. I did candle refills, where they bought a candle and the refill was half price. I offered all kinds of scents, colors, and customizations. But I was not willing to pivot with the customer.

Not only that, I sold warmers, and that was doing great. But I never got people’s emails. Email was becoming a thing, and I didn’t collect anyone’s. I would just go on to the next sale, and the next, which meant I was constantly having to create new customers. I started losing customers to Scentsy.

Then I got frustrated. Bitter. And I wasn’t making money. I struggled with many things. I got into fear. I got into failure. I felt like I just couldn’t get up.

I tried many different times, many different avenues, many different things, but I never made it. It was so frustrating because I couldn’t understand what was going on.

Instead of focusing on why I started, I focused on why it wasn’t working and on what other people were doing, like Scentsy. That’s silly. That’s ridiculous, right? Instead of focusing on my clients and doing the very best I could for my customers.

So here is what I do today: I ask myself, why did I start? Fast forward, and I’m building out this brand, Solid Solutions Today. I’m building partnerships, and I’m working on reneahanks.com. I’m thoroughly excited about this site you’re on. I got completely focused on one channel, Pinterest, and I’m seeing real, true traction. It’s very encouraging, very exciting. Now, friend, some people can do all the channels. I’m not like that. I’m a one-horse, one-pony gal. One pony is all I need, and it’s worked very well for me.

But this is more about me and why I started. I love to encourage people. That’s why I’m doing this right here. I’m actually doing it by dictation, telling the story and having it typed up, because I struggled when I was writing. I do better if I just tell you. When I write, I’m constantly trying to correct myself.

So what am I doing now? I’m focusing on all the things I love instead of trying to fit in anyone’s box. God has gifted me to do many different things, and when you look around reneahanks.com, you’ll see all the different things I do. I don’t have to do just one thing, and He never said I had to. The only two things He told me I’m supposed to do are to love Him with all my heart, mind, soul, and strength, and to love others. Other than that, I can work and do the things I want to do. I can do candles and technology and writing and whatever. And so can you. That’s my point.

So I want you to think about it. Why did you start? Did you start out of necessity, because you had to do something? Was it motivation? Was it to fill a gap you saw somewhere? Why did you really start? And if this business was handed down to you through the generations, why did your grandpa start? Why did your mama start? Why are you continuing?

If you don’t have a pep in your step about what you’re doing in this business, let’s talk. I’m not trying to sell you something. I’m just saying, let’s talk. Let’s get it out, because we have things to fulfill, and God has a purpose and a plan for your life, just like He does for mine. The whole purpose of this letter is that I want you to be encouraged, and to rattle your mind a little bit about why you started. What was the reason?

I started with technology out of necessity. I had to. I started the candles because I love fragrance. I’ve loved it since I was a little child. I used to go to the perfume store, oh my goodness. Love’s Baby Soft was one of my first favorites, and Jovan Musk. It makes me laugh to think about it. I can smell Love’s Baby Soft right now in my mind. That’s what I’m saying: I love fragrance. I still love it today. When I smell a beautiful fragrance, I get excited and I’ll start singing and humming. And you know what? I do the same thing when I’m coding. I pull up GitHub, I’m working back and forth with Claude, and I’m loving it, and I’m singing.

What makes you sing? What puts a little pep in your step? If you don’t have that anymore, and you used to, what’s the first step to get it back? What has made you bitter? What has made you not want to keep going? What has you searching here right now, needing some encouragement?

You can do it. You just have to remember why you started in the first place. I love you, friend, and I’m rooting for you. I want to encourage you today. The Lord loves you. Don’t you ever forget that.

With love,
Renea