Why did we decide to do this?

What have we learned?

10 years ago, I was excited to start a car magazine. Not so much because I wanted to show pictures of cool cars, but because I wanted to make sure the people who built them were recognized.

I remember telling people, “I don’t want to chase down celebrities. I want celebrities to see how awesome this magazine full of real world gearheads and chase US down to be part of it.”

Even then, I knew it was the PEOPLE behind the machines that mattered most.

I just didn’t know then what I know now.

Switching to The Gearhead Project came from a simple idea.

Make a difference in the lives of those who make a difference in yours.

That’s it.

Instead of continuing to chase people who just don’t care, I decided to focus on serving those who do.

Instead of saying, “Hey everybody! We help anybody trying to do this!” It’s saying, “Thank you for supporting my dream. How can I help you with yours?”

There is incredible clarity in this kind of thinking.

For years, I’ve been saying business should exist to make a difference—because profit will follow. I’ve done a shit job of making a difference. I’ve been hinting and suggesting and encouraging, but not delivering.

That all changes now. One person. One problem. One step at a time.

I know it might not make a lot of sense to a lot of people—but I don’t care.

If it makes sense to you, we’ve got a good thing going.

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