**A Journey of Resilience: The Story Behind A Better Lemonade Stand**
I almost forgot.
Last week, as I was putting my daughter to bed at 9 PM on September 11, it hit me—A Better Lemonade Stand had turned 12 years old.
September 11th has always been a significant date in my life, marking both triumphs and challenges. It was on this exact day in 2011 that I was laid off from my first job after college—an event that set off a chain reaction, shaping the course of my life ever since.
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## **The Layoffs**
For five years, I worked in Vancouver, Canada, managing marketing and operations for a chain of entertainment complexes and golf & country clubs—similar to Dave & Buster’s. I climbed the ranks quickly, overseeing hundreds of employees.
But financial troubles loomed.
The owner, a wealthy but reclusive businessman, had overextended himself with lavish purchases, including multiple country clubs. By 2010, the financial strain became unbearable, and drastic cost-cutting measures were put in place.
The Vice President, who was also my mentor, was tasked with leading mass layoffs—and he pulled me in to assist.
At just 25 years old, I found myself delivering the worst news imaginable to employees twice my age. The guilt was overwhelming. Every conversation weighed on me, and the workplace became tense. People avoided eye contact, unsure if they’d be next.
At one point, the VP and I even joked about whether it was safe to eat at the company’s restaurants—fearing retaliation from disgruntled employees.
The layoffs stretched over months, leaving the company with a skeleton crew, a tarnished reputation, and ongoing financial struggles. The experience drained me.
And then, the inevitable happened.
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## **The Turning Point**
One evening, I received a text from the VP:
*”Richard, can we meet tomorrow?”*
I knew what was coming.
On September 11, 2011, I sat across from my mentor as he delivered the same news I had given to so many others. My time was up.
While I wasn’t thrilled, I felt an odd sense of closure. The chapter had ended. The question now was—what came next?
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## **A New Path**
A few weeks later, I picked up *The 4-Hour Workweek* by Tim Ferriss. I devoured it in just a few nights, and by the time I finished, I had clarity: I wanted to build my own business.
I spent the next year diving into ecommerce—learning how to source products from China, set up online stores, and master digital marketing. Every lesson, every mistake, and every small win fueled my determination.
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## **The Birth of A Better Lemonade Stand**
Exactly one year later, on September 11, 2012, I registered [abetterlemonadestand.com](http://abetterlemonadestand.com).
At the time, it was just a personal space to document my experiences in ecommerce. I had no idea that this simple decision would change my life.
A year and a half into blogging, A Better Lemonade Stand caught the attention of Shopify. I joined their Growth team, helping scale their blog from 200,000 to 2 million visitors and witnessing the rare experience of a tech IPO.
As much as I loved Shopify, I knew deep down that my true passion lay in entrepreneurship. So, after a year and a half, I took another leap—leaving Shopify to pursue my own ventures full-time.
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## **From Setbacks to Success**
September 11th has become a defining date in my life—a day of endings, but also of new beginnings.
Losing my job in 2011 forced me to rethink my future. Launching A Better Lemonade Stand in 2012 gave me a new sense of purpose.
The journey hasn’t been easy. I’ve faced failures, challenges, and moments of doubt. But through it all, I’ve remained committed to growth—both in business and in life.
For me, entrepreneurship has never just been about making money. It’s about who I become in the process—the risks I take, the lessons I learn, and the impact I leave behind.
Twelve years later, I’m still here. Still building. Still learning. Still showing up for whatever comes next.
