Why I am shutting down rather than selling

October 29, 2022
One of the hardest things you’ll ever do as a person or entrepreneur is admitting when something isn’t working. I talk a lot about not being scared to fail. Failure is scary because admitting it to other people (and yourself) is not fun or pleasant. It can be a bit embarrassing.

Well, I am shutting down my brand, ENEMY. I don’t want to waste more time on something I’m not committed to figuring out. That said, I need to sell an inventory of 4,000 pairs of sunglasses. So, we are having a 50% off clearance closeout sale until December 31st, which will be the final day. Why am I shutting down ENEMY?** (1) Every single one of us has the same amount of the valuable asset — time. Every day, each of us chooses how we invest this incredibly precious asset. I have decided to stop investing not only my time but also money and energy into ENEMY. I want to focus more on my other businesses that are moving the needle.

** (2) Failure is relative. When I tell most people I’m shutting down ENEMY, they say they thought the company was successful. Then I ask them to define what success is. Over the last 3 years, ENEMY has done over $2 million. For those who start a business from zero, that amount would be classified as ‘successful.’ But, I have other companies that are much more successful, growing, and scaling outside of me.

** (3) ENEMY was competing with thousands of sunglasses companies online. And although ENEMY is badass, premium, and at an incredible price, I didn’t have one thing the other companies have – focus. I wasn’t focusing. These companies are focused with their time, resources, energy, and excitement; I am super spread thin.

** (4) This brings up my last point. When I started ENEMY, I never intended it to be a brand I promoted. I thought I could scale it as simply a super cool brand with targeted advertising. After I relaunched the website without me featured, I realized that people were actually buying because of me. So for that, I want to say thank you! But now let’s get to the meat of this newsletter.

Here’s the scoop. I didn’t sell the company because I didn’t want to get ENEMY ads on Facebook, Instagram, or YouTube. I didn’t want somebody else to take something that I started and make it crazy successful or fail. I don’t want to see it, so I’m shutting it down.

Don’t let this story give the impression that you should not take chances. Just because I’m choosing to stop ENEMY, you shouldn’t get the impression that you shouldn’t try. Don’t be fearful of failure. Fear regret! If you ever want to accomplish anything, you must be willing to take the chance. Don’t let anybody stand in your way until you can’t do it.

So, as I said before, ENEMY is now 50% off. They will be collectors’ items because I will never make them again. I own the trademark, so nobody can do it, either.

I may have an incredible work ethic, but you’re why I’ve been able to do what I’ve been able to do. That’s why I feel it is fitting to tell you the backstory and the truth. I also want to thank you from the bottom of my heart for all the support & friendship. Thank you again, gentlemen!

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Aaron Marino (alpha m.) is the number 1 men’s lifestyle influencer with over 8 million followers combined across multiple social media channels.

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