Dear Family,

If you’re reading this, you made it.

In a year where so many faced unimaginable losses, challenges, and heartbreak, you’re still here. That’s no small thing. Now, with the new year upon us, we’ve been given a fresh start—a blank slate to write the story we want for 2025. 

But here’s the thing: what you do with this fresh start is entirely up to you. No more excuses.

It’s easy to talk about what we’re going to do—how this year will be different, how we’ll finally hit those goals, how we’ll make those dreams a reality. But the truth is, talk is cheap. In twelve months, the only thing that matters is the scoreboard. Did you show up and deliver? Or did you get caught in the same cycle of coulda, woulda, shoulda?

The difference between those who normalize excellence and everyone else is action. 

The .01% don’t just set goals; they execute relentlessly, day in and day out, until those goals are met. They don’t wait for perfect conditions or inspiration to strike—they get to work. So as we step into 2025, I want to challenge you to make it count. 

Reflect on where you’ve been, yes, but also decide where you’re going. And then take the first step.

This year is your opportunity to be the person who doesn’t just say they’re going to accomplish their goals but actually does.

From LUX, With Love

Matt