Author: Henry Murphy

You might see this title and wonder, What in the world is Henry talking about today? What is a Not-To-Do List? Well, it’s exactly what it sounds like it’s a list of things you have to stop doing because they don’t lead to your desired outcome.

I’ll use myself as an example.

As I plan the relaunch of Unapologetic®️ and continue to bring value to my students at The Ground Up Academy, I realized that everything on my to-do list must align with these two priorities. It’s easy to get distracted, especially when scrolling on social media. Even though I’m intentional about what I consume, there are always trending topics that tempt me to take a deeper look. In those moments, I have to remind myself bookmark it and come back later. Because if I focus on it now, it will pull me away from what actually needs my attention.

My to-do list is crystal clear: tightening the foundation, business credit, 401(k) planning, smart investments, social media trends, mastering funnels, hiring new staff, writing job descriptions, and bringing on administrative assistance. These are the things that belong on my calendar nothing else. Not just surface-level work, but Deep Work uunderstanding how each piece fits together and how one thing affects the next.

Everything not aligned with these priorities? That belongs on the Not-To-Do List. It cannot make it onto my calendar because it becomes a major distraction.

This is the best way I can explain it—stop doing the things that are pulling you away from where you’re trying to go. Busy does not mean productive.

God Bless The Entrepreneur

Like most entrepreneurs, when I first started out, I had no idea what I was doing. And honestly, even after over a decade in business, I’m still learning every day. That’s the beauty of entrepreneurship. It’s a continuous journey of growth. And that’s exactly why I want to talk to you today about Lifetime Value Customers and why they are critical for your e-commerce brand.

When I first hit the road, my only focus was sharing the vision behind my brand. But something started happening. I would return to the same cities and see familiar faces wearing the last hoodie or t-shirt I sold them. And not only were they rocking the brand, but they were buying again. It happened so consistently that I couldn’t ignore it.

Then, when I shifted my business online, it became even more clear. I started recognizing patterns in my e-commerce store and realized I could predict revenue based on repeat customers. That’s when I truly understood the power of Customer Lifetime Value (LTV).

At first, I thought running an ad to get a sale was the win. But I soon realized that ad was just the first step in the customer journey. Once a customer entered my ecosystem, I didn’t have to keep paying for their attention. I owned that relationship. That’s when I got intentional. I built loyalty programs, email sequences, and SMS marketing lists to nurture and guide customers through my brand’s journey. And that’s what you need to understand:

Once a customer is in your world, you have control over how they experience your brand. You can introduce them to your mission, values, behind-the-scenes process, and brand story, everything that makes your business more than just a product.

Why Is This Important for Your E-Commerce Brand?

Because acquiring a new customer is expensive. If you’re constantly chasing first-time buyers instead of nurturing repeat ones, you’re leaving money on the table. Customers who keep coming back increase profitability without increasing ad spend.

Let’s break it down with real numbers:

If a customer spends $65 on your hoodie and orders six times a year, that’s $390 per year. Now, if they remain loyal to your brand for three years, their total Lifetime Value (LTV) = $390 × 3 = $1,170.

That means one repeat customer is worth over a thousand dollars to your business. Multiply that by 100 customers, and you see the bigger picture.

What Should Your Focus Be?

Your focus should be on building relationships, not just making transactions. How do you do that?

1. Deliver Quality – Make sure your streetwear, apparel, or product line is something they’ll want to buy again.

2. Engage Your Customers – Use email marketing, text campaigns, and social media to stay connected.

3. Create a Community – Make customers feel like they’re part of something bigger than a brand.

4. Prioritize Values – People connect with businesses that stand for something.

At Unapologetic®️, our values shape everything we do. from the way we design and manufacture our apparel to the way we serve our supporters. We don’t just sell clothing; we build a movement. And that movement is why customers keep coming back.

So, ask yourself: Are you building a transaction-based e-commerce business or a relationship-driven brand?

God Bless The Entrepreneur

The sun is setting here in Georgia, and it feels pretty good. I hear birds rustling in the dead leaves as the last light of the day fades. I slept most of today something I’m learning to do more of. Resting on the Sabbath has been a journey for me, one I’m still figuring out. What does it really mean to stop working? I like to write my blogs on the Sabbath, so as I sit here with my coffee, a thought hits me: Work as unto the Lord.

I’ve talked about the Sabbath plenty of times. I’ve talked about working unto the Lord plenty of times. But today, I realized something new about this concept. It  requires me to remove myself from the equation.

Let me explain.

We all have this tendency to prove things to ourselves, to those around us, to the doubters who think we’re crazy for believing in something bigger than what we see. We want to validate our dreams, to show that what we hope for isn’t just wishful thinking, but something real, something we’re actively working toward every single day.

But when you truly work as unto the Lord, none of that matters. The validation, the recognition, the approval of others. It all fades because it’s no longer about them. It’s about an audience of One. And while I’ve known this for a long time, I realize now that I still struggle with it.

Maybe writing this today is my confession. But it also brings me clarity.

Resting today has reminded me of something deeper: pride always tries to get in the way. The Bible tells us that God despises pride but gives grace to the humble. And what’s more humbling than working as unto the Lord, knowing that no one else needs to see or acknowledge it?

I had a list of blogs I wanted to write today. This one wasn’t on the schedule, but it needed to be written.

Whoever you are, whenever you read thisremember to work as unto the Lord. Seek Him first in all things. Draw your strength from Him. Be grateful for your life, for the daily provision He gives, and for the work He has called you to do. Whatever He has placed in you to create, do it with everything you have.

God Bless The Entrepreneur

I was talking to a good friend of mine yesterday over coffee at Starbucks. The weather was perfect 72° with a nice cool breeze, almost making me feel like we were back in California. We hadn’t caught up in almost 4 years, so I asked him how things had been going. He smiled and said, “I’m trusting God.” Then he told me something that really stuck with me. He said, “I feel like a surfer, showing up to the beach every day.”

He went on to explain that this was his way of saying he shows up every day to spend time with God. He compared it to a surfer who has no control over the waves, but still shows up daily, wetsuit on, board in hand, patiently waiting. He doesn’t know when the big waves will come, but he trusts that they will.

It reminded me of our relationship with God. Just like that surfer, we have to show up daily in His presence, trusting Him to provide what we need. We can’t control what happens, and we can’t make God do anything. But we can be obedient, submitting ourselves daily, depending on Him for direction, for strength, and for that daily bread.

This conversation was such a powerful reminder of the importance of trusting God day in and day out whether we see the waves coming or not.

God Bless The Entrepreneur

I talk about the highlight reel a lot. Social media is a powerful tool it connects us to the world instantly, gives us access to new opportunities, and allows us to engage with people we might never meet otherwise. But it also has its pitfalls. It makes it easy to be phony, to filter out the struggles, and to create a version of life that looks perfect from the outside. And when we’re not careful, we start measuring our reality against someone else’s carefully curated image.

Comparison is a silent killer. It robs us of joy, breeds insecurity, and distracts us from our own process. We have to learn to be content. To be comfortable in our own skin. To trust the path God has set before us.

I remember when I first started out, watching other entrepreneurs, seeing their success, and feeling the weight of wondering if I was doing enough. But I learned something early on, there’s a difference between being inspired and comparing. Inspiration fuels you; comparison paralyzes you.

There’s a brand I know that started small just a few pieces, selling six hats a week while still working a full-time job. They were aware of other brands, but they never compared themselves. Instead, they focused on their own process. Those six hats turned into 50 a month. Then 200. Then they expanded their product line, grew their business, and eventually walked away from their jobs to go all in. Today, they own multiple brands and have grossed over $20 million.

That’s a huge achievement, but the key wasn’t looking at what everyone else was doing it was staying focused on what they were doing. And if you’re reading this, I want you to do the same. Don’t compare yourself to them. Don’t compare yourself to me. Stay locked in on your journey. Be encouraged by others, but never measure your worth against their progress.

Because comparison kills success. Stay in your lane, trust your process, and let your growth unfold in its own time.

God Bless The Entrepreneur

I was listening to Hook Point by Brendan Kane, and so far, so good. He mentioned the three-second rule, and it made me laugh because it took me back to growing up when we used the same rule but for food. If something hit the floor, you had exactly three seconds to pick it up and eat it. We were so nasty.

But that same rule applies to content today.

The 3-Second Rule in Social Media

Facebook, being the giant that it is, created the standard: if someone stays on a video for at least three seconds, it signals intent to watch. Now, this is the industry norm. Like it or not, we have to adapt and adjust.

I’m from the east side of Savannah, Georgia. I grew up in a tight-knit Black neighborhood, and my cousin and I were addicted to Red Baron pizza or really, any frozen pizza. Late nights, we’d be at the table playing paper football, folding up a sheet of paper and flicking it across the table for touchdowns. If a piece of pizza ever hit the floor, the rule was simple: three seconds, and it was still good. Now, in reality, that pizza was covered in germs the moment it hit the ground. But the rule was the rule.

That same rule applies now when it comes to social media.

You have three seconds to catch someone’s attention. It doesn’t matter if your content holds the most valuable information in the world if nobody stops long enough to engage, your message goes unheard.

Mastering the Hook

This is why Brendan Kane’s book Hook Point is so valuable. He’s an expert in helping brands break through the noise, and he emphasizes the power of a strong hook. If you’re serious about your brand and content creation, you have to take this seriously.

Do yourself a favor: do the deep work. Understand what it takes to create a great hook. I wanted to write this while it was fresh in my mind and while I was doing the work myself.

God Bless The Entrepreneur

We are taught to go to school then sell our time for money until we retire. “This can’t be life”, in my Jay-Z voice. This one is a touchy subject and I know for me it hit home. I’m not against school you’ve heard me say that before but I am more for entrepreneurship. I don’t know why I’m wired like this, but I know that there are many people like me. We’re just in a different climate now. Maybe at one time when we went to school there were some guaranteed jobs, but that is not really the case these days.

When I think about the highest bidder, it kind of makes me cringe a little because it’s almost as if, to qualify for something, we have to spend $100,000 in student loan debt and then sell our time to the job that we work for. Recent studies show that nearly 45% of college graduates find themselves underemployed working in positions that don’t require a college degree. I just never agree with that system. I didn’t know how to navigate the space or explain it clearly back then. I’m probably not explaining it the best now, but there are some jobs that need degrees. For example, performing surgery or interpreting the law demand years of specialized training, and careers like Certified Public Accountants (CPAs), engineers, and pharmacists also require formal education to ensure both competence and accountability.

But entrepreneurship… It isn’t about merely giving birth to new ventures; it’s about building upon your skill set, refining your expertise, and taking products and services to market. It’s innovation in every sense of the word. You have to be a go-getter you must always be a student of learning, continuously adapting to the market. I just had a conversation with someone I’m looking to bring on as a creative director for me, and the thing about it is her talent is so great that I know she won’t be with me long. Yet, it’s understood that success in this realm means constantly improving and ensuring that someone else is learning from you, ready to take the next step when the time comes. That is how entrepreneurship works. Yes, there may be some people who stick with you for the whole ride, but most of the time those people are exceptional they go on to create their own businesses and, in turn, employ even more people. The cycle goes on, and we get an opportunity to bring immense value to the marketplace.

I don’t apologize for being an entrepreneur. I don’t apologize for my stance. I know that this is the field God called me to, and this is possibly the field He’s called you to as well. Submit your plans to Him, work on yourself—because you have to become the person who can do the thing. Get good at that, and serve people.

God Bless The Entrepreneur

“What if skipping the hard parts meant missing the best parts?”

I know, I know. we just want to fast-forward through life sometimes. Nobody gets that more than me. I’m in a season right now where it feels like time is dragging, but here’s the funny thing: I’m learning so much. I’m becoming a better version of myself. My mindset is elevating. I’m adding to my skill set every single day. I’m spending more time with God. And yet, even in these good moments, it’s so easy to focus on the lack.

Do you remember what Satan pulled off in the Garden of Eden? He got Eve to focus on the one thing she didn’t have instead of the abundance all around her. And we do the same thing in our own lives. We fixate on what’s missing instead of appreciating the growth, the lessons, and the provision that’s already there.

The other day, I kept thinking about Adam Sandler’s movie Click. If you haven’t seen it, the movie is about a man who gets a remote that lets him fast-forward through the hard parts of life arguments, long workdays, anything he doesn’t want to deal with. At first, it seems like the perfect solution. But the more he presses that button, the more life speeds past him. He skips over the struggles, but he also misses the moments that mattered the time with his family, the lessons that shaped him, the experiences that made life rich. By the time he realizes what he’s lost, it’s too late.

And I think we do that sometimes in our own lives. We just want to press that button and skip ahead especially through the hard stuff. We don’t want to sit in discomfort. We don’t want to dedicate the time. But here’s what I know: God does His best work in our hard seasons. That’s when He teaches us to trust Him more, to depend on Him completely.

I’m writing this from the perspective of a believer because I know that blessings are found in adversity. The trials, the challenges, the moments that stretch us they’re where God is shaping us the most. And honestly, sometimes when I think about getting out of this season, my biggest fear is forgetting what I’ve learned. I don’t want to get comfortable and lose the fire. I don’t want to waste the lessons God has been teaching me.

The goal isn’t just to survive this season it’s to carry these principles into the next one. To remember the struggle when things get easy. To keep growing when life feels comfortable. That’s how we win. That’s how we get better. That’s how we stay yielded to God.

God Bless The Entrepreneur

Let’s be real if you’ve got a phone and apps like TikTok, Facebook, Instagram, LinkedIn, Threads, or Snapchat, you’re getting dopamine hits every time you scroll. Social media is inevitable, but what we can control is where we get those dopamine hits from.

I was on a coaching call, and my client asked, “Did you see my last reel?”

No, I didn’t, because I usually post and then get off.

I have a set time for social media, and when I do scroll, I’m intentional about what I consume. This is where TikTok is genius it curates content based on what you engage with. So, what do I engage with? Entrepreneurs, financial educators, credit experts, generational wealth builders, grant specialists, lawyers breaking down contracts, social media strategists, cinematographers teaching lighting techniques, and experts on business credit and tax strategies.

I could go on, but you get the point. I choose my dopamine hits wisely.

We only have so many hours in the day. Who you follow matters. What you consume matters. Don’t waste your time on distractions that don’t serve you.

OK, I’m off my soapbox for today. Salute.

God Bless The Entrepreneur

I have been struggling lately, and I know I’m not supposed to be perfect. I give myself grace because I understand that truly resting on the Sabbath wasn’t always a reality for me m even after becoming a believer. If you’ve been on this journey, you know the feeling. Some days, your mind is clear, and you just want to work. The crazy thing is, there’s nothing wrong with working in itself, but God gave us a blueprint, and in that blueprint, we rest. This rest isn’t just a rule it’s a gift. God knows we need it.

Honestly, the goal is to push ourselves to spend more time with God on the Sabbath, free from distractions. But yesterday, I woke up full of ideas. I started writing them down, my brain moving a mile a minute, and I had to stop and ask myself: What are you doing, Henry?  I had to remind myself if an idea comes, I can write it down, but that’s where it stops. That’s something I have to continue to tell myself.

Later in the day, a friend sent me a few sermons on YouTube, and I finally locked in. Let me tell you those messages hit differently. The day didn’t start how I wanted, but it ended on a great note. It also gave me time to pray and truly connect with God. And since we’re being honest here my wife and I had a disagreement, and I was pre-upset. You know that feeling when something gets under your skin, and it’s hard to let go? Normally, I would’ve let that tension linger, but because I was spending time with God, the Holy Spirit wouldn’t let me ignore it. It took me a few hours, but I finally let that simple disagreement go.

If you’re an entrepreneur struggling with taking a true Sabbath, I hope this helps. The grind mentality makes us want to go, go, go, but God calls us to rest, rest, rest. And here’s the irony when we do, He fills us with even more ideas than we can contain.

God Bless The Entrepreneur