Keep Walking: Lessons From Building Lotta Beauty

One of the biggest lessons I’ve learned as an entrepreneur is that protecting your focus is just as important as having a great business idea.

When you decide to build something that doesn’t exist yet, everyone will have an opinion. Some people will genuinely want to help you. Some people will doubt you because they can’t imagine taking that risk themselves. Others may discourage you because they’re speaking from their own fears, insecurities, or experiences. And yes, occasionally you’ll meet people who smile in front of you but quietly hope you don’t succeed.

The mistake I made at the beginning was talking too much about what I wanted to build before I was actually building it. I spent years explaining my dreams instead of executing them. Looking back, I wish I had spent less time seeking validation and more time taking action.

One of the biggest mindset shifts I ever had was this: I stopped saying, “This is what I’m going to do,” and started saying, “This is what I’m doing.”

Everything changed.

Fear was another obstacle for me. Ironically, I started my business when I had almost nothing to lose. Later, when I finally had more money and more resources, I became more afraid because suddenly there was more at stake. I realized something important: fear doesn’t disappear when you’re more prepared. You simply learn to move forward despite it.

I’ve also learned to be careful about who I share my ideas with. You don’t have to hide your dreams, but you also don’t have to explain every step to everyone. Sometimes it’s better to let your work speak before your words do.

One lesson that changed the way I look at advice is this: always ask yourself what perspective the advice is coming from.

Is this person speaking from experience? Have they actually built what you’re trying to build? Do they understand the journey you’re on?

Or are they speaking from their own fears, limitations, or preferences?

Sometimes people truly care about you, but they’re still giving advice based on the life they would choose—not the life you want to create.

Sometimes they simply don’t understand your vision.

And yes, sometimes people have interests of their own. That’s why it’s important to understand the motivation behind advice instead of blindly following every opinion.

The people whose advice I value the most are those who have nothing to gain from my success or my failure. They simply want to see me become the best version of myself. Those are the people who can challenge you honestly without trying to control your direction.

The truth is, you can’t build an extraordinary life by letting everyone else decide what’s possible for you.

I always think about Dante in The Divine Comedy.

Before Dante reaches Beatrice—the symbol of everything he longs for—he has to walk through Hell. Along the way he faces fear, suffering, temptation, confusion, and countless voices trying to distract him from his path.

I think entrepreneurship feels very similar.

The moment you decide to level up, the noise begins.

People will question your decisions.

People will tell you to play it safe.

Some will tell you your dream is impossible.

Some will unintentionally project their own fears onto you.

Some relationships will try to pull you back toward the version of yourself that was easier for them to understand.

Even in my own life, I’ve experienced moments where people wanted me to fit into a role that wasn’t mine. They had ideas about where I should be, what I should prioritize, or how I should live, without ever asking what I truly wanted. I realized that if I spent my life living according to everyone else’s expectations, I would eventually lose my own voice.

That’s why protecting your environment matters so much.

Surround yourself with people who celebrate your growth, who can challenge you with honesty, and who respect your purpose—even if your path looks different from theirs.

Distance yourself from people who constantly drain your confidence, make you question your worth, or expect you to shrink so they can feel more comfortable.

Like Dante, you keep walking.

You don’t stop because Hell is noisy.

You don’t stop because people doubt you.

You don’t stop because you’re afraid.

You don’t stop because someone else doesn’t understand your dream.

You keep your eyes on your destination.

Because if you spend your entire journey turning around to answer every voice behind you, you’ll never reach the future that’s waiting in front of you.

And that’s probably the biggest lesson entrepreneurship has taught me.

Protect your focus.

Protect your peace.

Choose your environment wisely.

Listen carefully to advice, but don’t surrender your vision to other people’s opinions.

Because in the end, your life is yours to build.

Hell will always be noisy.

Purpose is quiet.

The people who succeed are the ones who keep walking.