Reflecting Back on 2022.

Around this time last year, I decided it would be a good idea to write down a "business plan." Having never done anything quite like this before (other than what the Firm makes partners fill out each year), I literally googled "business plan" and found a template online. I dumped it into Excel and spent the next several days working on a Mission Statement, 1-year to 5-year goals, Competitive Analysis, Marketing Plan, etc. Needless to say, many of the things I wrote into this plan were arbitrary--I'd never run my own business before and many of the pillars of said business were, themselves, new businesses (e.g., TikTok, my meal planner, etc.).

This morning, after baking what I deemed to be a near perfect batch of blueberry muffins for my podcast guest, I sat down at my laptop and thought it would be another "good idea" to review what I'd written down for my 1-year goals and see how well I'd done. It would be discouraging and hard (I knew I hadn't even come close on many of them), but I have a tendency to take a David Goggins-esque approach to "hard things": they're good for you! LOL.

At the risk of totally humiliating myself and opening myself up to the "I can't take you seriously" lens, in order to make things a bit more concrete, I'll give you a peek at that spreadsheet:

1 Year
​
- $1M in annual gross revenue, with YT generating $50k
- 100k in South Korean social media followers
- Increase current newsletter following to 100k
- Employ 1 part-time employee
- 1.5k subscribers to The TKV Meal Planner
- Finish second cookbook manuscript
- 1M YT followers; 5M TT followers; 1M IG followers

I managed to satisfy only 3.5 out of 7 goals. That's a solid 50%.

That's like an F- isn't it?

Reframing My Failures.

It's tempting to panic, at this point.

How can a person who gets an F- her first year out ever dream of running a successful small business?

Should I quit with what's left of my dignity and beg my Firm to take me back as partner?

Or, do I need to totally rethink everything I'd planned for The Korean Vegan and start from scratch?

It's also tempting to back pedal--think of all the things that got in my way this past year:

Well, I DID get COVID for 3 weeks...

I moved across the country and had to set up shop in a whole new kitchen!

The algorithm HATES me!!

But I hate excuses. Even ones that sound pretty reasonable.

Instead, I remind myself that some of those goals? Well, they weren't good enough to make it onto the spreadsheet for 2023 (e.g., I've decided to rethink the whole South Korea social media thing). Moreover, there's a whole heckuva lot of things I did achieve that weren't even on the 2022 list--because I never dreamed I could attain them (like winning a James Beard award????).

Sometimes, the easy way out is to just assume, "Oh, well, I didn't meet these goals because I'M A FAILURE AND I SUCK." That kind of thinking usually leads to a really ugly dead end called "QUITTING." The HARD thing is to analyze the year, the goals you achieved, the ones you didn't, and what your purpose is in all of it. In that vein, I went back to the first tab of my Business Plan, the Mission Statement:

The reason The Korean Vegan exists is to empower people to be more compassionate to all living things, including themselves, by engaging in frank conversations regarding mental health through food as a vehicle, to promote personal growth and purpose and joy, as well as to change the sociopolitical dynamic of the United States (i.e., eradicate racism, sexism, and other forms of social inequality).

This newsletter and my podcast are the two things that I spent the MOST time on in 2022. They are the two things that generate $0. It may make very little business sense to continue committing so much time and so many resources to the two parts of my "business" that bring in no money; however, given how much joy I derive from doing them, I think it is correct to believe, too, that they create the most impact--an impact that is entirely consistent with the Mission Statement.

Oh, and creating a podcast with nearly half a million downloads in its first year? Well, that wasn't anywhere in my Business Plan!

An Exercise For You.

Despite the doom-and-gloom that transpired upon my assessment of 2022 and the goals I set for myself, I do think it was an important exercise nonetheless. I made as many mistakes in identifying my goals as I did in executing them. It's hard to learn from one's mistakes if we avoid confronting them. Therefore, I encourage you to undertake the following exercise--in writing is better, but even just in your head will do:

List 3 Goals I Set For Myself In 2022:

1. ________________________
2. ________________________
3. ________________________

How Did You Do With Each Of These Goals?

1. ________________________
2. ________________________
3. ________________________

Is Each Of These Goals Worth Keeping For 2023?

1. ________________________
2. ________________________
3. ________________________

List 3 Things You Did That You're Proud Of That Weren't Even On The List:

1. ________________________
2. ________________________
3. ________________________

List 3 Things That Will Give Your Life Purpose in 2023:

1. ________________________
2. ________________________
3. ________________________

For more on reframing failures, check out the TKV Podcast Episode on The Art of Failing and Redefining Success.

Giveaway Alert: The Korean Vegan Kollective.

In case you missed it, I've relaunched The Korean Vegan Meal Planner as The Korean Vegan Kollective. We are currently midway through a HUGE promotion--$30 off the annual membership (for a total price of $69): just type in "TKV2023" at checkout. Honestly, The Kollective EASILY pays for itself:

• 10 Cookbooks worth of Recipes: Valued at $250+
• Unlimited Food Coaching + Lifestyle support: Valued at $400+
• Access to Amazing Brand deals: Valued at $600+
• Cooking Classes: Valued at $80+
• Exclusive content, convenient grocery delivery, smart nutritional breakdown on every meal, etc: Priceless!

In celebration of the launch, we will be giving away TWO annual memberships!! The giveaway ends on January 23rd at noon PST. Winners will be notified via email. Good Luck!

SIGN UP FOR THE GIVEAWAY!

Updates & Random Things.

• A Short Break: As I mentioned on the podcast last week, I'll be taking a break for the month of January to regroup and relaunch. The podcast will have a whole new look and even, potentially, a new name! I've lined up a bunch of exciting guests so that you all don't have to continue hearing exclusively from me LOL! In the meantime, if you've been a staunch "read only" member of the TKV Fam, I encourage you to check out the podcast! Trust me--the background music makes a HUGE difference, even if you've read every single word!
• New Restaurant Alert: This past weekend, I got to try a brand new restaurant in LA, Kusaki. Kusaki is an entirely plant-based Japanese-inspired restaurant. I'd literally NEVER had sushi before in my life (my mom and I never enjoyed eating raw fish), but was happy to try these veggie-based creations! They were DELICIOUS! If you find yourself in LA and craving some vegan sushi, I highly recommend!

Parting Thoughts.

I have been plagued with awful dreams most of my life. I think it might be inherited--my grandmother had night terrors that would keep my entire family awake when she stayed with us, and I recently discovered that my little brother also has intensely negative dreams. I've gotten better at removing the stain of particularly upsetting nightmares long before my day gets started, but sometimes, the heart remains sore even as you climb into bed when the day is over.

The other morning, after another disturbing REM session, I pulled Anthony close to me in a hug, practically squeezing all the air out of him. I thought that maybe if I held him close enough to me, I could leave behind the scary dreams, blend into the clean, pretty life of my handsome husband. Maybe if I pressed into him hard enough, wrapped my arms even tighter, there wouldn't be any space left for the darkness that seemed so intent on following me, even into my sleep.

I'm a big believer in solving my own problems, building my own castles, walking my own path. But, sometimes, it is nice to rest a little. Lean into someone who will not only let me squeeze him within an inch of his life, but squeeze me back.

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