The Subway Rabit Hole

HELLO FRIENDS

Welcome to How Nev Sees It!

In each issue, you can look forward to three engaging sections that offer a glimpse into my world:

Short Story - Dive into the first part of a 4-part reimagining of a classic story or movie, set against the vibrant backdrop of NYC. Get ready for a fresh take that blends nostalgia with modern flair!

The Founder’s Journey - Join me as I document my entrepreneurial adventure, sharing the highs, lows, and everything in between. I’ll open up about my biggest pitfalls, with the hope that my experiences can help you navigate your own path.

Reflections - Think of this as my public journal, where I candidly reflect on the week gone by. It’s a space for me to process thoughts, insights, and lessons learned.

This week we embark on a new 4-part series - a twist from a classic we all have read as children, I talk about the genesis of my entrepreneurial journey, and end off with my 3 reflections from the week.

SHORT STORY

The Subway Rabit Hole

Alice Johnson, a 25-year-old graphic designer, lived in a cozy yet cramped studio apartment in Brooklyn. Her days were filled with the humdrum of city life: rushing to catch the subway, navigating crowded sidewalks, and working long hours at a trendy marketing firm in Manhattan. It was a life she was content with but sometimes felt lacked the spark of adventure.

One particularly stressful Friday, as Alice waited on the subway platform at Union Square, she noticed an unusual figure among the throng of commuters. A man in a white suit with rabbit ears protruding from his head was anxiously checking his watch. Intrigued and a bit amused, Alice edged closer, her eyes fixed on the bizarre figure.

The train screeched into the station, and the doors slid open. The man with the rabbit ears dashed inside, dropping a small, leather-bound notebook in his haste. Alice picked it up and hurried after him, just managing to squeeze through the closing doors. She glanced around but couldn’t see him. The train lurched forward, and Alice stumbled, clutching the mysterious notebook.

She flipped it open, revealing pages filled with intricate sketches and cryptic notes. Among the drawings was a detailed map of the New York City subway system, but it was overlaid with strange symbols and handwritten annotations. “Follow the white rabbit,” one note read, with an arrow pointing to a specific station.

Her curiosity piqued, Alice decided to follow the instructions. As the train sped through the tunnels, she felt a thrill of excitement mixed with apprehension. She traced the route on the map with her finger and realized her destination was an abandoned station rumored to be haunted.

The train pulled into her designated stop, and she got off, standing alone on the desolate platform. The station was dimly lit, with flickering lights casting eerie shadows on the graffiti-covered walls. She glanced around, half expecting the rabbit-eared man to reappear, but there was no sign of him.

Alice consulted the notebook again and found a set of instructions for navigating the station. She followed them, descending deeper into the labyrinthine tunnels. The air grew colder, and the hum of the city above faded into an eerie silence. She passed through a rusted gate and found herself in a cavernous underground chamber.

In the center of the chamber was a massive mirror, its surface shimmering with an unnatural light. Alice approached it cautiously, her reflection distorted and rippling as if the mirror was made of liquid. She reached out to touch it, and her hand passed through the surface, sending a jolt of electricity up her arm.

Suddenly, she was pulled into the mirror, tumbling through a kaleidoscope of colors and lights. She landed with a soft thud on the other side, disoriented and breathless. As she got to her feet, she realized she was no longer in the abandoned station. She was in a surreal version of New York City, where the familiar landmarks were twisted and fantastical.

Skyscrapers spiraled into the sky at impossible angles, and the streets were lined with glowing trees that whispered secrets as she passed. She saw a parade of bizarre characters: a man with a hat made of spinning gears, a woman with butterfly wings, and a child with eyes that shone like stars.

Alice clutched the notebook to her chest, her mind racing. She had fallen down the rabbit hole, not into Wonderland, but into a dreamlike version of NYC where anything seemed possible. Determined to find the rabbit-eared man and return to her reality, she set off down the street, her adventure just beginning.

Part 2 coming next week…

Santana

THE FOUNDER’S JOURNEY

Genesis: Started From The Bottom

“Take your time”

That’s what I heard on the other end of the phone. This, after talking about all of the things that were happening and the plans that I had. All my excitement… gone… evaporated.

My mother raised four children on her own. Although that was the case, she ensured we had more than we could ever ask for. An entrepreneur in her own right, she managed to make just enough to send us through private school - even boarding school. Something that was very important considering I grew up in Brownsville Brooklyn in the 90s. I’m sure I’ll reflect on that in a future issue.

Although they had their differences, my mother never severed ties with my father’s side of the family. In fact, many there see her as a beacon of inspiration and support. Personally, I believe she’s truly an angel on Earth, always ready to lend a helping hand to anyone in need.

Starting her own agency, she discovered how to generate income without making excuses. She helped families as a baby nurse and was wise to go out on her own, because she got her children through school that way.

Wanting to follow in my mother’s footsteps, I had dreamed of being an entrepreneur since I was a young boy.

At just eight years old, my mother, sister, and I would sell clothes at the flea market in Queens. If you asked my mother, she’d say I sold out our inventory every time. As for me? I just remember how people would flock under our tent to escape the hot sun, while I chatted them up—lucky for me, those conversations often led to sales.

I became “impact hungry”. I always wanted to make an impact, but as I grew older I understood that making a strong impact is expensive. I vividly recall diving into every get-rich-quick scheme that surfaced in the mid-2000s, desperately seeking that elusive million-dollar check. After graduating college, you know what I decided to do? Teach the Bible and English in South Korea. Isn’t that the path every entrepreneur is supposed to take?

I had the time of my life living abroad. This was my second time doing it (I lived in Argentina to learn Spanish during my sophomore year in college).

After getting back from South Korea, I worked for a private ESL school called Micropower Career Institute. This was the first scandal I witnessed first-hand. And that is when my entrepreneurial spirit kicked in. I reached out to one of my best friends from elementary school and decided I was going to start my very first Startup. An online ESL directory that would accurately inform students seeking the best possible ESL schools in the world.

That didn't work out. I brought in close friends and family, but I just didn’t have the proper focus needed to build the proper traction. Because of that, I was leading people on wild goose chases. So I had to take a step away and find a job.

After two years of teaching, I made my entry into tech sales. I had no idea what I was getting into when I interviewed for an Account Executive position at Yelp. One interviewer asked me, “What’s one thing you tried really hard to succeed at and failed?”

I responded: “This. I want this job so badly that if I don’t get it, I’ll just come right back. I don’t know what else I’d do.” At the time, I thought it was the most foolish thing I could say. Why didn’t I talk about the startup that never was? Maybe I was too scared to be that vulnerable.

But guess what? I got the job. I remember crying after signing the offer letter, knowing it was the start of something special.

However, I soon realized that tech sales over the phone was a far cry from selling at the flea market in New York City. I struggled so much with closing deals that I almost got fired twice. Fortunately, I had a mentor - a wise Corporate Monk - who pulled me aside and told me that there would come a time when my phone would ring off the hook because I was genuinely nurturing my territory, coming from a place of care rather than being overly salesy.

He was like a prophet. I turned my performance from being in the bottom 10 sales reps to breaking into the top 10 out of 6,000.

After some time, $15k commission checks weren’t enough for me. I needed to make a bigger impact. So I decided to go on the move again. I decided to take my talents to the most underperforming Yelp office at the time: Chicago.

From there, the goal was to gain leadership experience so that I could finally build my startup.

“Take my time? Bro, I’m killing the game right now!”

At this point, I was working on my first book, Last Breath, laying out the groundwork for The Santana Company (even though I didn't realize it back then), and working on a startup that would change the world.

I was firing on all cylinders.

Time proved that he was right, and still is.

Next week → Focus: The Startup That Never Was.

I will break down my 4-year stint in Chicago, how I view the importance of focus, and how the lack of it lead to several pitfalls.

See you all next week!

SONG OF THE WEEK

Moment of Clarity - Jay-Z

REFLECTIONS

Still Going Strong

I never felt addicted to alcohol or weed, so I’m not too surprised I don't find myself craving either. But I will say I am impressed with the fact that I don’t even really care for either, and how comfortable I feel saying no when friends ask me to come out for a drink or two. I’m even considering extending the challenge past 30 days.

Here are my reflections from the past week:

1. Alone Time vs Loner Status - I had a therapist call me a loner once. This is because I explained my love for having time alone. This doesn’t bother me one bit. I do believe I have a unique view on life and I am one to run away from “group think”. I can be socially awkward in groups (if you ever were a rep on a team I managed I’m sure you can attest to this), but I have no issues connecting with somebody on a more one-to-one level. I’m grateful for my time alone, as it helps me to recharge and get my mind right for human interaction. If your therapist happens to call you a loner, ask them how else will you rejuvenate yourself. I didn’t do that though, I just left her lol.

2. Governor’s Island - If you’re in NYC and you want a quick getaway, head on over to Governor’s Island. I went this past Saturday and it was so much fun. I had some Ethiopian food and even ate some ice cream for the first time in ages. And for everyone who doesn’t believe there aren’t nice little gems that help bring you closer to nature, you certainly need to head over there when there isn’t a concert happening.

3. Passion Is Okay - I used to think to myself that it was a bad thing to work on the things or projects I’m passionate about. I’ve come to realize that my passions are the reasons why I feel joy and fulfillment in my life. I’ve concluded that I get to fulfill my process on this Earth because I pursue what makes me passionate. I’m grateful for each of my passions and I’m grateful for the time I get to pursue them all.

As always, thanks for taking the time to read this issue.

See you all next week!