Hi, I’m Josh Stewart.
These are my thoughts.
→ I write because it helps me think clearly.
→ I share because it keeps me accountable.
Progress is achieved through iteration.
Recent writings:
The Soul-Sucking Voice of Reason
Reasonableness feels safe, sensible, and even wise. But if we’re not careful—it’ll quietly squeeze the life out of the things that make life meaningful: creativity, passion, and purpose.
Hey guys, it’s me, Josh.
I have something I believe is worth sharing.
I’ll start with a quote that has absolutely consumed me for the past two weeks:
"Beware the soul-sucking force of reasonableness."
I first read “The Power of Moments” by Chip and Dan Heath in 2018. In fact, I highlighted that exact quote my first time through, but it wasn’t until recently, while I was on a 700-acre ranch in the middle of Texas (with no phone or internet), that those prophetic words punched me right in the gut.
"Speed bumps are reasonable. Climbing Mt. Everest is not," says the author.
Reasonableness feels safe, sensible, and even wise. But if we’re not careful—it’ll quietly squeeze the life out of the things that make life meaningful: creativity, passion, and purpose.
In reflection, I came to the realization that the most beautiful and worthwhile things in my life were far from “reasonable” by the world’s standards.
Before proceeding, I’d like to offer a few examples to further solidify my argument:
Example #1:
In 2005, I was trying to impress a girl named Breanne Ledford. So I did the obvious, totally normal thing and wrote her a song. I handed her a burned CD with zero explanation after hanging out one evening (not a date, mind you), and crossed my fingers waiting for her to call. This was incredibly unreasonable and I still cringe when I think about it, BUT IT WORKED.
Example #2:
In 2018, me and two buddies decided it’d be a great idea to hop on a plane to China in search of a manufacturing partner. The mission? To create the world’s largest blanket. It was weird, ambitious, and we were definitely out of our comfort zones. But the “unreasonable” paid off—we built a multi-million-dollar business and had some pretty wild experiences along the way, like hanging with sumo wrestlers and NBA players. Reasonable? Not exactly.
Example #3:
In 2021, Bre came down with a very serious case of baby-fever. We already had three kids, and our youngest was eight years old—talk about hitting reset. This was, by most standards (including my own standards), completely and totally unreasonable. And now we have a very opinionated two-year-old named Ruby Jane who reminds us what “unreasonableness” looks like daily. Best decision ever.
Example #4:
In 2023, my 13-year-old son Jude announced he wanted to run a marathon. I got a lot of “reasonable” advice from people telling me he was too young and maybe I was pushing him too hard (even though it was all his idea). Fast forward a year later: Jude runs a half-marathon with me EVERY SINGLE WEEKEND, he just completed his second full marathon (crushing last year’s time by an hour), and is training for a 100-mile ultramarathon in 2025. Reasonable? No chance.
Example #5:
Just this past year, I decided that branding big companies wasn’t enough—I wanted to help families brand themselves. I dove headfirst into making this calling a reality. Earlier this year, I launched "Rally Family Branding" to the public, and just a few days ago, I finished the manuscript for my first book, "Rally Your Family". Now, to be clear, I have no business writing a book. But that’s precisely why I did it. Reading a book is reasonable. Writing one? Totally unreasonable.
*Shameless plug: You can preorder my book at www.RallyYourFamily.com
Reasonable is building for comfort; unreasonable is risking it all for something that matters.
Reasonable protects what it has; unreasonable pursues what it could become.
Reasonable seeks approval; unreasonable builds conviction.
Here’s the thing: Reasonable actions get us predictability and safety. And hey, there’s nothing wrong with that. But the truth is, we don’t become the best version of ourselves by playing it safe.
I feel like someone out there needs to hear this today (I know I do on a regular basis). If you’re holding back on a dream or goal because it feels “unreasonable,” remember the things that give life meaning rarely come with a safety net.
Think you’re too young to make a difference? You’re not.
Think you’re too old to try something new? Try again.
Think you’re not “built” for a big challenge? You’re tougher than you realize.
It won’t be easy, but that’s part of what makes it worth it. A truly meaningful life requires “long obedience in the same direction”—and occasionally, a dose of crazy.
And sure, there’s risk in choosing the unreasonable path—but if you ask me, there’s even more risk in playing it safe. I know my life would look vastly different had I listened to that ‘soul-sucking voice of reason.’
From my perspective, the older we get, the more reasonable we become. I turn forty next year (forty!) — but I’m committed to being even more unreasonable during the next four decades than I was the first four. I’m just getting started, baby.
But just so we’re clear—we will not be having a fifth child. Even I have my limits.
Ok, that’s it from me today. I hope this hits home for at least one of you.
Disclaimer: I’m convinced my brain hasn’t fully developed yet, so please take everything I say with a grain of salt. This could, in fact, be terrible advice. It’s hard to say.
Godspeed.
——-
PS — The photo attached to this post is my family on the riverbank of the 60-acre property we purchased back in June. In true ‘unreasonable’ fashion, we’re building a multi-generational family estate. Lord willing, this is just the start of a legacy that will make a lasting, positive impact for generations to follow. More to come in 2025.
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Hawaii > Florida
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I’m gonna be honest with you guys, I thought Florida and Hawaii were basically the same thing — turns out I was wrong.
Using an algorithm I created myself (based on cleanliness, food quality, population density, and wildlife), I can make a strong argument that Hawaii is (at a minimum) 4 times better than Florida.
Here are a few highlights from our recent trip:
• Ruby was voted loudest person on every flight we boarded (unanimously).
• Gwyn lost a lot of things including her boarding pass (within 5 minutes of me handing it to her, looking directly into her eyes and saying “don’t lose this, it’s very important“).
• Lila “slayed all day everyday” — her words, not mine.
• Jude met the love of his life at the Mauna Kea Luau (just kidding, but photo #8 makes me belly laugh every time).
We’re already planning our return in ‘24.
Shoutout to B-Stew for making me go.
Godspeed.
Bonus: My wife made us visit an active volcano and then it erupted a few days later. This is the documentary telling our family’s story of bravery and triumph in the face of life threatening adversity. Thank you for your support.
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Daily Affirmation
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Definition
affirmation. / (ˌæfəˈmeɪʃən) / noun.
the act of affirming or the state of being affirmed.
a statement of the existence or truth of something.
Start at the beginning
In a world full of distractions, I’ve committed to starting each day rooted in truth.
I’m a big believer that clear writing is a sign of clear thinking, and have found immense value in grounding myself each morning (and often throughout the day) by audibly speaking this affirmation over myself.
I wrote it intentionally to serve as a reminder of who I am and where I’m going.
My Daily Affirmation
I am a son of the one true King.
A spark of the Divine lives within me.
The Lord has equipped me to live righteously in every circumstance.
As the patriarch of my family, I will lead from the front.
I will do the hard things that make me the best version of myself.
I will refuse passivity and confront the things that need correction.
I will be faithful to my Savior, my wife, and my children until the very end.
I will be legacy-minded and kingdom-focused in all I do.
Each day is a gift—I choose to live on purpose.
Application
I can’t begin to explain how valuable this has been for me.
It’s written on my heart and I’ve learned to instantly recite specific portions of it to myself in certain circumstances.
A few examples:
When Ruby is screaming in the car — “the Lord has equipped me to live righteously in every circumstance.”
When I don’t feel like getting out of bed at 5:30 am — “I will do the hard things that make me the best version of myself.”
When I don’t want to have a tough conversation — “I will refuse passivity and confront the things that need correction.”
The list goes on and on.
The older I get, the more I’m becoming the type of person I used to roll my eyes at. And honestly, I think that’s the way it’s supposed to be.
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Thanks, Dad
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My Dad’s Dad died when he was five.
He didn’t have a Dad to teach him how to be a Dad.
He started from scratch and he figured it out.
As a Dad myself, that is something I refuse to take for granted.
At my Grandmother’s funeral, I got the chance to meet a lot of people who hadn’t seen me since I was just a few years old. There was one conversation I’ll never forget.
I was talking to one of my Dad’s old college buddies, and he was going on and on about what my Dad was like back in the day.
He said my Dad always had this “unexplainable cool factor” about him, that he had an enviable artistic talent, and that he was quite the party animal 😂
After a few more laughs, he said something I’ll never forget:
“You know, everything changed when you were born.”
He continued.
“Your Dad stopped partying.”
“He stopped hanging out with the guys.”
“He put his head down and worked harder than anyone else in school.”
“You changed him.”
Every time I think about that conversation, I get a little emotional.
I was born when my Dad was 19.
The odds were stacked against him.
No one made him do anything.
He chose to embrace the situation.
He chose to lean into adversity.
He chose to rise to the occasion.
His decision shifted his legacy and an entire lineage.
I love my Dad.
I also admire my Dad.
Love is a very powerful emotion, but it’s different than admiration.
Admiration is a feeling of high regard, respect, and appreciation for someone’s qualities and achievements.
The list of people I love is very long.
The list of people I admire is much shorter.
My Dad is at the top of both lists.
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