Many people say they want to start a business, build wealth, or make an impact but the truth is, they often stop short when things get tough. Whether it’s fear, self-doubt, or a lack of direction, those roadblocks can keep people stuck.
In this episode, T. Shane Johnson shares how he pushed past rock bottom and used his military experience, mental toughness, and belief in sales to build a life on his own terms. You’ll learn how he bounced back from homelessness, what it really takes to succeed in business, and why believing in yourself is the foundation of any good business.
T.Shane is a veteran, and with his daughter, they’re building America’s first indoor hydroponic coffee farm. With a patent-pending system and nationwide retail traction, they’re on a mission to grow sustainable, U.S.-made coffee—year-round, farm-to-cup, and family-owned.
Start with Sales, Not Structure
Too often, new business owners focus on websites, logos, and operations before they know if anyone even wants what they’re offering. T. Shane’s advice is simple: sell first. Don’t spend weeks perfecting a system you haven’t tested. The market is the ultimate validator.
If no one buys your product or service, you don’t have a business yet. Start scrappy. Knock on doors. Pitch the idea. See who responds. Learn by doing, and refine as you go. You don’t need a grant or a perfect launch plan. You need proof that people are willing to pay.
Related: The Power of Authentic Marketing and Sales for Veteran Entrepreneurs
Confidence Isn’t Optional — It’s the Foundation
Sales often feel uncomfortable because they expose our fears. Many military-affiliated business owners struggle to promote themselves or ask for money. According to T. Shane, that’s not really a sales problem. It’s a self-belief problem.
You can’t sell what you don’t believe in, especially when that thing is you. If you’re feeling hesitant or apologetic about your business, it’s time to invest in your own mindset. Confidence is contagious. When you show up fully, people notice. And when they trust you, they buy from you.
Transition Mindset: Military Life vs. Civilian Reality
T. Shane challenges the common narrative that military transition is uniquely hard. He argues that life in uniform provides structure, leadership, healthcare, and financial support that don’t always exist on the outside. The real shock isn’t the loss of identity. It’s the sudden absence of those built-in systems.
The solution? Treat your post-military life like a mission. Use the discipline and leadership experience you already have. Understand that things will get harder before they get better. But also know you have more control than you think.
Related: Navigating into Civilian Life and Veteran Ventures
Don’t Get Emotionally Attached to the Money
One of the biggest mistakes entrepreneurs make is taking every financial setback personally. You will lose money. You will make mistakes. That’s part of the game. But if you get too emotionally attached, you risk getting stuck.
Instead, treat your business like a project. Learn from each experience. Adjust. Move forward. Whether it’s a failed product launch, a delayed payment, or an unexpected cost, the key is to stay focused on the long-term mission and not let short-term pain derail you.
Know What You Want and Go All In
Starting a business requires total commitment. T. Shane doesn’t sugarcoat it. If you’re not all in, customers will sense it. You need to be fully invested, not juggling a dozen side projects. Sales, customer service, and problem-solving come with the territory. So does uncertainty.
There’s nothing wrong with wanting to build a business that makes real money. Profit isn’t selfish. It gives you the power to employ others, support your family, and reinvest in your mission. Start with clear goals and go after them unapologetically.
Helping Veterans Means Starting Before Crisis
Through his hikes across America and work with homeless communities, T. Shane has seen how quickly someone’s life can unravel. He believes the best way to prevent veteran homelessness and suicide is to start early by creating strong identities, building confidence, and equipping people with purpose before they reach a breaking point.
His message is clear. You don’t have to wait for rock bottom to start rebuilding. And if you’re already there, you’re not alone. With the right support and mindset, change is possible.
Wrapping It Up
Building a business isn’t just about strategy. It’s about self-belief, bold action, and being willing to fail your way forward. T. Shane’s story is proof that where you start doesn’t define where you can go. Whether you’re launching your first product or scaling your tenth company, sales and self belief will determine how far you go.
Start now. Sell something. Get feedback. Be confident, even when it’s hard. Because no one else can build your vision but you.
Resources
- T. Shane Johnson’s Website
- Big Guns Coffee
- T. Shane on Instagram
- Big Guns Coffee on Instagram
- Buy Back Your Time by Dan Martell
MILMO Show Sponsor
Support for the MILMO Show is provided by Navy Federal Credit Union.
You never forget your first car—mine came with a manual transmission, a little stress, and a lot of learning. If you’ve ever been through the car-buying process, you know it can feel overwhelming. But it doesn’t have to be.
That’s where Navy Fed and TrueCar come in. They make it easy to find and finance the right vehicle for you. And this summer, they’ve got a special offer: when you use Navy Federal’s car buying service, powered by TrueCar, and finance your purchase with Navy Federal, you could get a $250 bonus. That’s extra cash just for getting the car you need.
With great rates, special incentives on select vehicles, and tools that take the guesswork out of car shopping, Navy Federal and TrueCar are a perfect pair for your next ride. You can learn more at navyfederal.org.
Got Money Questions?
If you have questions about money or entrepreneurship, please fill out this form, and Lacey will answer them on the show and send you a free MILMO t-shirt!
