The Risk Worth Taking

Every bold idea starts with a whisper—an instinct you can’t ignore, even when everyone else tells you to play it safe.
When I first shared the vision for the Floga App, I heard the same words over and over again…

“Don’t do it! It’s difficult, you’ll spend a fortune, and you’ll be stuck dealing with endless bugs and problems…

And honestly? It made sense.

Building something from scratch—something bold, meaningful, and different—is always a risk…

I learned that firsthand in 2012 when my first startup was on the verge of being acquired. It looked like everything was coming together… until it wasn’t. The deal fell through, the funding ran dry, and we failed.

That failure taught me something powerful: if you wait for perfect conditions, you’ll wait forever.

The biggest breakthroughs come when you take the leap before certainty arrives.

Most people wait. They wait for the perfect conditions, the green light, the certainty that something will work. But certainty never comes before action.

Great things aren’t built on perfect conditions.
They’re built on courage.

And something incredible happens when you take that leap—opportunities and the right people start showing up.

This has happened time and time again, not just to me, but to anyone who dares to step into uncertainty.

So, I ignored the naysayers, took the leap, and here we are.
Because creating something extraordinary—something that genuinely helps people—is always worth the risk.

“Audentes fortuna iuvat”. Fortune favors the bold.

Taking risks doesn’t guarantee success, but it opens doors you never expected.

The moment I decided to build the Floga App, a remarkable coincidence happened—I met the exact person we needed.

Here in Lisbon, I crossed paths with someone who’d spent years building complex apps for global giants. But here’s the kicker—he was tired of the same old projects.

When I shared the vision for Floga, his eyes lit up. He was ready to channel his expertise into something that truly mattered.

And the surprises didn’t stop there. Within our own team, I uncovered hidden talent that had been quietly waiting for the right moment to shine.

This is what happens when you trust the process.

As Paulo Coelho wrote in The Alchemist:
“When you want something, all the universe conspires in helping you to achieve it.”

But the universe only meets you halfway. You have to take the first step.

So, what about you?
Is there a risk you’ve been hesitating to take? A bold move that scares you? A vision that keeps calling you?

Maybe this is your sign to go all in.

I don’t know exactly what I’m going to write in my next email… but something tells me it will be important.

Keep an eye on your inbox—we’re almost ready to launch Floga!
Until then — trust your vision. Take the step.

With love,

Umberto