(November/December 2025) Running a business is a journey filled with highs and lows, challenges and triumphs—sometimes all in the same day.
As business owners, we can find ourselves caught up in the daily grind, which can sometimes lead to a feeling of stagnation or burnout. Recently, I listened to an episode of the podcast The Big Leap that struck a chord. Titled “Reinvent Yourself or Rust Out: Break the Monotony and Reignite Your Passion,” the episode had hosts Gay Hendricks and Mike Koenigs using the metaphor of “rusting out” to describe the gradual loss of enthusiasm and joy in life or work.
This concept resonated with me. People wear out, but rusting out is different. When you rust out, you stop putting in effort and you start to lose passion for your work. Innovative ideas and plans for growth wane. You can begin to feel isolated, which affects your relationships. (Relationships can rust too!)
That’s why it’s crucial for us to stay engaged and keep our shine. When it comes to the personalization industry and my career, I realized there are several ways that actively participating in APA helps me avoid rusting out.
- Networking Opportunities
APA connected me to a network of like-minded individuals who understand the unique challenges of running personalization businesses. My close connections through APA offer invaluable support, advice, and collaboration opportunities, and every new APA contact can spark new ideas, provide different perspectives, and open doors that can drive your business. - Learning and Development
Long before I became your APA president, I earned my Certified Recognition Specialist (CRS) designation by taking 70 hours of approved seminars, primarily through APA. Through EXPO seminars, webinars, Insights articles, and other resources, APA connects you with experts so you stay updated on personalization industry trends and best practices. By participating in these educational opportunities, you can gain new skills and knowledge that keep your business competitive and your passion alive. - Shared Resources
APA provides rust-busting resources and tools that can help you grow and innovate. Think of the Member Savings Program for discounts on business expenses, or the Member2Member Forum that lets you ask and learn from others the minute you need help. - Support System
Having a community that understands the challenges of running a personalization business can be incredibly motivating. APA members can provide emotional support, encouragement, and a sense of belonging through good and challenging times. Being a business owner can be lonely, but connections with peers provide a supportive network. - Staying Curious and Open to Change
One of the key takeaways from the Big Leap episode was the importance of staying curious and open to change. By being involved in APA, we encounter new ideas, experiences, and perspectives. The diverse experiences of our membership means that we can see how certain decisions—from markets to staffing, from technology to branding—could play out for us.
Keep your passion for personalization alive by turning to APA. Read Insights. Follow up with people you met at the amazing International Personalization Expo. Ask and answer questions from fellow members on the Member2Member Forum.
If you’re worried that the rust might have already started, maintain your shine and drive your business by tapping into your APA relationships.