My Reflection on Six Riffs from Seth Godin’s new book: This is Strategy: Make Better Plans

by Ashley Cheung, Founder & Principal of VPG

For the December issue of Wanderlust, I wanted to share some pivotal moments and insights from the last five years of building Virtual Patent Gateway (VPG). VPG’s journey began while I was on vacation at Busch Gardens when a former attorney reached out, having heard I was launching a consulting firm, and asked if I could take on three Inter Partes Review filings. I agreed, but first I needed to register my LLC. Initially, I tried naming it "Virtual Patent Paralegal Alliance," but the name was rejected, prompting a creative brainstorm with a friend. We eventually landed on "Virtual Patent Gateway," which fit perfectly. That same week, I received another call from Jonathan Stroud at Unified Patents, another former attorney I supported, opening the door to a collaborative role supporting Unified’s in-house filings, expanding VPG's impact from day one.

In line with Seth Godin's recent book, This is Strategy: Make Better Plans, I thought it was appropriate for VPG’s journey to share the following riffs from Seth’s book: Riffs 131, 249, 252, 254, 261 and 291.

Riff 131. Shun the non-believers.

As an idea spreads through a community, early adopters often align with the mission and are eager to help it succeed. However, most people we encounter tend to be skeptical. They prefer stability, are uncomfortable with the tension change brings, and often mask their fear with what seems like thoughtful feedback. The real challenge isn’t to convince everyone—it’s to rally the people who share your vision to show up and contribute with persistence and generosity. I find this perspective incredibly insightful, as it highlights that trying to please everyone can leave us serving no one, least of all ourselves. This is a lesson I’ve learned the hard way, and I’m slowly learning to trust myself and the process. I’m especially grateful for the early adopters who have supported VPG and helped shape these past five years, including the VPG team members at various stages.

Riff 249. Half a Boat Isn’t Much Help.

Don’t run out of money or time—when you do, it’s game over. When I started my business, I sought balance. I enjoyed working from cafes and planning vacations until COVID hit and my virtual services were in demand. I also ran a property management business, "Urban Raccoons," which offered valuable experiences and some profit when I sold two rental properties. This business connected me to my father, as I originally bought one property for my parents, with my dad passing shortly after. By 2023, the demands were overwhelming. Selling the properties allowed me to refocus on VPG and prioritize both emotional and financial peace, underscoring the importance of staying agile and making trade-offs.

Riff 252. Every “Yes” Requires Many “No”s.

Opportunity cost is real, and the scale of your project must align with your assets. Time is limited, and each “yes” requires saying “no” to something else. Early on, I often said “yes” to new clients, fearing failure, and later realized I had compromised on pricing and accepted disrespect. I'm grateful to mentors who guided me toward self-trust; one reminded me, “We can’t believe in you if we don’t hear you believe in yourself.” Sasha Strauss, an educator, a frequent brand strategy speaker, and now a friend, often reminds me to begin every discussion with respect—for clients, my team, and my work-life balance. Not every client or team member is a fit for VPG, and that’s okay; maintaining mutual respect and transparency remains essential.

Riff 254. Bringing Intention to Projects.

Bringing clear intent to a project helps prevent unnecessary drama. It’s essential for all stakeholders to align on the project's goals from the outset. During one of our webinars, a statewide power outage interrupted our speaker, and we had to quickly inform attendees and plan a reschedule. Thankfully, most attendees were understanding, and we worked with the speaker to set a new date. Because we took responsibility, communicated promptly, and focused on delivering value, our community’s respect for our webinars grew. Clear, respectful communication makes all the difference in maintaining trust and understanding.

Riff 261. Problems are Opportunities.

Every decision starts with a problem; without one, there’s no need for projects or growth. After a power outage disrupted our webinar, my speaker and I decided to develop on-demand content and chose Teachable as our platform. During our in-person planning session, I slipped, cutting my lip, but pushed through the meeting—an experience that left me in tears as it was close to my dad's passing anniversary. My speaker kindly reminded me, "Your dad is telling you to slow down," deepening our connection and mutual respect. That difficult day added a personal story to our on-demand courses and reinforced that challenges are opportunities for growth. Embracing discomfort reveals lessons and silver linings that help us evolve.

Riff 291. Ignoring Sunk Costs: A Simple but Uncomfortable Idea.

When making new decisions, it’s essential to ignore sunk costs—what was spent yesterday shouldn’t influence tomorrow’s choices. This concept made me reflect on my own projects, like my books, Building a Leadership Habitat and Collaborating in Competitive Ecosystems, and podcasts like Virtual Water Cooler Chat and FemTech Live Lounge. While these passion projects haven’t generated much revenue YET, that was not the original intent. It has yielded a significant impact on our growing community. My aim has been to create a legacy by making an impact and lifting others up, something I didn’t have the freedom to do earlier in life.

To mark five years of my VPG journey, I’m spending time with my mom in London and Greece, celebrating Thanksgiving with mom watching Mrs. Doubtfire, and connecting with FEMTECH leaders in Richmond, England, before heading to explore Greece. You only live once, and every step forward matters more than looking back.