I recently started publishing bits and pieces from my podcast conversations with Terrence, founder of D17.

Terrence Diggs, the visionary behind D17, has worked with some of the biggest names in the industry, including ASICS and Kiko Kostadinov. Through his work, Terrence continues to blend his love for design with the spirit of nostalgia and innovation that drives his creative journey.

He opened up about the realities of running a business while juggling a regular job. With seven years of experience building his brand, Terrence shared his insights on perseverance, especially when things aren’t going as planned. Known for his expertise in design and storytelling, Terrence gives us a raw look into what it takes to keep going.

Perseverance in Business

For many entrepreneurs, the journey is often marked by financial challenges. As Terrence puts it, sometimes there isn’t enough to pay yourself. However, for him, the key to surviving is having other sources of income, which allows him to sustain D17 through the ups and downs. While sales fluctuate, and some months are stronger than others, he remains committed to the brand. Even when he’s still selling products from 2020, he pushes forward with the same determination that keeps his vision alive.

A Lesson in Stubbornness and Passion

Terrence shared a candid reflection on his journey, revealing moments of doubt when products didn’t sell, despite long hours of design work and storytelling. Rather than giving up, he approached these moments with a childlike stubbornness, refusing to accept failure as an option. This mindset has been key to his progress, even when orders stagnated. Terrence likened his resilience to characters like Spider-Man and Superman—figures who, despite losing powers or facing setbacks, found ways to persevere and stay true to themselves.

In his words, just like how superheroes continue fighting, he too found ways to solve problems and keep going. That persistence, combined with his love for design and community, has allowed D17 to keep growing, even without a set schedule or clear path forward. Terrence’s reflections remind us that entrepreneurship often isn’t linear; it requires constant reassessment, a willingness to return to the drawing board, and an inner refusal to quit.

Struggling Yourself?

For entrepreneurs dealing with similar struggles, taking inspiration from superheroes isn’t as far-fetched as it seems. Terrence’s story highlights key points to keep in mind:

→ Have multiple income streams when starting a business to alleviate financial stress.
→ Embrace setbacks as opportunities to reevaluate and adjust your approach.
→ Never lose sight of your passion—it’s often what keeps you going when things get tough.

Conclusion

Terrence’s journey with D17 is an inspiring example of how stubbornness and perseverance can fuel a business, even in the face of challenges. His comparison to superheroes adds a relatable element to the entrepreneurial experience, reminding us that setbacks aren’t failures.

They’re just part of the story. Seven years later, Terrence’s brand is still standing, a testament to the power of persistence. For those navigating similar paths, his story is a reminder to keep going, no matter the odds.