Stonecutters could pound at a single rock 100 times without seeing any result, but on the 101st blow, it could split in two. Sometimes, business feels like pounding away at a rock without any progress. Bradley encourages listeners to remember the Stonecutter’s Credo and apply it to their own business practices for resilience and perseverance.

The Efforts Before The Result

Bradley has always been a fan of analogies and metaphors to process things in business and life. He finds that pulling insights from various industries, and even from areas unrelated to business, helps him organize his thoughts more effectively.

Recently, during a meeting with his small group, a member shared an idea that Bradley found particularly resonant. This idea, which Bradley later researched and found referred to as the “Stonecutter’s Credo,” emphasizes persistence. The credo goes: “When nothing seems to help, I go and look at a stonecutter hammering away at his rock, perhaps a hundred times, without as much as a crack showing in it. Yet at the hundred and first blow, it will split in two. And I know it was not that blow that did it, but all that had gone before.” This powerful imagery from Jacob Riis encapsulates a key principle Bradley believes in—the cumulative power of consistent effort.

The Stonecutter’s Credo In Action

Bradley relates this to his experiences in business, where countless efforts seem futile until they finally yield results. Often, people only see the success and not the persistent effort behind it. He recalls Alex Hermosi’s idea that “volume negates luck” and emphasizes the importance of resetting expectations about what it takes to grow a business. Simplistic advice can mislead one into expecting quick results, but the reality is that significant progress takes time, costs more, and looks different than anticipated.

Bradley acknowledges the entrepreneurial challenge of needing momentum to keep going. Reflecting on his own recent weeks, he shares the difficulty of staying motivated when his Sunday night planning reveals more setbacks than successes. To counter this, he developed the skill of finding wins from the past week, quarter, or year. This practice, he says, is crucial for maintaining confidence—a key element for entrepreneurs.

He describes the natural tendency to focus on what’s not going well—like bad sales, high customer churn, or team issues—and the effort it takes to counteract this by actively seeking out positive outcomes. This is why he stresses the importance of having mechanisms in place to celebrate small victories.

Bradley illustrates this with a personal example: running online workshops. Initially, his workshops had low attendance and reg