The Soul-Sucking Voice of Reason
Hey guys, it’s me, Josh.
I have something I believe is worth sharing.
I’ll start with a quote that has absolutely consumed me for the past two weeks:
"Beware the soul-sucking force of reasonableness."
I first read “The Power of Moments” by Chip and Dan Heath in 2018. In fact, I highlighted that exact quote my first time through, but it wasn’t until recently, while I was on a 700-acre ranch in the middle of Texas (with no phone or internet), that those prophetic words punched me right in the gut.
"Speed bumps are reasonable. Climbing Mt. Everest is not," says the author.
Reasonableness feels safe, sensible, and even wise. But if we’re not careful—it’ll quietly squeeze the life out of the things that make life meaningful: creativity, passion, and purpose.
In reflection, I came to the realization that the most beautiful and worthwhile things in my life were far from “reasonable” by the world’s standards.
Before proceeding, I’d like to offer a few examples to further solidify my argument:
Example #1:
In 2005, I was trying to impress a girl named Breanne Ledford. So I did the obvious, totally normal thing and wrote her a song. I handed her a burned CD with zero explanation after hanging out one evening (not a date, mind you), and crossed my fingers waiting for her to call. This was incredibly unreasonable and I still cringe when I think about it, BUT IT WORKED.
Example #2:
In 2018, me and two buddies decided it’d be a great idea to hop on a plane to China in search of a manufacturing partner. The mission? To create the world’s largest blanket. It was weird, ambitious, and we were definitely out of our comfort zones. But the “unreasonable” paid off—we built a multi-million-dollar business and had some pretty wild experiences along the way, like hanging with sumo wrestlers and NBA players. Reasonable? Not exactly.
Example #3:
In 2021, Bre came down with a very serious case of baby-fever. We already had three kids, and our youngest was eight years old—talk about hitting reset. This was, by most standards (including my own standards), completely and totally unreasonable. And now we have a very opinionated two-year-old named Ruby Jane who reminds us what “unreasonableness” looks like daily. Best decision ever.
Example #4:
In 2023, my 13-year-old son Jude announced he wanted to run a marathon. I got a lot of “reasonable” advice from people telling me he was too young and maybe I was pushing him too hard (even though it was all his idea). Fast forward a year later: Jude runs a half-marathon with me EVERY SINGLE WEEKEND, he just completed his second full marathon (crushing last year’s time by an hour), and is training for a 100-mile ultramarathon in 2025. Reasonable? No chance.
Example #5:
Just this past year, I decided that branding big companies wasn’t enough—I wanted to help families brand themselves. I dove headfirst into making this calling a reality. Earlier this year, I launched "Rally Family Branding" to the public, and just a few days ago, I finished the manuscript for my first book, "Rally Your Family". Now, to be clear, I have no business writing a book. But that’s precisely why I did it. Reading a book is reasonable. Writing one? Totally unreasonable.
*Shameless plug: You can preorder my book at www.RallyYourFamily.com
Reasonable is building for comfort; unreasonable is risking it all for something that matters.
Reasonable protects what it has; unreasonable pursues what it could become.
Reasonable seeks approval; unreasonable builds conviction.
Here’s the thing: Reasonable actions get us predictability and safety. And hey, there’s nothing wrong with that. But the truth is, we don’t become the best version of ourselves by playing it safe.
I feel like someone out there needs to hear this today (I know I do on a regular basis). If you’re holding back on a dream or goal because it feels “unreasonable,” remember the things that give life meaning rarely come with a safety net.
Think you’re too young to make a difference? You’re not.
Think you’re too old to try something new? Try again.
Think you’re not “built” for a big challenge? You’re tougher than you realize.
It won’t be easy, but that’s part of what makes it worth it. A truly meaningful life requires “long obedience in the same direction”—and occasionally, a dose of crazy.
And sure, there’s risk in choosing the unreasonable path—but if you ask me, there’s even more risk in playing it safe. I know my life would look vastly different had I listened to that ‘soul-sucking voice of reason.’
From my perspective, the older we get, the more reasonable we become. I turn forty next year (forty!) — but I’m committed to being even more unreasonable during the next four decades than I was the first four. I’m just getting started, baby.
But just so we’re clear—we will not be having a fifth child. Even I have my limits.
Ok, that’s it from me today. I hope this hits home for at least one of you.
Disclaimer: I’m convinced my brain hasn’t fully developed yet, so please take everything I say with a grain of salt. This could, in fact, be terrible advice. It’s hard to say.
Godspeed.
——-
PS — The photo attached to this post is my family on the riverbank of the 60-acre property we purchased back in June. In true ‘unreasonable’ fashion, we’re building a multi-generational family estate. Lord willing, this is just the start of a legacy that will make a lasting, positive impact for generations to follow. More to come in 2025.
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