A Chapter From My Upcoming 1st Book
Within the next year, I will publish a book for the first time. I thought it would interesting to share with everyone one of my favourite chapters from that book.
For many years I’ve written online, first extensively on the platform Tumblr fifteen years ago when I was primarily working in fashion and luxury goods marketing.
From there I wrote sporadically on Wordpress, and then for many years I contributed articles and essays as a member of the Medium community before launching Commerce & Capital on Beehiiv in 2024 and then migrating C&C to the Substack community this year.
The subject matter of my content over the years has remained consistent — I mostly have talked about what fascinates me: brand building, entrepreneurship, markets, money, human psychology, business case studies, history, culture, society and politics.
I found myself in recent years wanting to pull together material from all of my writings over the years to create not only a book that represents a summation of my central principles and theses — but also a book that could authentically help founders and entrepreneurs, and be immersive and impactful.
I’ve been working on the manuscript for my first book for over a year now.
I’ve committed with more earnest in the past couple years to writing more, publishing more, creating content and making good on the promise to ship more often, document the process and commit to learning in public, haranguing my own efforts less and not succumbing to the inertia that comes with perfectionism.
I would like to share Chapter 3 of the unpublished book, one of the shortest chapters but also one of my favourite chapters.
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Chapter 3: Wisdom from the Stars — On Spock, my Uncle Robert and the poem Desiderata
"Live long and prosper." - Spock
In the tumultuous journey of entrepreneurship and life, we often receive inspiration from unexpected sources. This chapter explores a heartfelt conversation with my uncle Robert, our shared admiration for a certain pointy-eared Vulcan TV character, and the timeless wisdom found in a classic poem.
A Call from the Future
I had just walked into my Liberty Village condo from a late evening walk along the boardwalk at the Toronto Lakeshore when my phone rang.
The caller ID showed it was my uncle Robert, a man I respect perhaps more than anyone else on this planet. Our impromptu conversation that night would prove to be a pivotal moment in my personal and professional development.
Uncle Robert is, in many ways, a glimpse into my own future — me, but 30 years down the line. The similarities between us are uncanny, a fact that has always both comforted and intrigued me. As we delved into a heart-to-heart about the state of the world, I found myself hanging onto every word, absorbing wisdom that seemed to transcend time.
The Vulcan Connection
As our conversation meandered through various topics, we stumbled upon a shared source of inspiration: the character of Spock from Star Trek, immortalized by the incomparable Leonard Nimoy.
I wasn’t alive when the show debuted in the late 1960s, but I got caught up when I was a kid in the 80s and 90s. Spock has always been a touchstone for me, displaying many of the qualities I daily strive to embody in my personal and professional life.
Spock represents the ultimate stoic. Even-keeled in his emotions and reactions, maintaining a zen-like outlook even in the face of galactic peril. His ability to deftly navigate complex situations while adhering strictly to a mental playbook. More often than not, living up to the standards of his self-imposed moral code help to guide Spock — and by extension, the entire crew of the Starship Enterprise — forward in the right direction.
Imagine my surprise and delight when I discovered that Spock was also my Uncle Robert's favourite fictional character.
This revelation felt like more than just a coincidence; it was as if the universe was connecting dots I hadn't even realized existed.
Lessons from a Vulcan
Uncle Robert's advice as we spoke that evening greatly echoed many tenets of the Vulcan philosophy that both of us admired:
1. Practice being even more even-keeled and stoic about everything you're experiencing.
2. Don't get too high or too low — maintain emotional balance.
3. Protect your energy — it's your most valuable resource.
4. Keep your eyes and ears open — prize learning and seeking out the truth above all else.
5. Continue to produce and publish — share your knowledge and insights with the world.
As I absorbed these words, I couldn't help but feel that the universe was speaking to me through my uncle.
In a world that often feels chaotic and unpredictable, especially as an entrepreneur, these principles offered a beacon of stability and purpose.
The Desiderata: A Gift of Wisdom
As our call was winding down, Uncle Robert gifted me with the ultimate Steve Jobs-esque "Oh, and one more thing" moment.
He shared with me the famous poem Desiderata by American writer Max Ehrmann.
This poem, Uncle Robert explained, had been a seminal mental catalyst for him as a young man in the 1970s, allowing him the strength and conviction to achieve what he called "Spockian-level perspective and stoicism" in the decades that followed.
Go placidly amid the noise and haste,
and remember what peace there may be in silence.
As far as possible without surrender
be on good terms with all persons.
Speak your truth quietly and clearly;
and listen to others,
even the dull and the ignorant;
they too have their story.
Avoid loud and aggressive persons,
they are vexations to the spirit.
If you compare yourself with others,
you may become vain and bitter;
for always there will be greater and lesser persons than yourself.
Enjoy your achievements as well as your plans.
Keep interested in your own career, however humble;
it is a real possession in the changing fortunes of time.
Exercise caution in your business affairs;
for the world is full of trickery.
But let this not blind you to what virtue there is;
many persons strive for high ideals;
and everywhere life is full of heroism.
Be yourself.
Especially, do not feign affection.
Neither be cynical about love;
for in the face of all aridity and disenchantment
it is as perennial as the grass.
Take kindly the counsel of the years,
gracefully surrendering the things of youth.
Nurture strength of spirit to shield you in sudden misfortune.
But do not distress yourself with dark imaginings.
Many fears are born of fatigue and loneliness.
Beyond a wholesome discipline,
be gentle with yourself.
You are a child of the universe,
no less than the trees and the stars;
you have a right to be here.
And whether or not it is clear to you,
no doubt the universe is unfolding as it should.
Therefore be at peace with God,
whatever you conceive Him to be,
and whatever your labors and aspirations,
in the noisy confusion of life keep peace with your soul.
With all its sham, drudgery, and broken dreams,
it is still a beautiful world.
Be cheerful.
Strive to be happy.
— Max Ehrmann, 1927
I must admit, despite the poem's ascent to national acclaim following Ehrmann's death in 1945, I had never previously encountered this poem before. But as I read it, I felt an immediate and profound connection to the poem's message.
The eternal, timeless quality of Ehrmann's words resonated deeply with me, offering comfort and guidance equally today as they did five years ago when Uncle Robert first mentioned him to me during our phone call.
The wisdom contained in Desiderata is layered and multifaceted, but several key themes stand out:
1. Maintain peace and composure in a chaotic world.
2. Respect and listen to all people, recognizing that everyone has a story.
3. Avoid comparison with others, focusing instead on your own journey.
4. Find joy in both achievements and plans.
5. Be cautious in business, but don't let it blind you to the virtue and heroism in the world.
6. Be authentic and open to love, despite life's challenges.
7. Embrace the aging process gracefully.
8. Fortify your soul to be able to withstand misfortune.
9. Be gentle with yourself and recognize your place in the universe.
10. Strive for peace with your soul and find happiness, even in a world full of "sham, drudgery, and broken dreams."
These principles, I realized, were not just poetic musings but serve as practical guideposts for navigating the often turbulent waters of entrepreneurship and life.
The Power of Timeless Wisdom
As I reflected on the conversation with my uncle and the profound impact of Desiderata, I was struck by how often we overlook the wisdom that surrounds us.
In our rush to uncover the big secret to life, or stay ahead of the mental curve, we sometimes forget that certain truths are eternal and universal.
The stoicism of Spock, the measured advice of my uncle, and the timeless verses of Ehrmann's poem all pointed to a common theme: the importance of maintaining perspective and inner peace as we strive for success and for meaning in our lives.
For entrepreneurs, this message is particularly poignant. In a world of uncertainty, constant change and acute pressure, the ability to remain centered and true to one’s guiding principles is not just a nice-to-have — it's a crucial survival skill.
TLDR
· Wisdom can come from unexpected sources, including fictional characters, stories and poetry
· Maintaining emotional balance and stoicism is crucial for long-term success and well-being
· Continual learning and sharing of knowledge is important for personal and professional growth
· Timeless principles such as those espoused in Desiderata can provide solid guidance for navigating both your life and your business
· Recognizing our humble place in the universe can help maintain perspective during challenging times
Reflection Questions
1. Who is your "Uncle Robert" — who is a respected relative, colleague, mentor, friend or role model who offers you timeless wisdom and perspective?
2. What fictional characters or historical figures do you draw inspiration from, and why?
3. What techniques do you currently deploy in order to maintain emotional balance, clarity and perspective in your personal and professional life?
Action Item
Choose one principle from the Desiderata that resonates with you the most. For the next week, consciously apply this principle to your daily life and work. Keep a journal of how this focus affects your decisions, interactions, and overall well-being. At the end of the week, reflect on what you've learned and how you might incorporate this wisdom more permanently into your life and business practices.
I am overjoyed to share an excerpt from my upcoming book with all of you. Life is quite busy at the moment but I need to double down and make time to finish the book.
The book (I will announce the name in the coming months) will be comprised of key insights, wisdom and learnings from my life and my career. Over the last two decades as an entrepreneur, business professional and adventurer — I’ve seen some things. The book will also be a compendium of my online writings over the years.
At the beginning of each chapter, I give context to what exactly was happening at that particular juncture in my life and end with recommending overarching takeaways that the reader can walk away with after reading each chapter, and also suggested action items / homework that readers can deploy immediately after reading.
A main essay, a Too-Long-Didn’t-Read TLDR summary, reflection questions and an action item is how I'm going to format every single chapter of the entire book so that it is engaging, practical and useful, and allows the reader to not simply passively consume but instead become actively involved in the process — akin to a workbook.
Onwards,
Moshe Modeira
Editor-In-Chief
Commerce & Capital
The analysis presented here represents my personal observations from decades at the intersection of entrepreneurship, digital commerce, media, product management, consumer goods, accessories manufacturing, luxury fashion & lifestyle marketing.
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