If you’ve been following along with my journey, then you know that I recently left my job to do my own thing. If you’ve been paying extra attention, then you know that I’ve started a company of sorts – enter Project Endure.

This blog is about Project Endure, what it is, why it exists and where I can see it going – enjoy!


For the time being, Project Endure is an umbrella that covers all that I do from coaching to podcasting, from YouTube to writing and everything in between. It’s a space for me to collect many efforts in one place and move forward with a simple and unified mission: to encourage, inspire and guide lasting positive change in perspective and enduring pursuit of our full potential. That mission might seem ambiguous to some, so let me break it down further.

I’ve experienced firsthand (more than once) the importance of endurance, persistence and perspective. Life is a marathon, not a sprint (cliche but true) and it’s not an easy expedition. While people might seem different on the surface, we all share more in common than meets the eye. Despite our differences, we all face trails, we all struggle and we all need support from those around us. So much of life is outside of our control and I want to help people control what they can (choices, attitude, effort, etc.) in the pursuit of the best versions of themselves. The process of intentional personal growth has shaped me into who I am today and I would regret not investing in helping others do the same.

To me, Project Endure is a movement aimed at helping people find strength in their struggle, embrace endurance with direction and be persistent with a purpose. If I’m being honest, I don’t know what Project Endure will look like down the road, but I do know that it’ll touch people, it’ll change people and it’ll help people. I trust that action creates clarity and that sometimes the best things unfold as they go. With that mindset, I’m setting the wheels in motion and planning on doing a lot of learning along the way. This is just the beginning and I hope that you’ll follow along.


In life, endurance affords us experience and that provides opportunities for growth. Life might not get easier, but we can always improve how we respond. I’d like to end this blog with a quote that sums up the power that lies in consistent effort given in the same direction over a long period of time – it’s one worth reading a few times over.

“A river cuts through rock, not because of its power, but because of its persistence.”

James Watkins

Be like a river this week.

Joe Rinaldi

IG: @joearinaldi

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  1. Doing what you love is amazing. This alone will help you grow a lot. But doing this without having a clear goal at the end and without knowing where this path will lead you will give you a huge boost in personal growth.
    And using this growth and power you gain to help other people grow and become better versions of themselves is the icing on the cake.
    That’s a wonderful mission Joe!

    1. Florian, thank you so much for reading, for your thoughtful comment and for your encouragement!! I really appreciate you!

  2. I hate to bring this up but have you ever thought of putting together a business plan? You now have a wife and I suspect you will have children at some point in the future and that will require MONEY. Where will you get that money? Will people pay for all the great things you are going to do? It is something to think about. Uncle Peter

    1. While it doesn’t reflect well in the blog, I do in fact have a plan in place and have thought through the financial aspect this career shift quite a bit. While the avenues for impact are up in the air, the income structure is solid – I promise!

  3. Just read a superb article in the Philadelphia Inquirer. Having a mentor who was an architect lose his sight has always kept me focused. Reading your story has made me humble. Keep rockin’, Joe, you’re a shining star in your mission.

    1. TD, thank you so much for reading this blog and for the kind words! It means more than you know! I hope that you have a very Happy Thanksgiving!

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