From the Desk of Tim Cruickshank · July 20, 2026 · Vol. 02
BoneFrog Family, this week we proudly highlighted our Door Kicker roast and gave a powerful spotlight to Chadd Wright Navy SEAL, Breacher, and a man who lives the mindset of Execute. Execute. Execute.
We shared a short video of Chadd carrying that unbreakable warrior mentality into the civilian world. The response was incredible. A discussion from Chadd's comments and the conversations that followed showed one clear truth: every one of us faces moments that demand we dig deep, find grit we didn't know we had, and push forward anyway.
Whether you're starting a small business, chasing a better job, going back to finish that degree later in life, or simply refusing to settle for average, the decision is the same. You wake up, you choose, and you execute.
Life is short. We are not promised tomorrow. That's exactly why every morning must count.
Look at what God has already blessed you with. Look at the people counting on you, your family, your team, your own future self. Let gratitude fill your heart and let a fire ignite in your gut. Ambition is not selfish; it is purposeful. It is the drive that turns obstacles into fuel and excuses into history.
As Chadd powerfully shared from his days as a breacher on the SEAL teams: When that charge was set and his brothers were stacked behind him with those green eyes locked on, the entire team waited for those three words that still ring in his head every single morning, Execute. Execute. Execute.
On the third "execute," he detonated the charge, all hell broke loose, and they crushed the enemy. But here's what hits home for all of us in the civilian world: Most people don't execute. They make the plan, feel the resistance, and stop.
In Chadd's words, If you don't execute on the plan, if you don't get up in the morning when you're tired, scared, or unsure, you're not just cheating yourself. You're cheating your family. You're cheating your employees or coworkers. You're cheating your team and everyone who's counting on you. It's bigger than you!
My own journey is no different from yours. After leaving the SEAL Teams, I had to rediscover my purpose. I found it in honoring my fallen teammates, telling their stories, and giving back in meaningful ways to the foundations that support Gold Star families. Every single day I wake up grateful for the gifts I've been given and driven to make them count.
You have the same gifts. You have the same choice.
So tomorrow morning, when your feet hit the floor, remember why you're here. Remember what you're fighting for. Take a deep breath, feel the gratitude, then charge forward with relentless purpose.
Execute. Execute. Execute.
We're in this fight together! Let's make today the day we move closer to the greatness we were created for.
Stay driven,
Tim Cruickshank
Founder, BoneFrog Coffee Company · LCDR, USN SEAL (Ret.)