You Can’t Afford Not to Invest

I’ve got a bit of a rant today—and if I’m being honest, it comes from frustration.

Because I see this all the time.

Most business owners have it backwards.

I did too when I first started my lighting business. Like many entrepreneurs, I didn’t fully understand the difference between an expense and an investment. And because of that, I kept telling myself things like:

• “I can’t afford an admin.”

• “I can’t afford to advertise.”

• “I can’t afford to wrap my truck.”

• “I can’t afford to hire a lead tech.”

• “I can only afford a helper.”

There was even a time when I thought, “I can’t afford a truck.”

The Hard Truth About Results

Here’s the truth most people don’t want to hear:

Our decisions dictate our results.
And our results dictate our circumstances.

So let me ask you something—honestly.

Is it fair to say that where you are right now…
The money you’re making…
The time you have (or don’t have)…
How involved you still are in your business…

…is the result of the decisions you’ve made up to this point?

That question makes some people uncomfortable.

It’s easier to blame the economy.
The market.
The competition.
The team.

But accountability is actually good news.

Because if your circumstances are the result of your decisions, then you can change your circumstances by making different decisions.

Where Most People Get Stuck

This is where most business owners stall out.

They keep making decisions the same way—while expecting different results.

So let me ask you another question.

Picture the future version of yourself three, four, or five years from now.
The version with more money.
More time.
More freedom.
A business that actually runs without you.

What advice would that version of you give today?

Would they say:

• “Yeah, you’re right—you can’t afford that hire.”

• “You should probably wait another year.”

• “Just keep doing what you’re doing.”

Or would they say:

• “You can’t afford not to make that hire.”

• “You can’t afford not to invest.”

• “You can’t afford not to put yourself in the right rooms.”

That’s the part most people miss.

The Real Difference Between Expenses and Investments

The people I know who are more successful than me have all taken more risk than me.

Not reckless risk.
Calculated risk.

And here’s something I learned years ago that completely changed how I think:

Successful people don’t ask, “How much does it cost?”
They ask, “What is it worth?”

The moment something is worth more than it costs, they act.

That’s not an expense.
That’s an investment.

What Is It Worth to You?

That brings me to Light It Up Expo.

I’ve had a lot of people asking:

• “What’s happening on which day?”

• “What will I get out of it?”

• “How much does it cost?”

But instead of answering all of that for you, I want you to ask a better question:

What is it worth?

Because I already know some of you are saying:

• “I can’t afford it.”

• “I don’t have time.”

• “Maybe next year.”

That’s the old you talking—the version that keeps making the same decisions.

A High-Level Look at the Opportunity

March 3–6 | Orlando, Florida

Tuesday, March 3
Hands-on training for landscape lighting, permanent lighting, or holiday lighting—included with your ticket.
I used to charge $1,800 for this kind of live training alone.
What’s it worth to add a new service?
What’s it worth if it changes the trajectory of your business?

Wednesday, March 4
The Expo floor opens. Vendors, networking, and new product launches.
One hallway conversation could change everything.

Thursday, March 5
Keynote speakers and breakout sessions from people operating at a very high level.
You don’t just learn from them—you get access to them.

Friday, March 6
More keynotes and expert roundtables.
Sit down. Ask real questions. Get real answers.
This level of access doesn’t happen often.

The Biggest Risk of All

I’ll let you decide the value.

But I couldn’t live with myself if I didn’t challenge you to at least look at the opportunity.

If you’re frustrated…
If you’re stuck…
If you know you want more…

Then why keep making the same decisions?

Yes, it’s a risk.
But not changing is the biggest risk of all.

This event will sell out. We only have so many seats.

Grab your ticket at lightitupexpo.com.
And if you’re on the fence, shoot me a message—I’ll even hook you up with a promo code.

Just don’t procrastinate.

Your future self is watching.

Keep moving forward,
Ryan Lee

# business mindset, expense vs investment, entrepreneurship growth, calculated risk, business decisions, scaling a business, leadership mindset, investing in yourself, Light It Up Expo #