Even Failed Businesses Have a Purpose

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Rustin Coburn is a serial entrepreneur, having started over ten companies since his early twenties, some of which failed. He sat down with the Eyesight Collective to explain how he dealt with some of these failures.

Rustin has been one of the most influential people in my life since he and I first met for a beer in Boulder this past summer. He carries himself with a sense of confidence and modesty that is hard to miss when he walks in a room, and never fails to inspire my team and I every time we get together.

At the age of 35, Rustin is a serial entrepreneur, having started over ten companies since his early twenties. Currently, he is the Founder of Bellwether, rated one of Business Insider’s Coolest Companies, as it is a coffee and whiskey bar, clothing store, and co-working space all in one. Additionally, he commutes monthly from Denver to Salt Lake City where he is the Director of New Business and Strategy at Super Top Secret, a creative agency with an impressive list of clients that is constantly growing.

Nathan, Chandler and I cruised down to Bellwether on a warm Monday evening where Rustin got in the hot-seat and nearly brought us to tears with his moving and inspirational story. Over a decade ago, Rustin and his best friends started DVLP clothing, one of the most forward-thinking streetwear brands of the early 2000’s, turning heads at trade shows all over the country every week. Then, in 2008, the stock market crashed, and the entire US economy crashed, causing their team and their company to completely fall apart.


Rustin opened up about how he dealt with losing his first company, feeling as if he completely lost his identity as well. Plus, he offers some unparalleled advice on how to deal with and embrace failure.

Watch Rustin’s 5-minute video to hear his story and advice, and subscribe for more weekly videos from successful entrepreneurs, CEO’s and VC’s at Eyesight Collective’s Video Blog.


Written by Founder and CEO, Jake Hurwitz.

Video Filmed and Edited by Co-Founder and CCO, Nathan Moses.

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