We’re going to be honest with you — we’re in it right now, the messy middle as our Co-Chief Creative Officer, Buzz Miller says. The thick of it. The stretch, the spark, the questions, the momentum. PINE is growing, and with that comes all the energy and challenges that scaling a business brings.
Do we have it all figured out – heck no, but we’re learning every day. And because we’re a purpose-led, people-first kind of team, we wanted to share what scaling really looks like for us — not as a “how-to,” but as a “here’s what’s helping.”
For us, positive thinking isn’t a surface-level mindset — it’s a muscle. And when you’re scaling, it becomes one of the most important tools you have.
Ok, here’s what we are learning (sometimes the hard way):
1. Our Vision Is Evolving — and That’s a Good Thing.
PINE was founded on big heart and clear values. Those haven’t changed — but how we express them is evolving.
We’re learning to hold our mission steady while making space for new shapes, new voices, and new energy to grow around it. Positive thinking helps us trust the process, even when it’s unfamiliar. It reminds us that growth doesn’t mean losing who we are — it means expanding who we’re becoming.
2. We’re Building Systems That Support Our Flow (Not Fight It).
When you go from scrappy to scaling, you quickly realize that vibes alone won’t keep the engine running.
It’s been important that we continue building better systems — onboarding, project management, communication rhythms — that help us stay nimble and grounded. It’s been tough, but we have learned to see structure not as something that boxes us in, but as something that gives us freedom. Positive thinking shows up here as grace — being okay with imperfection while still pushing for clarity and consistency.
3. Our People Are Our Power — Full Stop.
As we grow, one of our biggest priorities is creating space for new voices while honoring the people who helped build PINE from the beginning. We’re investing in our team, our partners, and our network because we know that scaling is not a solo act. We’re also embracing the reality that leadership means learning — especially in real-time. Positive thinking keeps us focused on progress over perfection and reminds us to celebrate the humans behind the work.
4. We’re Learning to Say No (So We Can Say a Bigger Yes).
This is aint easy as a little guy, BUT not everything is meant for us — and that’s a powerful realization. We’ve turned down opportunities that didn’t align, even when they were tempting.
Why? Because we’re trying to scale with intention, not just size.
Saying no has become an act of positive belief — that the right things will come, and when they do, we’ll have the space and energy to say yes. No, we are not using hope as a strategy, but we are betting on ourselves and what matters.
5. We’re Choosing Progress Over Perfection — Every Time.
Scaling is beautiful, but it’s messy. We’ve had growing pains, shifting timelines, and “oh s#@t, we need to fix that ” moments. But we’ve also had breakthroughs, incredible partnerships, and moments of real pride. Positive thinking isn’t about glossing over the hard stuff. It’s about staying connected to why we’re doing this, and continuing to move — even if means slowing it all down so we can speed up later.
Why We’re Sharing This.
Because we are all in this big old changing world together and we should help each other, always. Are we experts? NO — we’re practitioners.
PINE is being built in real-time, and we are learning as we go, and trying to do it with intention, joy, and integrity. If you’re in the messy middle of scaling too, we see you. It’s a lot. But it’s also worth it. Keep GOING!
And if you’re just getting started or thinking about growing in a new way, maybe something here will resonate. We’ll keep sharing what we learn, and we hope you’ll do the same.
Here’s to scaling with soul.
— The PINE Team 🌲
Yes, hashtags may be fading — but we’re still fans. Here are a few that feel right for this moment.