Why Create New Companies That Couldn’t Exist 10 Years Ago
Written by Wayne Elsey, Founder and CEO
Wayne Elsey is the founder and CEO of Elsey Enterprises. Among his independent brands, he is also the founder and CEO of Funds2Orgs.
"It's impossible" is something I've heard over and over, and perhaps you have too. When it happens, it lights me up because it is a challenge in building new companies or expanding my legacy brands. Proving people wrong is what the best global entrepreneurs do. Currently, I'm dedicating a significant amount of time to expanding my social enterprise presence in new countries. When I started, it wasn't easy, but I thrive on "no one's done it, yet."
Let me ask you a question. If your business could have thrived in 2015, why are you building it in 2025? What I’m trying to get at is that the classic business models and approaches don’t have to be the way we proceed into the future. I respect and appreciate the classics and foundational approaches, but creating new companies that couldn't exist 10 years ago is what the world needs. That's what I learned in my work in the reuse economy.
The past isn’t a blueprint for business, it’s a launchpad
Ten years ago, business leaders spoke a lot about scaling companies. The bigger the valuation, the louder the headlines. There was a lot of discussion about the unicorn companies, but today, many are shedding employees or pivoting toward AI and tech. Those companies are built for investor appetites and not for real-world impact and change. Moreover, the problems of 2015 aren’t the problems of today.
Look around you, and we have immense social challenges. Everyone you speak to realizes that the "system is broken," but no one has the answer. Education, job and work stability, climate change, poverty, access to quality medical care, the list is long. Still, here’s the thing: we don’t have to change every issue. We just have to figure out what matters to us and find a way to join profit and purpose, which I always say, aren’t mutually exclusive.
The reuse economy: A case in point
Allow me to ground this article in something I know firsthand, which is the reuse economy (aka circular economy). When I started Funds2Orgs and later Sneakers4Good, I knew that we faced a significant challenge.
1. Over 300 million pairs of shoes and sneakers end up in landfills every year.
2. Many people in developing nations need economic opportunities.
Candidly, when we started the social enterprises, it took time for our partners and their communities to fully understand what we did because it was something that didn’t exist. We've been in business for over a decade, mastering global logistics to help brands thrive, creating awareness, and changing many mindsets. Consumers want to do something with for-profit brands that's part of something bigger.
Want to succeed in business? Follow the friction
For creative entrepreneurs excited about building new companies and brands, how do you get started? For one, stop looking at the market gaps and start looking at the friction points. In other words, consider what frustrates people around you. Start where you are and expand from that point. Other questions to figure out are what feels broken or overlooked? What's too complicated or too expensive for people?
Once you have some ideas, use ready resources for brainstorming and ideation.
Leverage AI for deeper research, market research, and even prototypes.
Connect with talented people, anywhere on earth.
Think of how to bypass traditional gatekeepers and innovate.
Your company should feel a little impossible
The best ideas often feel impossible, but that's okay. Prepare your mind to be ready to start even before you're truly ready. One of the things I've realized along the way is that some people get stuck in paralysis of analysis. Be mindful of it from the start, and remember nothing in this life or business is ever perfect. Also, be careful with the so-called experts who will tell you “That’s not how it’s done” or “there’s no market.”
When I first talked about the idea of shoe drive fundraisers and sneaker recycling and tying them to the global reuse supply chain, people looked at me sideways. “What do you mean collecting shoes for fundraising?” It sounded too niche. Still, millions of shoes later, we created immense global change both in over 20,000 communities in the US and with 4,000 global partners. When I created the brands, the work wasn’t familiar, but it was the future.
The future is asking for better new companies
Many entrepreneurs want to create the next Uber or Airbnb, but those companies already exist. The better approach is to have the guts to be original. Candidly, the world needs each of us to step up and make the planet healthier and its people and living creatures safer in every regard. So, for people who get called to become entrepreneurs and build new companies, your business plan should answer what didn't exist 10 years ago but is needed now.
In many ways, entrepreneurs are a restless bunch. Typically, they're people who aren't satisfied. The world's best entrepreneurs don't play it safe, and even when they fear, they're brave enough to try and learn. With profit and purpose, entrepreneurs can create an immense impact. So, if you're thinking of starting a new business, remember, you don't need a permission slip. Because if it couldn't have existed 10 years ago, it's exactly what the world needs now.
© 2025 Wayne Elsey. All Rights Reserved.
Wayne Elsey, Founder and CEO
Wayne Elsey is the founder and CEO of Elsey Enterprises. Among his independent brands, he is also the founder and CEO of Funds2Orgs. This social enterprise helps nonprofits, schools, churches, civic groups, individuals, and others raise funds while helping to support micro-enterprise (small business) opportunities in developing nations and the environment.
