New Year's Resolutions ⇪

Our aim at Athena is to give you your time back so you can spend it in the ways that matter most.

In each issue of our newsletter you’ll get unique delegation tips.

Letter from our CEO

Big wins have a short shelf life.

We spend a lot of time chasing summits. Hit the target. Close the deal. Finish the project. You stand at the top, look around, and think, “I made it.”

But the moment you get there, you realize the horizon has moved.

You can see further now—new opportunities, new challenges, and new paths you couldn’t have imagined before. That’s the point of climbing: not to reach the top, but to see more and keep going.

James P. Carse said it best in Finite and Infinite Games: "A finite game is played for the purpose of winning, an infinite game for the purpose of continuing the play."

As we head into the new year, here’s my mindset:

1. Focus on momentum, not finish lines. Every summit is just a launchpad for what’s next.

2. Make the climb sustainable. Let go of what doesn’t matter. Delegate, simplify, and make space for work that truly moves the needle.

3. Climb to See Further. The goal isn’t to “reach the horizon”—that would make this a finite game. As Tobi Lütke puts it: “The point is to move toward the horizon so you gain more vision.” With each step forward, the path opens, new opportunities emerge, and your ability to see what’s next expands.

Here’s to a year of greater vision and meaningful progress.

Here’s to infinite games,

Robert Hayes, Co-founder & CEO

New Year’s Resolutions

Over 90% of New Year's resolutions fail. Not because people don't want to change, but because they often skip straight to the "aggressive" route.

If you want a better start, ask these 3 questions:

1. What's my REAL commitment level?

2. What levels of structure and progress motivate me?

3. Can I sustain it or will I burn out?

Having an assistant changed everything for me. Instead of setting blind, aggressive goals, we created systems:

I wanted to read more, so I had my assistant block two 20-minute reading windows when I actually have energy (no more pretending I'll read at 6am).

I was dedicated to exercising consistently, so my assistant schedules my trainer sessions 3x per week, tracks attendance, and sends me monthly progress reports.

The most successful people I know aren't the most disciplined. They build systems that make discipline “easy,” and which are suited to their personality and motivational style.

Ready to get going?

1. Jump off the deep end → No email for a week

2. Start/update your systems → Preference docs

3. Travel planning for 2025? → 3 approaches