Luck Isn’t Found. It’s Built.
Why the best operators obsess over product, truth, and execution instead of waiting on chance
Most people talk about “luck” like it’s a weather pattern. You get a good break. You catch a trend early. You happen to meet the right person at the right time. And sure—timing matters. But what I’ve noticed after years of working around founders, operators, and investors is that the people who seem lucky usually have something else going on: they’re running a repeatable process that keeps putting them in the path of good outcomes.
It’s not mysterious. It’s almost boring. They learn the product at a use-case level—not “our platform is powerful,” but what problem does this solve on a Tuesday afternoon in a real business with real constraints? They talk to the people closest to the work. They talk to customers until the story stops being flattering and starts being useful. Then they look sideways at competitors—not to copy them, but to understand the shape of the market and where the easy assumptions are hiding.
In other words: they triangulate. They don’t fall in love with a single viewpoint, even their own. They collect inputs until the pattern is obvious, then they pick a direction and live with the consequences. That last part matters. A lot of folks can diagnose. Fewer can decide. Even fewer can execute without constantly reopening the question to soothe their nerves.
This is where “making your own luck” starts to look less like motivation and more like a craft. It’s also where ego becomes expensive. If you’re the kind of leader who needs everyone to agree with you, you’re going to be surrounded by polite people and slow data. If you’re the kind who can hear “this isn’t working” without taking it personally, you can move faster than your competitors—because you’re not dragging feelings behind every decision like a boat anchor.
And yes—AI is changing the game here, but not in the way the headlines want. The real advantage isn’t that AI is “smart.” It’s that it lowers the cost of iteration. It compresses research time. It speeds prototyping. It turns previously painful work—like scanning contracts, writing first-draft code, or testing a hypothesis—into something you can do before lunch. That doesn’t replace judgment. It just raises the bar for people who refuse to develop any.
The operators I trust tend to share the same posture: curious, blunt, and allergic to fantasy. They’ll change the business model, fire the wrong customers, kill the wrong product line, and rebuild the engine while the plane is in the air—because the alternative is slowly losing. That isn’t chaos. That’s discipline.
Few people articulate this “luck is built” mindset better than this week’s guest, Eggs! The Podcast alum and CEO of Agilence, Russ Hawkins—an intrapreneur-turned-turnaround CEO who has spent decades walking into complicated businesses, telling the truth about what he finds, and then building a plan that actually ships.
From Bell System Chaos to Retail Analytics Clarity
Russ Hawkins is the CEO of Agilence (Agilenceinc.com), a data analytics company that helps multi-location businesses make sense of the operational data piling up inside retailers, restaurants, convenience stores, pharmacies, and hotels. In plain terms: Agilence pulls together feeds from across a business and helps leaders ask—and answer—questions that improve performance.
Russ’s career path makes his perspective unusually grounded. He spent roughly 15 years inside AT&T during the era of the Bell System breakup and the reinvention of telecom, building a reputation as someone who could innovate inside a large machine without becoming a prisoner of it. Later, he moved into venture-backed leadership, repeatedly stepping into companies that needed what he calls “adult supervision”—a clearer strategy, a tighter go-to-market, and the willingness to stop doing things the hard way just because that’s how they started.
He’s now been at Agilence for 18 years, including a major reinvention of the business in 2013—shifting away from hardware headaches and into a more scalable software-driven model. His operating style is consistent: talk to everyone, corroborate the story with customers, understand the competitive landscape, then make the call and execute.
How to Build “Luck” on Purpose
Russ doesn’t romanticize leadership. He treats it like field work: collect inputs, tell the truth, decide, and move.
“First thing I do when I come in is talk to everybody.”
Actionable insight:
When you take over a team or a business line, skip the “strategy offsite” theater. Do fast, structured listening tours—employees, customers, and anyone who touches the product daily. The truth shows up quickly if you’re willing to hear it.
“I also went… to all the existing customers… and tried to corroborate and triangulate.”
Actionable insight:
Internal confidence is cheap. Customer corroboration is expensive and therefore valuable. If your internal narrative doesn’t match what customers say they’re buying, you don’t have positioning—you have a bedtime story.
“I would identify the top three competitors… and meet the CEOs… ‘How do we work together even knowing that we’re competitive?’”
Actionable insight:
Competitors are a source of market clarity, not just a threat. You learn how they frame the category, where they’re vulnerable, and what customers already expect. That’s the difference between building in a vacuum and building with context.
“I never promised them that I would be able to make anything happen… All I promised them was that I would do an analysis.”
Actionable insight:
This is the grown-up version of leadership credibility. Don’t sell certainty. Sell process. Investors, boards, and teams can forgive bad outcomes faster than they can forgive fuzzy thinking.
“There’s only three things that I do… strategic direction… allocating capital… hiring the right people.”
Actionable insight:
This is a useful filter when you feel buried. If what you’re doing isn’t one of those three (or doesn’t directly support them), it’s probably a delegation problem or a distraction dressed up as responsibility.
“Bootstrap as long as you can… [Investors] are friendly, but they’re not your friends.”
Actionable insight:
If you raise too early, you trade optionality for oxygen. Sometimes you need the oxygen. But don’t pretend the incentives match—because they don’t. The best leverage you’ll ever have is the leverage you built before you needed it.
“We make our own luck.”
Actionable insight:
Luck isn’t the spark. Luck is what people call your results when they didn’t see the inputs: the calls, the uncomfortable conversations, the competitor research, the customer interviews, the early exits, the fast rebuilds.
The Luck You Can Actually Control
There’s a quiet relief in Russ’s framework: you don’t need to be a genius, and you don’t need to predict the future. You need a system that keeps you close to reality, close to customers, and honest about what’s working. That’s where good decisions come from—and good decisions compound the way luck is supposed to.
It also reframes what “boldness” really is. Boldness isn’t swagger. Boldness is being willing to kill the product line that’s draining you. Boldness is walking away from the wrong customers, even if they’re loud. Boldness is telling the truth early—before the business forces you to learn it in a more expensive way.
And if you’re building right now, this is a good week to steal a page from Russ: pick one assumption you’ve been protecting, then go try to disprove it. Call five customers. Call two ex-customers. Look at a competitor’s pitch. Ask your team what they think you’re ignoring. Then write a plan you can execute without needing everyone to clap first.
Thanks for reading,
—Ryan
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Ready for more?
Catch Russ Hawkins’ interview in its entirety on Eggs! The Podcast.
Don’t miss a show! Subscribe on Spotify, Apple Podcasts, or really anywhere great podcasts are found.
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Reading list
If you're looking to go deeper on the themes from this week's newsletter, here are a few books that pair well with the conversation and offer a broader perspective:
High Output Management — Andrew Grove
A practical operating manual for building systems that scale: decision-making, leverage, and how managers actually create output.The Outsiders — William N. Thorndike
A sharp look at CEOs who win through capital allocation and disciplined decision-making—less charisma, more compounding.The Lean Startup — Eric Ries
Not for the buzzwords—read it for the discipline: test assumptions, shorten cycles, learn fast, “lose early.”Zero to One — Peter Thiel
Useful as a counterpoint: where contrarian bets come from, and how to think about category creation (even if you disagree with half of it).
More to explore
Agilence: Agilenceinc.com
Contact Russ: R. Hawkins at Agilenceinc.com
Work with me
Ryan Roghaar - Fractional CMO/Creative Director/Art Director: https://rogha.ar/portfolio
RŌG Health - A commercial readiness and strategy firm for medtech companies, helping CEOs identify what’s blocking growth and make clear, de-risked decisions around commercialization, partnerships, and fundraising. https://roghealth.com
Eggs! The Podcast: https://www.eggscast.com
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