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    Alcohol, Creativity and the Shady Secret of 30SECOUT

    Alcohol, Creativity and the Shady Secret of 30SECOUT

    Most of the designs we sell were conceptualized while buzzed on alcohol. I usually prefer red wine or vodka soda to be specific. 1-3 drinks, to be specific-er. 4+ drinks kick me out of the creative flow state most of the time, so there's a sweet spot. There’s also less editing to do the next day when writing in the 1-3 drink window, in my experience. Being very drunk doesn't work for me.

    Most designs we launch are successful, but some flops have been created while on the devil's juice, and while sober to be honest. What I have found is that ideas flow freely with a buzz on. Freely, as in no constraints and of varying quality. That's expected when brainstorming, and at that moment, most of them seem fantastic. That's why we need to write them down and look over them carefully the next day, sober. The problem is, sometimes we feel so convinced that the idea is impressive that we make an irreversible decision while buzzed. I don't recommend this. It's almost always better to sleep on it and exercise some discipline and patience. I've made some dumb business decisions while drinking over the years: nothing catastrophic, but things like over-promising something in the moment that stresses me out the next day. I've also ordered way too many T-shirts to sell on an unproven design, so they sit on the shelves, not making revenue. I've also agreed to do projects I don't want to or have the time to tackle. You know the routine.

    Can alcohol improve your mental processing and lead to better business ideas? Yes. It also depends on the type of task we ask our brains to do.

    You may have heard the quote, "Write drunk, edit sober." People often think Hemingway said it, but he didn't. The writer Peter De Vries did, and it makes total sense because we can see snippets of our past played out in this context.


    The publication Science and Cognition has a nice writeup on several studies examining the effects of mild alcohol intoxication on creativity. The studies found that mild intoxication improved creative problem solving but did not affect divergent thinking and reduced executive control, go figure.


    In a nutshell, alcohol improves creativity by suppressing our working memory. It reduces our inhibitions, allowing us more space to work creatively with less speed bumps getting in the way worrying about “what others might think.” It also decreases our analytical ability. Think less left brain and more right brain. You can geek out on the terminology and details HERE.


    "Research has shown that the more working memory people have at their disposal, the better they perform on all sorts of analytical tasks that pop up at school and work. But, interestingly, wielding more working memory may hinder performance whenever thinking creatively or 'outside the box is necessary." - Psychology Today


    So armed with this knowledge, can it be used to accomplish key tasks and responsibilities? I think so. Here's what I have done.

    Disclaimer: First, you need to be of legal drinking age. What I'm sharing here is not advice, so don't do this. I'm simply telling you what I do at times. 


    If I need to create a new design and I'm really struggling, I set that task aside and get back on it with 1-3 glasses of wine, no more. I work on the big picture of the design, usually in Adobe illustrator, but sometimes I simply rough sketch the idea on paper or whiteboard until my mind starts to get lazy and I feel a noticeable drop in creative energy. At this point, I save the work for later. The nice thing is if the idea the next day still seems fantastic, I can work on it without the alcohol, which is nice because I hate hangovers, even mild ones. I also do not commit to the design by ordering a bunch of products while buzzed. That is risky. I only do that after sober reflection, and if it's a new design or concept that you're not sure folks will like, go lighter on the order/commitment.


    Write your ideas down, especially when buzzed. You'll likely find that there are some hilariously stupid ideas there, but also some serious winners. I use the notes app on my iPhone because I am terrible at notebooks and remembering where I put them. Better yet, get some cool points and use a bar napkin to write your idea down. Just remember to fold it up and put it in your pocket. The next day you might pull out a life-changing concept. 



    Founder, Thirty Seconds Out

    The Road To Formula 1 - Hunter Yeany

    The Road To Formula 1 - Hunter Yeany

    We're stoked to be a part of Hunter Yeany's race journey. He started racing carts years ago and has been unstoppable. Last year he became the F4 US National Champ! This year he's moved up to F3 and is racing in Europe as well as the US, against some very talented drivers. 
    The Yeany family are some off the best people you could ever meet. They instill solid values and work ethic in their kids, and it shows. I asked Hunter a few questions to learn more about him and his journey to F1. The last time an American won a Formula 1 race was Mario Andretti, in 1978. 
    We think the time is coming for an American to break out and start winning F1 races again! Here's a snapshot of what it's like being an American driver making your way up through the ranks in hyper competitive Formula racing! Read on!

    What got you interested in racing cars?

    For as long as I can remember I’ve loved everything about cars. I played with matchbox cars. Watched TV shows and movies about cars, and liked everything about racing in general. My favorite movie for a very long time when I was a kid was the movie Cars. I remember I used to watch it every night consecutively with my grandparents.

    Why Formula Cars?

    The reason I chose to go the path of Formula racing is because as I got older I realized there were no Americans in F1 and I wanted to fix that. So I decided I wanted my dream to be the 3rd ever American F1 champion. 

    What’s the difference between F1, F2 and F3?

    So in F3 and F2 you get to travel with F1 to show your talent on the biggest stage. In F3 and F2 there are also more cars than in the F1 field. F1 has 20 cars (2 cars per team) and in F3 and F2 you can have up to 3 cars in a team. The F2 and F3 cars also don’t have power steering to make the steering wheel light for you so you have to be really strong in your upper body.

    What a day of training for me looks like.

    A day of training for me usually starts with waking up around 7-8 in the morning and going for a 3/5 mile run. After that I’ll get my homework done for the day then it’s off to the simulator. On the sim I usually practice in cars similar or identical to what I’d be driving in real life on the  tracks that I’ll race on in the season. Then once that is over usually I’ll go outside and do some sort of fun hobby I like to do like Fishing, Biking, Surfing, Swimming, or Skating.

    What is a race day like?

    My race day routine starts with getting up around 6am and getting a shower to wake myself up. Then afterwards I’ll go and get something to eat usually on the way to the track. The team will have a schedule already set up for when they want you to arrive to the track. Once I get to the track I always say good morning to everyone on the team to show my appreciation for them working so hard. Then I go say good morning to my engineer and go over the race run plan. After that I have about an hour break till I start getting warmed up. For my warm up I jump rope, do push ups, and lunge and at the same time the mechanics are warming up the car to the right temperature. Then I get in the car, get strapped in, do radio and brake bias checks with my engineer and drive to the grid to start the race. After the race I go back to the engineer office and tell him how the car setup felt. We talk about that for a while then look at data to see where I’m good on track and where I can improve. I then get changed, say bye to the team and leave to go eat dinner. I usually go to bed around 9-9:30.

    What resources do you have in the car?

    We can’t eat or drink in the car I drive but in some cars like F1, Indy car, and WEC they have a drink system. Sometimes you need to go to the bathroom in the car but you really only feel like you have to go when you’re not driving the car. What I mean by that is when you’re sitting on the pregrid your anxious and feel like you need to go but when you’re driving you’re too focused to even notice.

    Do you have comms while driving?

    The whole team has a radio system so they can hear each other over the cars because in the pit lane the cars are really loud. But your engineer is the only one who talks to you while driving. What they usually say on the radio is your lap time, tire state, and if you have damage because F3s races aren’t long enough to have a pit stop.

    Pulse rate while racing?

    I don’t where a heart monitor while driving but I’ve checked it right after I’ve gotten out of the car before and it ranged around 140-160 bpm so pretty high!

    Favorite music?

    I like a lot of different varieties of music but my 2 favorite genres are classic rock and pop just because they both give off the best vibes in my opinion. If I’m training I really like a lot of old school hip hop and alternative rock. For hip hop I like Eminem, The Notorious BIG, Dr Dre, and 50 cent. For Alternative rock I like Kings of Leon, Red Hot Chilly Peppers, Metallica, Nirvana, Linkin Park, and Green Day.

    Favorite pre race meal?

    This might sound a bit funny it’s not really a meal but I usually eat a few jelly beans before I go get in the car to get a sugar high when I go out to get a burst of energy.

    Favorite current F1 driver?

    My favorite current driver racing in F1 is George Russel because even though he may not be in the best car he always makes the most of it always out qualifying his teammate.

    How I handle school?

    I do an online school program called Ontrack School. They are really flexible with when you turn in your work whether it’s early or late and you can do it on your phone or laptop.

    What’s it like racing against Americans vs Europeans?

    Racing against Americans and Europeans aren’t particularly different. It’s just the rules of how you’re allowed to race. In America you have to be careful when racing other cars because you have to race how the series wants you to. In Europe the driver gets to do more of what he or she wants to do and not have to worry as much about getting a penalty.

    Where do I see myself in 5 years?

    In 5 years I see myself in an F1 car racing around the world seeing new sights and meeting new people. I’m not sure which team it would be with but I wouldn’t turn the offer down!  My goal is  to prove that I’m good enough and to do that you have to be driving an F1. 

    What do I attribute to the growing popularity of Formula racing in the US?

    America has a long history of racing in Formula 1 that’s been forgotten. People forget that In the late 70’s and early 80’s open wheel racing like F1 and Indy car were extremely popular. Both series raced in the US and were attended by large crowds weekly. At one point another series called champ cars came in the picture and diluted all the series. At that same time a Motorsport called NASCAR had a growing popularity among average blue collar Americans. It was a series that people at the local tracks around America still believed they could reach. All of that has changed now. But each of these series realize that they have to reach the current audience. An audience that doesn’t have a link to our past Motorsport history but still believes in the United States being the best and pushing our limits. Liberty Media out of Denver, Colorado understands that they have to bridge that gap between our past history and our current Motorsport audience here in America. Netflix shows like Drive to survive bring you backstage and let you see behind the curtain of F1. The biggest reason it’s growing here in the US is because that’s where there is growth for the sport. That’s also why over the next few years you will see not only a race at Circuit of America’s in Austin, Texas, but in Miami, possibly Las Vegas and maybe even at Indianapolis. 

    What is the most challenging part of Formula racing for me?

    The most challenging aspect of racing for me would probably be mental side because sometimes you tend to beat up on yourself quite a bit if you don’t do well or get homesick. But you’ve just got to fight it and keep going!

    What’s my favorite part of racing?

    My favorite part of racing is driving fast but also the different cultures and sights I get to see along with people.

    Why do you think you will be successful in a cutthroat sport like racing?

    I think I will be successful because I refuse to give up no matter how bad or good the session is and you just have to keep pushing.  I’m also different from other drivers because I’ve figured out how to be dedicated on and off the track towards racing, but still have my own life and enjoy my family, friends and hobbies. It sounds simple, but that balance is extremely hard. 

    How can people find me.

    Insta: Hunteryeany

    FB: Hunter Yeany

    Twitter: Hunteryeany

    TikTok: hunteryeanyofficial

    Www.hunteryeany.com. (New site coming soon)

    What’s It Like To Shoot With Clint Eastwood?

    What’s It Like To Shoot With Clint Eastwood?

    I got a text from a friend a while back asking if I wanted to go to the shooting range. I was busy working on a project and said I couldn’t make it. My friend was adamant I show up, ensuring me it would be worth it. Clint Eastwood was coming to shoot that day, but my buddy wasn’t sharing that info over text. He was doing a good job of keeping Clint under the radar and respecting his privacy as well. Since he was insistent, I decided to grab my guns and head over.

    I arrived at the range, grabbed my gear, and was trying to figure out what the big deal was that day. He informed me Clint Eastwood was on his way over to do some shooting. “Yeah right,” I said. He just gave me a look, letting me know he wasn’t joking around. Sure enough, Clint rolls up 5 minutes later. 

    Clint was cool. No oversized ego to navigate and no annoying celebrity qualities that are all too common, like neediness, complaints, and cringe-worthy snobbery. None of that. He came across as more of a blue-collar guy, right up my alley. 

    We started out shooting pistols. Clint was a good shot, and yes, he shot one-handed a lot of the time. The only point of improvement I offered him was to get his shoulders more forward like he was about to throw or receive a punch. Other than that, he was solid with his weapons handling. I wasn’t surprised as he has gotten a lot of training over the years preparing for films.

    Here’s the awesome part. The moment the range went cold for the last time, Clint removes his hat, takes a knee, and starts picking up brass! My buddy and I told him he didn’t have to do that, but he said, “It’s no problem. I shot it and need to help clean up.” So, we all picked up our brass together, then we all went and had a few Coronas at a buddy's house with Clint.

    Clint Eastwood picks up his own brass, and he didn’t make a big deal about it! Be like Clint.


    Progress Over Perfection

    Progress Over Perfection

    Progress Over Perfection

    Adventure is at the heart of our community at Thirty Seconds Out. Adventures happen outside. We love being outside, a lot!

    Protect Our Winters and Thirty Seconds Out Partnership

    [Photo] Thirty Seconds Out staff in the middle of an adventure in Alaska, May 2021. Yes, it does look like one of those corporate motivation posters.  Anthony S.

    We're stoked to announce our official brand alliance with Protect Our Winters! POW helps passionate outdoor people protect the places and lifestyles they love from climate change. They are a community of athletes, scientists, creatives, and business leaders advancing non-partisan policies that protect our world today and for future generations.

    POW and 30SECOUT Partnership

    We are the first veteran owned apparel brand to form an alliance with Protect Our Winters! Why did we do this? We can imagine that some might see this unlikely partnership as really strange. A brand founded by a combat vet, which cares about the impact that human activity has on our planet? Yes, that's precisely what's going on here.  Like you, we listen to science. Then we look to see what we can do with this information to help make our country and world a little better than it was yesterday. Here's the definition of science we are talking about, so we're all starting from the same basic understanding. Overwhelming evidence shows us that human activity does, in fact, have a negative impact on the climate.

    "Science is the pursuit and application of knowledge and understanding of the natural and social world following a systematic methodology based on evidence." The Science Council

    You can read more about systematic methodology, here. It's basically the best system in the world for discovering the truth. It doesn't cater to our beliefs, feelings or traditions. It is a shield against incompetence.

    So what are we actually doing? Not enough, but we switched most of our packaging over to recycled materials and will continue to find ways to improve our products in this area. We joined forces with POW to help share the science and reality of climate change with our community. Our founder, Evan, still drives a gasoline powered truck, so he's a hypocrite, but he knows it. It comes down to progress over perfection and we have to start at imperfection.

    In a nutshell, we're starting to do what is within our grasp to contribute to positive changes in our understanding of the world and the impact our actions have on it. Now back to our hippy drum circle. Onward!

    "We can't solve problems by using the same kind of thinking we used when we created them." - Albert Einstein


     Thirty Seconds Out

    New Tee- Work The Plan

    New Tee- Work The Plan

    We're back at it again with another badass collaboration. We recently got the opportunity to collaborate with, The Ready State. We always feel lucky to create with brands that uphold the same values and goals as ours. The Ready States mission is to help everyday athletes enjoy movement, agility, and strength; their end goal is to have athletes of all walks have less pain and more protection against injury. They're here to help adults of all levels understand the importance of recovery, pain relief, and self-care, especially as athletes get older. TRS gives athletes the tools to perform essential maintenance on themselves; they understand not everyone has a team of trainers to take care of them. They are here to support the everyday athlete and provides them with information to keep their bodies mobile.

    With that being said, 30 Seconds Out and The Ready State give you "Work the Plan." Featured in two different colors, make it what you want. Dr. Kelly Starrett, co-founder of The Ready State, gave us the inspiration behind the design. Starrett said, "It is about being consistent over being heroic, "Work the Plan" is the heart of the message; make the best choice out of the options presented to you. Trust yourself, don't overthink or second guess." The leopard is the core of the design, symbolizing a human being's full physical capacity. The leopard doesn't need a pep talk; it doesn't have to activate its glutes; it has access to this power at a moment's notice, ready to attack and defend in the blink of an eye. The third eye on the leopard represents the self-awareness of our capacity to be self-reliant, resilient, and badass creatures. Self-awareness can seem like a superpower from the outside, like having a sixth sense. The leopard knows what needs to be done.

    Make sure you go checkout the The Ready State and all they do. On top of adding a new badass tee to your collection a portion of the "Work the Plan" tees will be donated to the Clean Water Corps, a task force specialized in focusing on combating the global water crisis. Operated entirely by veterans, they're serving there communities once again.