How 2024 helped me build a personal brand and achieve my goals

As 2024 just ended, I find myself reflecting on what has been one of the most transformative years of my life. 2024 was not just about setting ambitious goals; it was about embracing the discipline, consistency, and mindset required to pursue them.

This post is my way of sharing the journey, the good and the bad, the lessons learned, and the achievements—big and small—that made this year unforgettable. My hope is that it inspires you to take a step toward your own goals, no matter how daunting they may seem.

At the start of last year, I set myself a challenge: to read 52 books in 52 weeks.
I didn’t quite reach that number—I read “only” 38 but I’m not disappointed for not achieving the goal, instead I’m proud of myself and grateful for what I gained from each book because if I wouldn’t challenge myself I’d never get the value of each title, all the new ideas, deeper understanding, and practical insights that enriched my personal and professional journey.

If you’re looking for inspiration, here’s the complete list of books I read this year:

📚 -> Click HERE to see the full book list

Always regarding the personal growth, I’ve been training myself to the cold since some years now, taking cold morning showers after my workout. This year, I also took on the challenge of committing to 365 cold showers for 3 minutes—one every single morning. No matter where I was or what the season, I stuck to this routine. It wasn’t easy, especially on freezing winter mornings or when I was traveling. But it taught me resilience, mental clarity, and the importance of starting each day with intention. Sometimes, it’s the smallest, most uncomfortable habits that yield the greatest transformations.

Another personal milestone I celebrated this year was two full years without alcohol. On December 23, I marked 730 days since my last sip of wine, beer, or anything in between.

It wasn’t a decision driven by necessity but by curiosity—what would happen if I eliminated something so deeply ingrained in social culture? The result? A sharper mind, better sleep, and a newfound clarity that’s been priceless in both my personal and professional life. Let’s just say it’s a habit I don’t see myself going back to anytime soon.

Speaking of lifestyle changes, 2024 was also the year I decided to fully embrace a vegetarian diet. For years, I toyed with the idea, but this time I took the leap, not as a restriction but as a conscious choice aligned with my values.

It wasn’t just about health—it was about sustainability, being kinder to the planet, and challenging myself to create new routines and meals. Spoiler: the world of vegetarian cuisine is far more exciting than I anticipated.

And while we’re on the subject of sustainability, I also made a shift in how I move through the world—literally. This year, I bought an electric bike and reorganized my daily routines to significantly reduce my car usage. Whether it was heading to a meeting or running errands, I found joy in swapping four wheels for two. The fresh air, the simplicity, and the knowledge that I was reducing my environmental footprint made every ride feel like a small but meaningful victory.

"Through these changes—small in some ways but monumental in others—I’ve come to realize that growth isn’t about grand gestures. It’s about the consistent, deliberate choices we make every day. It’s about showing up, even when it’s uncomfortable, inconvenient, or just plain hard."

What I gained this year wasn’t just better habits; it was a deeper connection to my values and a clearer understanding of the kind of life I want to build.

In April the coffee market was about to enter a storm due to the crazy price of the stock markets so I decided to start a newsletter to inform and help my foreign customers.

I had no idea what it would become. It was meant to be a small project, a way to share ideas, insights, and reflections with a select group of people—my clients, collaborators, and a few trusted partners. But week after week, it grew into something much more.

"Writing consistently for 39 weeks taught me discipline, focus, and the immense power of connection"

Knowing that my words were inspiring and supporting others became my greatest motivation so I felt ready to take it to the next level.

Starting January 2025, this newsletter went public, aiming to reach a wider audience of entrepreneurs, coffee lovers, and growth-minded individuals. My mission remains the same: to offer value, spark conversations, and share my growth and stories that resonate.

On the professional side, 2024 was a milestone year for La Genovese. At the end of 2023, our international revenue stood at €900,000. I set an ambitious goal to increase it by €1 million by the end of 2024 and we’ve reached “only” €1.7 million—instead of 1.9.

This achievement is a testament to the power of strategy, teamwork, and a relentless focus on creating value for our clients. More importantly, it’s a reminder that growth is not just about numbers—it’s about the relationships and trust you build along the way.

But perhaps the most transformative professional journey I undertook this year wasn’t about sales or revenue—it was about myself. In 2024, I decided to take a deep dive into the world of personal branding. Not because it was trendy, but because I realized the importance of creating a voice, a story, and a platform that felt authentically mine.

I didn’t hire an agency, nor did I delegate the work. I rolled up my sleeves and got to it.

I devoured books, attended courses, and spent countless hours experimenting, failing, and learning. The result? A personal brand that I’m proud of—not just because it represents me, but because of the skills I’ve gained along the way.

One of the highlights of this journey was building my own website and blog from scratch, the one where you are right now. It wasn’t just about creating a digital presence; it was about mastering the tools, understanding the process, and creating a space that reflected my vision. Along the way, I picked up invaluable skills in marketing, content creation, and web development—skills that now feel like superpowers.

This process wasn’t easy, but it was incredibly rewarding. It taught me that no matter how daunting a challenge seems, you can achieve it if you break it down, stay consistent, and embrace the messiness of learning.

And the best part? I’m now in a position to share everything I’ve learned. Whether you’re a coffee entrepreneur or someone looking to carve out their own path, I’ve created a guide to help you get started: “How to build a brand for your coffee business.” It’s packed with practical insights, step-by-step instructions, and lessons from my own experience.

👉 [COMING SOON] Click here to download the guide and start building your brand today

2024 wasn’t just a year of milestones—it was a year of transformation. A year where I learned that growth isn’t about perfection; it’s about showing up, putting in the work, and embracing the journey.

As we step into 2025, I invite you to reflect on your own path. What small, consistent steps can you take today to create the life and business you want tomorrow?

Last year has reinforced a lesson I’ve come to deeply believe in: the true goal isn’t the result—it’s the process. Life isn’t about us; it’s about the lives of those we touch. Helping others grow has been the greatest driver of my own growth.

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"The universe gives us everything we need, but we often fail to see it. It doesn’t give us what we want—it gives us what we are."

As we step into a new year, my wish for you is this: may you find the courage to challenge what feels unchangeable, to make the choices you think are out of reach. Trust the process, embrace the signals the universe sends your way, and take it one step at a time.

2024 has been a year of growth, resilience, and transformation for me. I hope that in sharing this journey, I’ve sparked something in you too. Here’s to the process and all it teaches us.