Ep 240 - The Time Will Pass Regardless: Why Every Second Counts with Borzou Azabdaftari

There’s something really honest about a message that stops you cold, makes you sit up straighter, and asks you: What are you really doing with your time? 

That’s exactly what happened when I sat down (for the second time!) with Borzou Azabdaftari, founder of NickelBronx, a bold and authentic brand identity firm based in Washington, D.C. Our first recording got lost to the digital ether—but honestly, the second take felt even more powerful. And that’s a lesson in itself. 

Borzou came to Paper Napkin Wisdom with this message scrawled on a napkin: “The time will pass regardless.” 

At first glance, it might seem simple. But simple doesn’t mean small. In fact, the best wisdom often hides in plain sight. 

“In two years, you could be further along… or not. But the time’s going to pass either way,” he said. 

That landed hard for me. And I know it will for you too. 

As entrepreneurs, leaders, creatives—we obsess over the right time, the right setup, the perfect conditions. But Borzou challenges all of that. He invites us to consider: What if you just started? Even if it’s messy. Even if it’s not perfect. 

This isn’t just a platitude. It’s a powerful reframe. And it’s one Borzou has lived. His journey into branding wasn’t some cookie-cutter climb. It was forged in moments of uncertainty, reinvention, and hard choices. What makes him remarkable is his ability to cut through the noise and help others find their real voice—their truth. That’s what NickelBronx does, and it’s what he lives every day. 

“Branding is an act of radical honesty,” he told me. “It’s about helping people discover who they are—and giving them permission to stop pretending.” 

Boom. That’s it. 

And we’re not just talking about corporate identity here. This message runs deeper. It’s about personal alignment. Showing up for your health, your family, your values. Because those areas? They don’t pause while you wait. The time passes anyway. 

We laughed in this episode, too—about how as dads, we sometimes tell ourselves we’re “too busy,” but our kids don’t care. They grow. They evolve. With or without us being present. 

“It’s going to happen. The question is whether you’re in the room for it.” 

That hit me. It reminded me of something I say often: action without intention is random, and intention without action is useless. Borzou's napkin wisdom bridges both. 

So if you’ve been stuck in hesitation, holding off on a launch, waiting to feel ready—this conversation is for you. It's a challenge to trade your “someday” for “starting now.” 

Because the time will pass regardless. 

5 Key Takeaways from Episode 240 with Borzou Azabdaftari 

1. The Time Is Going to Pass—Start Anyway 

“People forget that two years will go by, whether you do something with them or not.” 

Take Action: Pick one project you’ve delayed. Commit to one micro-step this week. Don’t aim for perfect—aim for progress. 

2. Your Calendar Reflects Your Priorities 

“We say we don’t have time, but we do—it’s just going somewhere else.” 

Take Action: Review your last 72 hours. Does your schedule match your values? Make one intentional change. 

3. Authentic Branding Starts With Self-Honesty 

“We help people strip away the noise and say: ‘Here’s who I really am.’”

Take Action: Ask a trusted client or friend: What do you think I stand for? Reflect on whether that matches your brand story. 

4. Consistency Beats Flashy Effort 

“It’s not about being a genius once. It’s about showing up again and again.” 🟢 Take Action: Choose one way to be consistent this month—posting, reaching out, journaling. Track it. Keep it simple. 

5. Waiting for Perfect Is a Trap 

“We lose time to the illusion of readiness. Most of the time, good enough is more than enough.”

Take Action: Identify one decision or launch you’ve overthought. Set a deadline, and ship it—flaws and all. 

This episode reminded me of why Paper Napkin Wisdom exists. We collect these tiny, potent truths—like seeds—that, when planted with action, grow into transformation. 

Borzou’s napkin didn’t just deliver a message. It held up a mirror. 

If you’ve been waiting… stop. Begin. Wherever you are. However messy it feels. Because in two years, you’ll either be in motion—or wondering why you didn’t start. 

🎯 Write it down. 📝 Snap a pic. 📲 Share it with the hashtag #PaperNapkinWisdom. 

And if you want to connect with Borzou or learn more about the incredible work he’s doing with brand identity and bold messaging, check out: 

🔗 Website: https://www.nickelbronx.com 

🔗 LinkedIn: https://www.linkedin.com/in/borzou 

Let’s make our time count—together.