100,000 Is A Gigantic Number: Our CEO On Being Grateful

A couple of weeks ago, something amazing happened at Fracture. We received our one hundred thousandth order. 100,000 orders. It’s certainly a landmark in the history of our company, and as such, our CEO Abhi Lokesh decided to write a company-wide email to commemorate the occasion.

This being an internal email, it’s clearly directed toward the team, but this sentiment of gratitude is one we feel just as strongly toward our amazing customers who helped us get to this point. – Drew


Often times I’m accused (and fairly so) of not stopping to smell the roses and appreciate the journey and show gratitude for the little things in life.

Looking at this situation, it was almost a perfect example of this happening.

When I first heard the excited murmurs around the company that we were reaching order 100,000, I scoffed. I thought to myself, “So what? Is this really a big deal? I want to get to our MILLIONTH order. Then I’ll celebrate. That’s real progress.”

I could try to justify that this “Hustle, Never Stop, Never Settle” mindset is good and even necessary. It is true that it’s always based in good intentions.

But it’s also toxic if you let it overwhelm and blind you.

What I’ve come to realize is that this 100,000-order milestone is a poignant and timely symbol of how far we’ve come, and how much untapped potential still exists for us. It’s a moment truly worth celebrating and appreciating.

For a little perspective on our growth, consider the fact that it took us almost 5 years to get from 0 to 50,000 orders, but it took us less than 18 months to go from 50,000 to 100,000 orders. That’s exactly 30% of the time for the second fifty thousand orders. That’s just awesome.

It’s tempting to think, “Wow – we must have REALLY kicked it into high gear over the past year to make this happen!”. To a point, that would be true – but only partially.

The whole truth is that this achievement would never have been possible without us taking steps we started taking 4 and 5 years ago.

I want to make sure to give credit and the proper due to our teammates, past and present, who helped lay the foundation for us to build upon.

Looking forward, it’s exciting and a little overwhelming to think of all the possibilities we have in front of us.

If we’ve made it to 100,000 orders already, imagine where we can go! Imagine what we can do! We’ve got so many ideas, so many prospects – thinking about the future is almost intoxicating.

We owe it to ourselves to ensure that we’re taking the proper steps now. Steps that will enable us to achieve our future milestones as we keep building Fracture.

So at this milestone, I just want to stop and say thank you for being here and helping us get to order 100,000. It’s been a transformative journey so far, and I’m excited to see what the road looks like.

And I promise I’ll do my best to stop and smell the roses, on the way to order 1,000,000.


About The Author

Abhi Lokesh

Co-founder and CEO at @fractureme. Husband to Aimee. Proud papa of Ari, Rajah, and Bella. Master of naps + The Office. Fan of peanut butter + pizza.

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