When I deployed to Iraq in 2003 for Operation Iraqi Freedom (OIF 1), I never imagined I’d one day run an Etsy store with my wife from our Arizona home. Back then, the mission was survival: navigating war’s chaos, carrying the weight of responsibility, and grappling with PTSD that’s haunted me since. I left the Army in 2007, but the scars of 2003 linger, shaping every step of my journey. Yet, the military’s lessons, discipline, leadership, adaptability, mission-focus, and camaraderie, fuel our small business, JK Prints & Gifts, today.

My wife and I launched JK Prints & Gifts to create something meaningful, a venture that supports our mental health and gives us purpose after years of civilian struggles. If you’re a veteran, aspiring entrepreneur, or side hustler building from scratch, these military lessons can guide you too. Here’s how they’ve shaped me, and why they matter for running a small business.

In the Army, discipline was everything. You woke at 0400, laced your boots, and worked, no matter the exhaustion or chaos in your mind. In Iraq, hesitation wasn’t an option. That grit anchors me now, especially when PTSD makes showing up feel impossible.

Some days, memories of 2003 hit like a freight train: flashbacks, sleepless nights, or anxiety that clouds everything. But JK Prints & Gifts doesn’t pause for my struggles. No boss demands I update listings, answer customer emails, or design new mugs. If I don’t do it, our business stalls. Discipline means posting on Pinterest at 7 AM, even when sales are slow, or writing a newsletter when I’d rather hide.

For veteran entrepreneurs or side hustlers, discipline is your edge. It’s what keeps you grinding when motivation fades. Want to join our journey with exclusive designs and discounts? Sign up for our JK Prints & Gifts mailing list: Join our mailing list.

Leadership in the military isn’t about shouting orders, it’s about owning everything: the mission, the mistakes, the results. In Iraq, I learned a leader takes responsibility, no matter how tough. That mindset drives our business.

When an order ships late or a customer is unhappy, I don’t blame the supplier or Etsy’s algorithm. I fix it: contact the customer, resolve the issue, make it right. Leadership also means guiding myself through PTSD’s fog. On hard days, I break tasks into bites, design one product, send one email, and keep moving.

Leadership keeps the big picture in focus. Are we building a business that reflects our values, like our mental health-focused gifts? That’s what builds trust in a small business, where every review counts. To sharpen your leadership, I recommend Extreme Ownership by Jocko Willink, a veteran who nails this mindset. Get it here: Extreme Ownership Book.

Combat zones shift in seconds. Plans that worked yesterday could fail today. That ability to pivot kept me alive in Iraq, and it keeps our business thriving.

The online marketplace is its own battlefield. Etsy trends change, algorithms evolve, hot products cool off. Early on, we clung to bestselling designs, only to see sales drop when trends shifted. Now, we stay nimble. When mental health gifts trended, we launched our “You Are Enough” tee. When seasonal designs spiked, we rolled out holiday mugs and digital downloads.

Adaptability is survival for veteran entrepreneurs. Don’t cling to what worked last month. Need a tool to create fresh designs fast? Canva Pro is a lifesaver for our Etsy store. Try it here: Canva Pro.

Every military operation has a clear objective. You don’t move without knowing the mission. That clarity grounds me, especially when PTSD clouds my path.

Our mission for JK Prints & Gifts isn’t just profit, it’s building a sustainable business that supports our mental health and lets us create together. On tough days, when orders slow or doubt creeps in, that “why” pulls me back. Every mug shipped, every 5-star review, every new subscriber reminds me we’re making a difference.

Your mission might be financial freedom, family time, or proving you can build something. Lock it in, write it down, keep it close. For inspiration, check out Start with Why by Simon Sinek, it’s helped me stay focused. Grab it here: Start with Why Book.

In the military, your unit is your lifeline, you cover each other’s backs, you succeed together. That camaraderie carries into entrepreneurship.

Running an Etsy store can feel lonely, especially late nights packing orders or wrestling with self-doubt. But community changes that. We’ve found support in veteran business groups, Etsy seller forums, and customers who share our values. Social media, like X and Facebook groups, connects us with other small business owners for ideas and encouragement.

Affiliate marketing lets us partner with brands we love, like Black Rifle Coffee, a veteran-owned company whose bold roasts fuel my midnight work sessions. If you’re a coffee fan, check them out: Black Rifle Coffee.

Running JK Prints & Gifts tests me, PTSD makes some days feel like a battlefield, and entrepreneurship’s uncertainty can feel like an ambush. But every order, subscriber, or message about our products reminds me why we push forward.

The military taught me to show up, own my failures, pivot fast, stay mission-focused, and lean on my team. Those lessons, forged in Iraq and carried through years of battling PTSD, are the bedrock of our business. Veteran or not, if you’re building a small business, you’ve got the grit to make it.

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Q: How can veterans start a small business?
A: Leverage your military skills like discipline and adaptability. Start small, like an Etsy store, and use free resources like veteran business groups or Canva for designs.

Q: What’s the hardest part of running an Etsy business?
A: Staying consistent and adapting to trends. Discipline and tools like Canva Pro help: Canva Pro.

Q: How do you manage PTSD while running a business?
A: Break tasks into small steps, lean on community, and focus on your “why.” Our mission keeps me grounded.