Hello dear readers of the Travel Hi-Five. I am back for a fall edition. Fall in our area brings several festivals and right in our neighborhood is our favorite; the Cottonwood Arts Festival that happens two times a year. We usually browse, but this past weekend I picked up this little fiberglass sculpture that spoke to me. It was fitting as both a business coach in the travel industry and as a self-professed Star Wars nerd. That sculpture perfectly captures the duality of business ownership. It’s Darth Vader — dressed not in galactic armor, but in a sleek black suit jacket, grey slacks, red shirt and bright red shoes, standing confidently atop a stack of hundred-dollar bills.
It’s part humor, part truth, and every bit a reminder that inside every entrepreneur, there’s a constant push and pull between the Dark Side and the Light Side (or Jedi side) of "The Force." Owning a business — especially in the travel industry — means constantly navigating that tension. The Dark Side can be ruthless, strategic and profit-driven; the Jedi side is empathetic, visionary and purpose-driven. The truth? You need both.
Here are five reflections on mastering that inner balance — learning when to be a Luke Skywalker and when to channel your inner Darth Vader.
The Force of Focus: Ruthlessness With Yourself
The first battle isn’t with the market — it’s with your own distractions.
In travel, opportunities are endless — new destinations, new partnerships, new offers. The Jedi within wants to explore them all, while the Dark Side demands discipline. Sometimes, you have to be ruthless with yourself: cut what doesn’t serve your vision, say “no” to projects that drain your time, and prioritize profit without apology. That’s not greed — that’s sustainability. The Vader mindset here is about protecting your energy so your business can thrive.
The Light of Connection: People Before Profit
Even as you set boundaries, the heart of your business beats with relationships.
Travel isn’t just about logistics — it’s about people and stories. This is where the Jedi side must lead. Integrity, empathy and authentic service can’t be sacrificed for short-term gains. Clients feel when you’re driven by care versus commission. Luke Skywalker reminds us that connection, not conquest, is the real power source. Build trust, and the profits will follow.
The Battle Within: Profit vs. Purpose
The hardest part of entrepreneurship is internal. Every decision tests your alignment: do you chase revenue or honor your purpose? The truth is, they’re not opposites — they’re companions. Purpose without profit is unsustainable; profit without purpose is empty. Think of this as your daily meditation — balancing the saber between heart and hustle. Every time you make a choice that honors both, you’re mastering your inner Force.
The Discipline of Execution: Channeling the Dark Side Wisely
The Dark Side has one undeniable advantage — it gets things done. Darth Vader doesn’t procrastinate. He acts with clarity and command. In business, that’s the energy you need when facing tough calls: enforcing policies, managing staff performance, negotiating deals or raising prices. Execution requires strength. When you feel hesitation creeping in, remember — stepping into the Dark Side momentarily isn’t corruption; it’s courage, as long as it’s guided by integrity.
The Jedi’s Return: Leading With Vision
After every campaign, every quarter, every chaotic season, return to your “why.” In travel, it’s easy to lose sight of the wonder that inspired you to start. Reconnecting with that original vision keeps your decisions aligned with purpose. That’s your Jedi moment — the calm after the storm, the reminder that the empire you’re building isn’t just for profit, but for meaning. Leadership, at its highest level, is spiritually personal work disguised as strategy.
In the End: The Balance Is the Business
That sculpture of “Business Vader” on the cash stack isn’t just a quirky decoration — it’s a symbol of truth. Every entrepreneur lives in that duality. To succeed, you must embrace both your inner Darth Vader and your inner Luke Skywalker. For me, it is a constant reminder of how of my mission to help people create something in their life that provides the means for a great life for themselves and those around them while also having purpose.
Consider this: Be disciplined enough to win, be compassionate enough to deserve it. In the end, it’s not about choosing a side, it’s about mastering the balance — because the balance is The Force.
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