Beyond the Algorithm: The blueprint for longevity in Aspen

Whether you’re a local or a visitor, you know what it feels like to arrive in Aspen. There’s a low hum, a unique and slightly edgy buzz that feels like big things are about to happen. But here’s the truth: this valley doesn’t necessarily reward hype. It rewards grit, authenticity, and consistency. Anything less, and you’ll get chewed up. 

I’ve been fortunate to interview some icons of Aspen past and present — the people and businesses that shape this community. I started my career at The Aspen Times decades ago, knowing these names, and now, having the pleasure of digging deep into these stories, I walk away inspired every single time. 

This week, one particular conversation has stuck with me. It reminded me of what it’s like to be that “young gun” filled with passion and lacking direction, and the crucial importance of sharing our light and knowledge. 

I interviewed Julian Short, the founder of Johannesburg’s world-renowned speakeasy Sin+Tax, for our new South African publication, The Good Business Journal. Hearing his story about commitment and culture was like looking into a mirror. It powerfully brought home the very same dynamics that build lasting businesses right here in the Roaring Fork Valley. 

The universal truth I took away? Success isn’t about chasing a master plan or perfect formula. It’s about mastering the human elements of belief, immersion, and building a resilient team. 

So, here’s my take on a playbook that so many in this valley, and beyond, have followed on their way to building something meaningful. 

The first bet: Belief as your ultimate capital 

Julian’s career accelerated when a mentor saw his potential. That external validation was the essential confidence catalyst. It gave him the leverage he needed to stop hoping things would work out and start committing fully to the outcome. 

Consider this a direct appeal to every established founder reading this: Your belief in someone is the most valuable intangible investment that you can make. At some point, we all needed someone to see past our inexperience and flaws and recognize our potential. That validation stimulates growth. Showing up for someone else’s journey creates the loyalty and goodwill that keeps our economic ecosystem strong, especially as the seasons turn. We must encourage and mentor the next wave of local talent. 

And for the next generation? Be in the mix! Show up and work hard. Invest in yourself: learn, grow, become. Yes, moving outside your comfort zone inevitably means you may make mistakes. But you’re earning the right to make those mistakes and learn from them through your hard work. It’s something I tell my team at WDR Aspen anytime it feels hard: take a breath and get back up. We all get knocked down, but how we pivot and regain our footing is what makes us the heroes in our own journey. 

Total immersion: The only way to master your business 

Once you’ve made the right mistakes (the ones that help you learn and grow!), it’s time to immerse yourself fully in your business. True mastery demands immersion, not just effort. 

We can all “clock in.” We can all check off the to-dos. But are you committed to the outcome? 

Being committed to the outcome sometimes looks like grinding it out until the morning sun starts lighting up the peaks of Maroon Bells. It’s about intensity — being fully present with whatever needs doing. Clock in, but don’t mentally “clock out.” Stay involved. 

Another lesson here? Commitment must include earning and responding to your feedback. In Aspen, where aesthetic and experience define value, this is non-negotiable. You must be willing to be humbled by the market so you can adjust your approach before the quiet season hits and revenue drops. That level of dedication is your defense against seasonality. 

Scaling through culture: your unforgettable asset 

The final breakthrough comes when you understand that growth requires shifting from technician to architect to build something that can outlast you. 

This philosophy allows you to prioritize attitude over aptitude in hiring, investing in drive over pedigree. When you build a team focused on shared values, the very essence of the Roaring Fork Valley’s community, you create a resilient brand that outlasts any single person’s stamina. That culture becomes your highest barrier to entry for any potential competitor. This is what allows an entrepreneur to build an experience so perfectly executed that it can’t be easily copied by a competitor looking for a shortcut to local success. 

Believe, work, build 

Lasting success is built on three interwoven principles. Find someone to believe in you (and if you haven’t yet, then believe in yourself), commit totally to the immersion required for mastery, and then build a team so passionate that they carry the vision forward. 

That’s the blueprint that lasts longer than the first snow. What did I miss? 

See you on the slopes.

Bryan Welker lives and breathes business and marketing in the Roaring Fork Valley and beyond. He is President, Co-founder, and CRO of WDR Aspen, a boutique marketing agency that develops tailored marketing solutions. Learn more at wdraspen.com.