The Journey of Don Kuhl
This is article is compiled from the work of Connor Arnold, Cooper Feuling, Austin Currier, Jack Pedersen and Kennedy Nolan.
Success rarely comes without failure, and few stories capture this truth more powerfully than Don Kuhl’s. Over a career spanning decades, Don launched 17 businesses, of which only four succeeded — yet those few successes changed countless lives.
One of Don’s earliest ventures was Colorado Athlete, a magazine dedicated to telling the human stories behind athletes. Despite his passion for sports and storytelling, the publication failed. “I thought I had it all figured out,” Don reflected. “I spent every dime I had and brought in investors. But it tanked — spectacularly.”
“I’ve had my share of failures, but I wouldn’t trade them for anything. They’ve shaped who I am and allowed me to create work that’s made a real difference. That’s what it’s all about — finding meaning in the journey. “
Yet, failure did not define Don. Instead, he studied his mistakes and channeled those lessons into a new venture: Wisconsin Athlete. Armed with experience and fresh insights, Don refined his vision and launched a magazine that flourished. A major corporation eventually acquired it, marking his first major financial win. “Wisconsin Athlete wouldn’t have succeeded without the failure of Colorado Athlete,” Don admitted. “I learned so much — about the market, about myself, and the importance of staying emotionally connected to my work.”
But before jumping back into the magazine world, Don took a step back and explored other industries. He had some wins in both higher education administration and the motel industry, which gave him the confidence and financial security to explore his entrepreneurial ventures again. Those experiences served as stepping stones, reinforcing the idea that sometimes entrepreneurs need to pivot, learn, and return stronger.
Another key lesson Don emphasizes is the importance of continuous learning. While building his career, he earned his Master’s degree from Iowa State University — all while working a full-time job. “An entrepreneur needs to be continuously learning along the way,” Don explained. “A college or technical school degree isn’t necessary, but it can help open doors.” Education, whether through formal degrees or hands-on experience, provides entrepreneurs with the tools to think critically, adapt, and improve.
Emotional connection became a guiding force for Don’s future endeavors. He realized that businesses driven by passion and authenticity—those where his heart was truly invested—were the ones that succeeded. “Things worked for me when I cared deeply about them. Ventures that failed were the ones I pursued because they seemed exciting or lucrative but my heart wasn’t in them.”
This philosophy ultimately led Don to create The Change Companies in 1989. Inspired by his own battles with addiction and a lifelong love of journaling, Don developed interactive journals to help individuals take ownership of their personal growth. These journals became a cornerstone in addiction recovery and justice services across the United States. Over three decades, they reached over 30 million people worldwide. “Behavior change doesn’t come from doctors, therapists, or teachers—it comes from the individual. Our journals were designed to put that power back in people’s hands.”
“Entrepreneurship is about relationships and
risk-taking. You build connections, listen with
curiosity, and take calculated risks. You won’t
always win, but you’ll always learn.”
Today, The Change Companies transforms lives by empowering individuals to see themselves as agents of change—a mission that originated from Don’s own journey of personal transformation.
Even with his success, Don never stopped taking risks or building relationships. “Entrepreneurship is about relationships and risk-taking. You build connections, listen with curiosity, and take calculated risks. You won’t always win, but you’ll always learn.”
Don wants future entrepreneurs to understand that entrepreneurship is not a shortcut to fame and fortune. Many people believe that starting a business is a fast track to success, but Don knows better. “The winners typically outwork and out-imagine those who go a more traditional path,” he said. Success isn’t about luck—it’s about never giving up, learning from your mistakes, and putting in the effort day after day. Embrace failure, stay curious, and always follow your heart. You may stumble along the way, but those lessons will guide you to something truly extraordinary.
At 79, Don reflects on his career with pride. “I’ve had my share of failures, but I wouldn’t trade them for anything. They’ve shaped who I am and allowed me to create work that’s made a real difference. That’s what it’s all about—finding meaning in the journey.”
