Howard Appel’s Advice to Aspiring Entrepreneurs

In a world where speed often dominates the narrative—fast growth, rapid funding rounds, overnight success—Howard Appel offers a different perspective: real success comes from staying power, not shortcuts.

With over 30 years in the financial world and more than 50 companies taken public, Howard Appel has seen trends come and go. But what remains constant, he says, are the core traits that sustain long-term success: clarity, consistency, and character.

Start with a Strong Why

Before you even begin building your product or service, take a step back and ask yourself a deeper question: Why am I doing this?

That might sound basic, but it’s where many people go wrong. If your motivation is to be “your own boss” or to “make a lot of money,” I promise you—it won’t be enough. The entrepreneurial road is hard, unstable, and often lonely. There will be times when the money doesn’t come, and when being your own boss means eating pressure for breakfast, lunch, and dinner.

Howard Appel believes that your “why” needs to be rooted in value. Who are you serving? What problem are you solving? And why does that matter to you?

When your business is grounded in purpose, it becomes more than a transaction—it becomes a mission. And missions outlast market dips, criticism, and temporary failure.

Start Small, Think Big, and Move Fast

You don’t need millions of dollars in funding or a 50-page business plan to start. What you need is a simple, viable product that solves a real problem for a real person. Start there.

Too many entrepreneurs spend months, even years, building in secret—polishing, perfecting, tweaking. But the truth is, your product will improve far more once it’s in the hands of users who can give you feedback. Start small, test your idea, learn from it, and then build upon what works.

Think big, of course. You should have a long-term vision. You should see where this business could be in five or ten years. But don’t let that vision paralyze your first step. Get something out into the world—today. Speed creates clarity.

Discipline Will Take You Further Than Passion

You’ve probably heard people say, “Follow your passion.” While Howard Appel understands the sentiment, he believes that’s only half of the equation. Passion might light the fire, but discipline keeps it burning.

Being an entrepreneur means doing the work when no one is watching. It means waking up early, following up, learning new skills on the fly, and staying committed long after the excitement wears off. You’ll need to be your own manager, motivator, and strategist—especially in the beginning.

Build systems. Create daily habits that support your long-term vision. Track progress, even in small steps. Set goals that are measurable and check in with yourself often. Passion might get you started, but discipline keeps you going.

Don’t Be Afraid to Fail—But Don’t Romanticize It Either

We live in a world where “fail fast” has become a mantra. Howard Appel agrees with learning through action—but he doesn’t glamorize failure. He sees it as something to respect, not celebrate. Failure costs time, energy, and often money.

Instead of fearing failure, prepare for it. Build in time to assess, reflect, and adapt. Ask: What did the market tell me? What can I do differently? Success is not about avoiding failure—it’s about how quickly you evolve afterward.

Final Word

At the heart of Howard Appel’s message is this: build slowly if you must—but build well. Don’t chase quick wins. Build systems. Create relationships. Communicate clearly. And most of all, stay true to the reason you started.

Success isn’t a single moment. It’s what you do, day after day, when no one’s clapping. — Howard Appel

Explore more of Howard’s principles on his blog.