By: Chelsea Robinson
No one is ever really “ready” to launch something new. Jay Williams certainly wasn’t. But sometimes the best way to figure it out is to just start and learn along the way. That’s exactly what he did with Free Bird.
When he started Free Bird Southern Spring Water, Williams didn’t have a five-year plan. He didn’t have industry contacts. He didn’t even know what a distributor actually did.
What he did have was an idea he couldn’t stop thinking about, and a stubborn voice in his head saying, “Just start.”
So he did.
Williams is the founder of Free Bird, and this is what he’s learned from launching a brand long before he felt “ready.”
In business, people talk a lot about timing. “The right time to launch.” “The right time to raise.” “The right time to expand.”
Here’s what Williams has learned: that “right time” usually doesn’t exist. And if it does, it’s only recognized in hindsight, long after the leap has already been taken.
Williams wasn’t “ready” when he left a successful real estate career to enter an industry he knew nothing about. But he started anyway.
Because if he had waited for everything to line up perfectly, Free Bird wouldn’t exist. And he’d still be sketching out ideas on napkins and wondering “what if.”
When Free Bird was just an idea, Williams didn’t rush to raise money or hire a big team. He started by scribbling down what he wanted the brand to feel like.
Not just how it would look on a shelf, but how it would fit into someone’s life. He sent those messy thoughts to his designer, and together, they began shaping something real.
No pitch deck. No market analysis. Just momentum.
That’s the thing about starting before being “ready.” It forces a founder to stay nimble. To listen. To learn in real time. And yes, sometimes to Google things that should probably be common knowledge. (No shame, he did that more than once.)
Planning feels productive. It gives the illusion of control. Someone can sit with an idea for months or even years, convincing themselves they’re “refining it.” But in reality, planning often becomes a way to avoid the risk of actually starting.
Williams has been there. He knows how easy it is to get stuck in the loop of “almost.” But at some point, the thing needs to get off the ground, even if it’s not perfect. Especially if it’s not perfect.
That’s how someone learns. That’s how the right people start to show up. That’s how momentum builds.
And the truth is, even the best plans get thrown out once the real game begins.
If there’s something that won’t stop tugging at the back of someone’s mind, start.
Start small. Start quiet. Start messy. But start.
Full clarity isn’t required. What’s needed is motion. Because clarity comes from action, not the other way around.
Build the thing. Talk to real people. Put something out into the world.
Let the process teach what the plan never could.
Worst case? It doesn’t work, and there’s valuable experience gained.
Best case? It becomes something that changes a life, and maybe even a few others.
About Free Bird
Free Bird is a premium non-alcoholic beverage brand redefining how we socialize and celebrate—without the hangover. Crafted for the bold and mindful, Free Bird offers an elevated drinking experience that blends clean ingredients, bold flavor, and functional benefits. Whether you’re sober, sober-curious, or simply seeking balance, Free Bird is your go-to alternative for feeling good in the moment and the morning after.
For more information, visit drinkfreebird.com or follow along on Instagram at @drinkfreebird.
Media Contact:
Larissa Hrabec
