Steven Picanza, Founder of Latin & Code, is an entrepreneur and brand strategist with a core purpose centered around connecting people, products and organizations with their core audience. With 10+ years experience, it’s his “glass half full” type attitude coupled with his sheer candor and entrepreneurial spirit that drives him to bring authenticity back into the industry, serve as a catalyst for progress and inspire the next generation to do the same. Follow him at @Picanza.

What is the first thing you did to turn your current business from an idea into a reality?

I think it was the reality of my situation, which turned my dream into a now-or-never decision. I owned an advertising/creative agency for five or so years, and when we finally shut our doors in 2012 (for many reasons), I went back to work for someone else’s agency, driving further away from what I knew was right for me. The day corporate restructured turned out to be a blessing in disguise.

The funny thing is, the night before, my wife (then girlfriend) and I were discussing my exit strategy from that agency. I guess the universe decided to ask, “Why wait?”

What is the scariest part of being a young entrepreneur and how can others overcome this fear?

The fear associated with the unknown. It’s true that being an entrepreneur is like jumping off a cliff and building a bridge on the way down. Maybe it’s the adrenaline or the fact that every day is different, but the lifestyle aspect — as scary as it can be — is also truly inspiring. It keeps me going.

Were you ever told not to pursue your entrepreneurial dreams? Who told you that, what did they say and why did you ignore them?

No one told me not to follow my dreams, but they did encourage me to “come back to reality,” as if I didn’t understand the boundaries between fantasy and real life. But I know where that line is, and I prefer to straddle it and keep it exciting. The unknown aspect is a driving force behind who I am as an entrepreneur.

What is the No. 1 thing you wish you’d known starting out and how did you learn it?

My first business (well, my first serious one) was destined for greatness. But I didn’t understand the intricacies of how to keep the business afloat. Starting out, I really wish I had listened more than I spoke. I felt in order to overcompensate for a lack of experience and/or age, I needed to be as charismatic and suave as I possibly could. The problem was that it was all smoke and mirrors. On the outside, I was wearing suits and on the inside, I could barely keep the doors open.

What do you recommend all new founders do for their business — or their personal lives — that will help them the most?

It’s important for all founders and entrepreneurs to truly know themselves and to begin crafting and promoting their personal brand. Your offline brand matters just as much as your online one. How you present yourself, your mannerisms, your voice and your tone coupled with how aligned your beliefs are with your cause determines your position — or as I like to call it, your line in the sand.

How do you end each day and why?

I try and stick to a regimented morning and nightly routine, which includes meditating, reading, writing and a gym session. But inspiration strikes at any time, so the occasional late night is sometimes warranted.

There was a time when I hated my mornings and nights. I was always on my iPhone, always working, always tweeting, always crafting a new Instagram post. I knew it was all wrong. I wasn’t spending any time on my personal development. I was a slave to my technology and that scared me.

What is your best PR/marketing tip for business just starting up?

Your brand is your everything. It’s your heart and mind. Are you trying to build an empire? You can’t construct a skyscraper when the ground is sand. New entrepreneurs and business owners need to understand the power of branding online and offline. The words you say, the way you act and how you dress all combine to unlock a magic code, that is your brand. What does your code say about you?

What is your ultimate goal? What will you do if/when you get there?

My ultimate goal is freedom: freedom to create, freedom to travel, freedom to add value to everyone I come into contact with. I don’t see my ultimate goal as a destination but as a journey that will eventually lead me to where I’m supposed to be. I know it sounds vague and a bit off-center, but I look at entrepreneurship as a lifestyle and way to celebrate all the victories and successes along the way.