From Lights to Life Lessons: Untold Stories from Chapter 1
By Chuck Cuda
Before Ego Strength became a book, it was just my life. Chapter 1 highlights some of the bigger moments—addiction, resilience, loyalty—but there’s more to the story. Some of the details that shaped who I am today didn’t make the final cut, but they helped build the foundation. Here’s one of them.
Hustle Mentality: How Hanging Christmas Lights Changed My Life
My first real hustle was a seasonal Christmas lights business. It started when my longtime friend Trenton Baier and I threw a few light designs up on the side of his house—just messing around with a Chiefs helmet and some outlines. We were in high school, broke, and betting on sports. When we realized people were paying $300 a house for light installs, we jumped at the opportunity.
We weren’t trying to build an empire (at the time!)—we were just trying to make fast cash. But I quickly figured out I was good at it. I had a creative eye, could see the angles, and knew how to make a house look great. I was fast, efficient, and willing to do the hard work. That simple hustle showed me I could take an idea and turn it into income.
That same mindset showed up again after an ice storm hit our area. Trees were down everywhere. I was sitting in my parents’ living room when someone knocked on the door to offer cleanup services. The tree wasn’t even ours—it was the neighbor’s—but when I asked how much he was charging, a lightbulb went off. I turned to my buddy Joe and said, “Let’s go get a chainsaw.” We headed to the hardware store, bought a saw, and spent the weekend grinding through fallen limbs. We made a few thousand bucks in just a couple days.
Whether it was lights or limbs, I was wired to look for solutions and put in the work. I wasn’t afraid of the grind. I chased the quickest path to a payday especially if it meant solving a problem and getting the job done.
The Christmas Lights That Led to Annamarie
One day, I stopped for gas at QuikTrip with the trailer hitched and ladders in the back. Inside, I saw two girls at the counter counting out change. I recognized one, Elaina, from my dad’s restaurant. The other was her friend, Annamarie. They were counting change and I was in a hurry, so I paid for their snacks. Didn’t think much of it.
Annamarie went home and told her mom, “That guy who hangs our Christmas lights just paid for our stuff at QuikTrip! He must think we’re cute.” A year later, I was hanging lights at her parents’ house when she walked outside. I asked my friend Nick who was helping me, “Who’s that?” He told me it was his cousin, Annamarie. I had no idea.
Not long after, her mom called and asked if I decorated interiors. I didn’t—but I said for her I would. She asked if I could help put up their Christmas tree. That night, Annamarie was there. We talked. It clicked. We started dating shortly after. We went through the usual young couple ups and downs, and eventually got it right. We’ve now been married 15 years with 4 beautiful children. Ego Strength actually launched on our anniversary this year!
Why NextStep KC Matters to Me
Not long after our Christmas lights business, Trenton had a diving accident. It was a freak accident and he ended up paralyzed from the neck down. He was life-flighted to Springfield and later sent to Craig Hospital in Colorado for spinal cord rehab.
Trenton’s been one of my closest friends since kindergarten. That moment changed his life, and it left a mark on me too.
Because of that, Opes Charitable Foundation proudly supports NextStep Kansas City, a nonprofit providing activity-based therapy for people with spinal cord injuries. They help improve mobility, strength, and independence and that’s something I’ll always stand behind. I am excited to share that this year we helped fund a ARC-EX Spinal Cord Simulation System for their facility. This device is the first and only device of its kind available in Kansas City. This groundbreaking technology uses targeted electrical stimulation to help individuals regain motor function, sensation and quality of life.
The Foundation Beneath It All
Whether it was hanging lights, picking up a chainsaw, or chasing down the next job, those early hustles started out as a way to make money but taught me so much more. It taught me how to build a business, pivot, and bet on myself.
These stories might not have been fully told in Chapter 1, but they’re part of the framework. They helped shape who I am, how I think, how I lead, and how I live.
Next week, we’ll dig into the full Chapter 1: Adversity Equals Opportunity. You’ll hear about the parts of Chapter 1 that stand out to me most and why.
If you haven’t picked up your copy of Ego Strength, it’s available now on Amazon HERE.