The Practice of Quitting
I’ve tried to learn guitar six times.
Six times I bought into the idea. Six times I pictured myself actually being decent at it someday. Six times I quit before I ever got calluses on my fingers.
The first time, I had a real reason: Life was busy, the business was demanding everything I had, and something had to give. I told myself I’d come back to it. That felt reasonable, and it probably was.
The second time, I quit a little faster. The excuse was similar: Life, work, time. But here’s what I noticed in the back of my mind, even then. The excuse came easier. I’d already broken the trail through the woods, and this time I just followed the path.
By the sixth time, about a year ago, I lasted a few weeks. And when I quit, I barely even flinched. The excuse was ready before I even needed it. I’d used it so many times it had worn smooth, comfortable and familiar—like an old coat I keep reaching for, even though I know it doesn’t fit right anymore.
That’s when I finally realized that I wasn’t just quitting guitar, I was practicing quitting.
Every time I walked away from something hard, I made it slightly easier to walk away from the next hard thing. The habit wasn’t playing guitar; the habit was leaving when it stopped being fun and started being work.
I’ve built a company from nothing. I’ve made decisions that kept people employed through brutal stretches. I’ve bet on myself when the math didn’t add up. I know how to be tough when something matters.
But guitar? Apparently, guitar didn’t matter enough. And that’s worth sitting with for a minute.
Because the things we quit reveal something about us that the things we conquer never will. Every “quit” leaves a little residue. A small internal agreement that this is what you do when things get uncomfortable.
I’m not writing this from the other side. I haven’t picked the guitar back up yet. I’m not going to wrap this in a bow and tell you I’m now three months in and loving every minute of it.
What I will tell you is that I have a goal to start again and soon. And this time I want to quit the habit of quitting more than I want to quit the lessons.
Maybe this time it sticks. Maybe it doesn’t. But I’m at least honest enough now to know what’s actually at stake when I pick that thing up again.
It’s not about the guitar.
Joe Altieri is the Inventor and CEO of FlexScreen. His product – the world’s first and only flexible window screen - was featured on ABC’s hit show, Shark Tank, where he hooked a deal with the proclaimed “Queen of QVC,” Lori Greiner. joealtieri@flexscreen.com
BY JOE ALTIERI
A third-generation entrepreneur, Joe Altieri, is the inventor, founder, and former CEO of FlexScreen.
During his 20+ years in the window industry, Joe recognized the inherent problems with old-style aluminum window screens and personally dealt with constant customer frustration. Always an outside-the-box thinker, he knew there had to be a better way, so he set up shop in his garage and got to work. After years of trial and error, FlexScreen, the world's first and only flexible window screen, was born.
As the first "new" idea in an old industry, FlexScreen quickly gained international attention and earned multiple awards. Most notably, FlexScreen was catapulted to the forefront when Joe appeared on ABC's hit show, Shark Tank™, in January 2020. Three of the five Sharks battled for a piece of FlexScreen with Lori Greiner, the Queen of QVC, ultimately winning the deal. Since that first appearance, Joe has appeared on Shark Tank twice more in update segments highlighting the meteoric rise of FlexScreen in the window industry, with Lori Greiner stating, "I actually think that FlexScreen may wind up to be one of the best and most successful products in Shark Tank history."
In February 2025, FlexScreen was acquired by RiteScreen - the largest independent manufacturer of window screens in America. What started as an idea in Joe's garage has become a true American Dream success story.
Joe is a firm believer in giving back and is generous with his resources and time. He has been honored and recognized as one of Pittsburgh's Volunteers of the Year. He lives in Pittsburgh with his wife, Alisha. They have four children, seven grandchildren, and one very pampered Cane Corso.
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