Attention Surplus Disorder—Why Some Entrepreneurs Sprint While Others Marathon

Jun 11

JUNE 11, 2025 | 00:40 | Episode 74

Jose Berlanga, CEO of TriCon Homes

Jose Miguel Berlanga is the co-founder of Tricon Homes, an industry leader with yearly revenues of $100 million. As CEO, he has structured deals, invested, and negotiated land acquisitions and sales transactions in excess of a billion dollars, while managing the day-to-day operations and building close to 2,000 homes to date.

A graduate from the university of St. Thomas with multiple degrees in Business Administration, Economics, and Philosophy, Jose’s discipline and methodic approach allows him to create customized strategies to maximize the potential of each project.

ABOUT THIS EPISODE

Summary

Jose Berlanga's remarkable journey from a childhood marred by trauma to becoming a successful entrepreneur serves as the focal point of this enlightening discussion. As he recounts the harrowing experience of surviving a devastating bus explosion at the tender age of four, we explore how he transformed adversity into a catalyst for personal and professional growth. Over the course of his career, Jose has established multiple businesses across diverse sectors, including construction and hospitality, demonstrating an unwavering resilience and a unique perspective on failure. Our dialogue delves into the critical distinctions between temporary setbacks and total failure, emphasizing the significance of embracing challenges as integral components of the entrepreneurial experience. Jose's insights into the art of execution, the importance of strategic partnerships, and the necessity of managing fear provide invaluable lessons for aspiring entrepreneurs and seasoned business leaders alike.

Story

In this engaging dialogue, Jose Berlanga shares his extraordinary life story with host Jothy Rosenberg, chronicling his evolution from a child marked by tragedy to a successful entrepreneur with a myriad of ventures. The episode explores the psychological underpinnings of resilience, particularly how early life experiences can shape one's approach to challenges and opportunities. Jose's reflection on his childhood, spent largely in hospitals undergoing painful treatments, offers a profound perspective on how adversity can forge an unyielding spirit. He discusses his entrepreneurial philosophy, underscoring the importance of execution over mere ideas and the necessity of partnering with experts in one's respective field. Jose's narrative is not merely one of triumph but is interwoven with candid acknowledgments of his failures and the lessons derived from them. He advocates for a mindset that embraces setbacks as integral components of the entrepreneurial journey, suggesting that true failure only occurs when one ceases to engage with their aspirations. This perspective resonates deeply, particularly in an era where quick success is often glorified, reminding listeners of the value of persistence and learning in the path to success.

Takeaways

Trauma Can Become Identity and Strength. Jose's childhood bus explosion and decade of hospital recovery became his identity rather than his limitation. When tragedy strikes early, it can shape resilience rather than create victimhood.
Focus Before You Diversify. Jose's biggest mistake was spreading himself across dozens of businesses simultaneously. Build one successful company first, then gradually expand your portfolio once you have the wealth and systems to support multiple ventures.
Attention Surplus vs. Attention Deficit. Many entrepreneurs aren't ADD—they have "Attention Surplus Disorder." They can hyperfocus intensely on things that capture their interest but struggle with tasks that don't engage them. Channel this superpower strategically.
The Rush to Live Can Backfire. Jose's urgency to "get business out of the way" so he could live his real life kept him from building deeper, more sustainable success. Balance building with living rather than viewing them as sequential phases.
Temporary vs. Total Failure. There are only two types of failure: temporary (setbacks while still in the game) and total (quitting entirely). As long as you keep moving forward, you're not failing—you're learning and progressing.
Execution Trumps Ideas Every Time. Brilliant ideas with poor execution go nowhere. Mediocre ideas with exceptional execution can build empires. Stop obsessing over the perfect concept and start obsessing over making things happen.
Partner with True Expertise. Never enter a business you don't understand unless you have a trusted expert as a core partner. Outsourcing critical expertise (especially in tech) rarely works—bring the expertise in-house.
Fear Is Normal, Management Is Key. Even after 40 years of building businesses, Jose still feels anxiety and fear. The difference isn't avoiding these feelings—it's learning to tolerate and manage them while continuing to move forward.