At Coop, we believe in crafting more than just a beverage. Each of our four SKUs is paired with a personal story from my own journey navigating learning differences. These anecdotal stories—along with the unique “Coopisms” on every can—are central to who we are as a brand. They are what make Coop the brand it is today.
Today, I want to share the story behind one of our most beloved drinks: Dare To Not Compare, a sparkling strawberry jalapeno rooibos beverage with a message that hits home for me—and, I suspect, for many of us.
The Coopism on the Can
“As I watched my twin sister accomplish a new kiteboarding trick, I would compare my abilities to hers, which made me question my worth. However, I’d tell myself ‘DARE TO NOT COMPARE’ and went on my own kiteboarding journey. I finally learned to ride a few years ago. Fortitude!”
The Story Behind the Sip
This quote isn’t just marketing copy. It’s a snapshot from a formative moment in my life navigating learning differences.
Growing up, kiteboarding was a sport my family absolutely loved—and excelled at. While my siblings quickly picked up new tricks and maneuvers, I struggled just to get up on the board. I spent what felt like endless hours being dragged through the saline water of the Nantucket Harbor, trying to balance, steer, and fly the trainer kite. It was immensely frustrating. And, like many of us do, I began to compare myself to those around me—especially my siblings.
But those feelings of comparison started even earlier on the blacktop during recess in elementary school.
I still vividly remember standing in gym class as a kid, watching my classmates quickly and effortlessly tie their shoelaces. Meanwhile, I was stuck wearing my velcro sneakers, because I hadn’t yet figured out how to tie my own shoes. (That didn’t happen until 8th grade). I felt embarrassed. I felt behind. It was a small moment, but it hit hard. At that age, something as simple as shoelaces could feel like a sign that you didn’t measure up.
And that feeling lingered.
The more I compared, the worse I felt. As Theodore Roosevelt rightly pointed out: “Comparison is the thief of joy”. That internal comparison didn’t just affect my kiteboarding progress—it seeped into how I saw myself. There were some rather dark moments towards the end of middle school. It even sparked fights with my little brother when we were younger. Over time though, I started to shift my perspective.
I began focusing on my own strengths. I found areas where I could thrive, ways to grow at my own pace. Learning how to kiteboard—on my own terms—became a metaphor for learning how to move through life without constantly stacking myself up against others. This event was the topic for my college essay.
Even now, as a founder, I sometimes catch myself looking at what other brands are doing—how fast they’re growing, how well they’re selling—and I feel that old pang of comparison. But then I remind myself of this Coopism: Dare To Not Compare. I remember that I’m on my own path, and that’s more than okay—it’s necessary.
The Bigger Message
Comparison is a deeply human instinct—especially among siblings, classmates, peers, and in competitive spaces. But when that comparison becomes constant, it’s a direct hit to our happiness and self-worth.
If there’s one message I hope you take away when you grab a can of Dare To Not Compare, it’s this: You’re doing just fine. Focus on your path. Celebrate your wins. Acknowledge your pace.
Because I’ve been there. From gym class velcro shoes to kiteboarding wipeouts, I’ve wrestled with comparison and the weight it brings—especially as someone with learning differences navigating systems not built for my brain. But over time, I’ve learned to channel that energy into something better: progress, not perfection. And staying in my lane—even if it curves a little.
So next time you sip DTNC, remember: your story doesn’t have to look like anyone else’s. Dare to not compare.
Fortitude!
