About

It started and almost ended on a treadmill.  Dr. G had demanded that I, “go home and stay alive until Monday”. Seriously! This was a Friday afternoon, 6:30 PM. My widow maker artery was 90% blocked.  On May 5th, 2020 I was shivering cold, laying on a sterile operating table. The stent to be inserted thru my wrist was a size large.  Hmm. Is that good or bad?  A nurse whispered, “Tony can you hear me? You are going to feel a little light-headed…”

Yes, I was feeling a little strange with weird thoughts, too. .  I wondered if I would make it until the 12th, my youngest daughter’s birthday. Would I be there to encourage my oldest daughter who’s battling breast cancer to live without fear? Yep, this is it. Wow! This is it… either I wake up in heaven or in a recovery room.

Well, I made it. Now what? I’m the luckiest guy in the world.   I figured it out.  Use the word “it” to mean anything. It is your family, your grit, humor, inspiration, lifestyle, attitude, passion, sports, work, spirit, and heritage.  Like they say, “it is what it is.” Deal with it.  Figure it out.  Did you play tag as a kid? Guess what? You are Ït, again.  Go4 Ït.  Nike said it best:  just do it.

Without being too weird, I took the umlaut from my Swiss ancestors, Kähr, and placed it over the letter “i” which formed Ït.  Hey, I was drugged up and locked down in a hospital room. (Covid.) Nineteen months later Ït was trademarked and registered with the USPTA. Time to Go4 Ït.  I bought the first hat from our website, www.iitbrand.com, for my wife, Hug Ït.   What’s your Ït… about?