Hi, I'm Trevor.

I've spent my career building companies. I co-founded Generation Esports, where I led fundraising for the $10.8M Series A and the $19M Series B before PlayVS acquired it in 2025. I also co-founded Bullibone, which grew to more than 20,000 stores.

Along the way I noticed something: the words we use for ourselves and each other (founder, failure, athlete, outsider) were shaping my reactions far more than the facts were. Labels and Levels is where I'm working that out in public.

What this is

The home of my book in progress, The Label Enabler (working title), plus weekly essays and a community of people choosing their labels on purpose.

What this isn't

It's not a case against labels. They're how humans communicate. It's about noticing them, so they stop running you from the background.