This conversation with Franz Deadways was no exception. His experience running clothing brands Product of Uranus and Deadways is invaluable to small business owners in Cebu. The work ethic and passion needed to thrive is something any small business owner should remember, but is usually forgotten at the first sign of adversity. There’s a reason why most people lose interest in their startup after a few months. It takes years of hardwork, and true enjoyment of what you are doing to have longevity, especially in the risky business of running a lifestyle brand.