I have worked on internet businesses for over a decade and have nothing to show for it.
Every month I get deposits from Google, Amazon, Stripe, and now Apple. Combined, they still aren’t enough to cover my American Express bill.
For years I thought the hard part was finding the right idea. One that was great, and that fit me. So I kept looking.
While I was looking for the perfect business idea, lots of people have executed their way to success using ideas that I wouldn’t have considered good enough.
But there was a bigger mistake buried inside that one.
I spent most of my time generating more potential instead of making progress.
Starting something new is electric. Nothing has failed yet. No disappointing numbers, no rejection, no boring repetitive work. Reality hasn’t touched the idea.
And increasing potential can feel like you are making progress.
Research increases potential. So does planning. A better name, a better website, another feature. All of it makes the possible outcome feel bigger without making the actual outcome any more real.
Do that, then abandon the idea for a new one full of fresh potential, and the cycle repeats. Years fly by.
Progress is different. It moves the things that actually matter, and it compounds. More people are reached. Revenue grows. The original value of the idea actually gets delivered.
Progress forces the idea into contact with reality. That’s why it reduces uncertainty. It’s also why it can be uncomfortable.
Progress takes commitment. Improving the same product. Fixing what already exists. Doing the important thing again after the new feeling is gone.
I’ve decided I am going to commit and get better at progress.
So I killed a lot of projects I’ve been keeping alive.
I didn’t get down to one, but I got down to a few that complement each other. I am forcing myself to keep coming back to the simplest reason each one exists. I will stop myself from starting anything new.
Less work increasing potential and making the idea feel bigger.
More work that makes a dent in reality.