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I'm business, exciting is an awful thing to be addicted to.

Save your "excitement" for adventures in life outside of your business.

Save your "excitement" for the energy you put into other people you care about, and celebrating their successes.

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Honestly - the hardest periods of both businesses have been the longest stretches of excitement.

Every build of we've done nearly killed us.'s most "exciting" times were our most painful and risky transitions.

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I've been working on two businesses in tandem for 13 and 16 years respectively.

Sometimes they are exciting.

Most of the time they are boring.

That is HOW I've worked on them for so long. If they were exciting all the time, I would be exhausted!

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Am I saying you shouldn't be excited about your work? OF COURSE NOT.

But the idea that it ALWAYS needs to be exciting for you to show up and do both entitled and delusional.

That's not a judgement. It doesn't make you a bad person.

It's just not reality!

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The idea that you need to be "excited" by something to work on it is a broken, bad idea.

It's one of the MOST common failure modes of many talented indie hackers and creators I see.

The antidote is simple: professionalism. More here:

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Get excited about the people you help!

Get excited about THEIR successes!

Get excited about learning something new with the energy you save by not constantly reinventing!

Get excited about learning to do things that achieve your goals, even when you're not excited about them!

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Great question here.

My answer: why does it need to be exciting for you to do it?

Boring things that reliably work are awesome for business. Literally the holy grail.

Find your excitement in new ways!

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Write a great newsletter? Put it on your blog, too.

What happens if someone sees it twice?

HINT: Literally nothing bad!

And if it's good, you've either reminded them of writing they liked the first time AND made it easier form them to share it.

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When it comes to creating things for people, and sharing those things, you NEED to remember one thing:

You are the only person who experiences the creation/sharing every time.

For most people, it's their first time.

For everyone else, it's reinforcement.

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I've built my entire career on a handful of things that I know work when I do them, and I do them over and over and over.

Repetition creates opportunities for:
- practice and improvement
- repeat and new impressions
- reinforcement of good ideas
- practice and improvement

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So many of our students are fearful of repeation. I think it has a lot to do with the fetishization of "efficiency" in tech.

In reality, most success is just finding a thing that works and doing/saying it over and over with the same enthusiasm as the first time.

Most reliable way to get what you want is to help others get what they want.

Major 🔑 for community building: Understand how people see themselves, understand how they WANT to see themselves, and understand how they are currently being seen.

This week has been 🔥🔥🔥 and I am extremely 😴😴😴

The new Sales Safari stuff that and I are working in is going to be SO GOOD.

Total next level. Can’t wait to share it.

My sparkfile bumped this post from 2007 that I wrote about how working from home was negatively impacting my nights and weekends.

I wrote this was BEFORE we opened our first location. My pitch hasn’t changed much, it just resonates with more people.

Nothing is better than people who follow the advice they ask for


How it started How it’s going

Lots of people say they want to be the best, but instead work on being the biggest.

While not always mutually exclusive, they are extremely diff goals and inform different choices.

Choose wisely.

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