There’s nothing I like more than a boring business

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I am more than happy to build boring businesses. The kinds of businesses that aren’t out here to change the world, that don’t exist to reshape humanity’s basic building blocks. The kind of businesses that exist to make money and make products and offer valuable services – without a big, universe-denting mission statement behind them.

When I look at how my own career has gone, I can see the shift from when I used to think my life would only be meaningful if I had an audacious vision, to where I’m at now. Now, I’m not so interested in putting my mark on history. I’d much rather do the work that I love for customers and clients and folks that I respect.

The thing is, we can’t all be building SpaceX. When the team at SpaceX needs their coffee, someone’s gotta be running the business that roasts the beans to perfection. These businesses still matter. Small businesses still matter.

At the end of the day, the right business to run is the one you care about.

So what if some tech entrepreneur looks down on your small business? They don’t get to make the final judgment call on what businesses have value and what businesses don’t. It’s an arrogant assumption that I’ve argued with many a startup bro about. It’s an arrogant assumption that assumes there’s a right and a wrong paradigm of entrepreneurship. People have often questioned why I chose to build Creatomic as a publishing and coaching company instead of trying to create a platform. It’s because I genuinely love doing what I do. I love helping people, and I love doing business and marketing coaching. So what’s wrong with that?

If you’re running what people might call a boring business, one that won’t scale to a billion dollars or make you into Steve Jobs 2.0 – who cares? As long as you’re happy, as long as you’re doing something that you want to be doing, you’re on the right track. One of the happiest entrepreneurs I’ve ever met was a guy who founded an online accounting firm. He employs freelance accountants, and he gets to work the hours he wants and he wouldn’t be doing anything else.

That’s something we can all aspire to.

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