Don’t Build a Business for a World That Doesn’t Exist

There’s a reason how-to articles are so popular.

We want someone to tell us what to do. We want answers, and we wanted them yesterday. When you’re building something new, the discomfort of the unknown will have you reaching for all kinds of prescriptive advice.

The problem is that we can only know what worked in retrospect. And that’s what worked for a specific business and specific people at a specific point in time. Anyone who’s “figured it out” did so for a reality that isn’t yours.

When you follow someone else’s roadmap, you’re building for a world that doesn’t exist using tools that don’t quite fit you. Things are different because you’re different.

Remember: this is art.

The stuff worth building requires you to find your own answers.