I used to think I was the only person in the world who had an ongoing existential crisis about my business. Perhaps ‘crisis’ is a little strong; more of a nagging feeling that something wasn’t right.
I’ve since realised that every business owner doing meaningful work feels the existential crisis, at least from time to time. It’s just that nobody really talks about it. When people ask about work, we say things are ‘great’.
Even when things look great on the balance sheet, they don’t always feel great on the inside. The opportunity cost is too high. If the work isn’t meaningful, you never get the time back.
I noticed last week that a couple of my clients also have a similar snail-trail carnage of domain names. My own started with rjdrummond.com. Then rear-end-ppc.com. Then magneticexpertise.com. And now magneticexpertise.com.
The thing is, every time I go through the crisis and iterate my business, I end up in a very similar place to where I was before. I keep coming back to the idea that words matter, trust matters, while tech can be systematised or automated.
So this is mostly a Monday morning nod to the existential crisis. When it happens, it’s just a message that your business needs to change. Which is perhaps all the more reason to write about it.