Yo Yo Reader,

This might sound strange… but one of my biggest fears right now isn’t failure.

It’s success.

More specifically success in the wrong direction.

Let me explain.

if you missed last weeks: read it here​

The fear nobody talks about

I’ve got a few opportunities sitting in front of me right now.

On paper?
They look good.

They could add revenue.
They could grow faster than expected.
They could even outperform parts of what I’m currently doing.

And that’s exactly what makes me nervous.

Because here’s the question most people don’t ask:

When something works too well

Years ago, I tried markets.

First one? Decent.
Second one? Great.
After that? Patchy. Inconsistent. Time-heavy.

It wasn’t about whether it made money.
It was about whether it made sense long term.

Then came live selling.

Same thing.
It can add $1–2k a month. That’s not nothing.
But it requires time. Energy. Presence.

Right now? It requires me.

And here’s the tension:

If something starts outperforming your core business you either double down…
or you walk away from money.

That’s not an easy decision.

The hidden cost of “yes”

Every opportunity has two outcomes:

1. It fails — and you move on.
2. It works — and now you have to commit.

We spend so much time thinking about the downside of failure
that we forget to think about the upside of success.

Because success locks you in.

If it works, you have to:

• Keep showing up.
• Keep investing time.
• Build systems around it.
• Hire for it.
• Structure your business around it.

And if it depends on you…
you’ve just built a job, not a business.

The real question

When you’re building something whether it’s a business, a career, or a creative pursuit you need to ask:

Not:

• “Can this make money?”
• “Will this grow fast?”
• “Is this trending?”

But:

• Does this rely on me long term?
• Does this scale without me?
• Does this move me toward the life I want — or away from it?

Because sometimes something works…
but it pulls you into a model you never intended to run.

Evolution vs intention

Markets were a test.
Live selling is a lever.
E-commerce was a shift.

Business models evolve. Platforms change. Consumer behaviour moves.

The world will always try to pull you toward whatever is working right now.

But that doesn’t mean it’s the right path for you.

Just because something works
doesn’t mean it belongs in your core.

Where my head’s at

Right now, I’m asking myself:

If this takes off… am I willing to build around it?

And if the answer is no, then I need to be very careful about how much I let it grow.

Because growth without direction is just distraction wearing a disguise.

Something for you to consider

You might not run a business.

But you’ve probably said “yes” to something because it looked good in the moment.

A role.
A commitment.
A side project.
An opportunity.

Before you jump into the next one, ask yourself:

Success isn’t always the goal.

Alignment is.

Choose wisely.

What else have I been up to?

• daily short form content has seen a HUGE uptick to the channel and socials, it has been fun trying new things
• been dedicating 1 hour of video games a night, currently playing Fallout 4
• we have a bird bath now and the time lost watching these birds has no regrets!

If you need anything, hit reply and reach out!

Cheers,

Chris!