When I sold Smartynames it was because I built a cool tool, but I didn’t actually care about it. I just wanted to see what was possible, and once I pushed the limits of possible, there was no more limit to push.
The guys who bought eventually shut it down. Two years later, the biggest players in domains still haven’t implemented a tool even 1/2 as good. It was like building a space rocket, and then selling it to ants.
After that, I swore that I will not do another thing that I didn’t care about. Time is the only scarce resource; it’s critically important to invest it wisely. Fast-forward to now, and here we go again, I am working on an SEO analytics product.
Do I care about SEO? NOPE! Every day is a drag.
Nothing against SEO or the people. It’s a necessary evil, and the people are doing their best work. It’s the same as I felt in the domain space. It’s a space, it’s a job, it’s just not something I care to wake up and think about for 20 hours a day.
Plenty of people would find it totally fine to wake up and just do something;
not me.
I mean, like I said in my previous post, I do like our product, and I find the output very, very good! The whole point of us creating EasySEO (previously named Ga4hell) was to automate a process that we didn’t particularly wanted to do manually. It works, and it works amazing well!
Here’s an example of our dashboard for AiTinkerers.
You see, it looks pretty good. A TON of valuable suggestions. You can just feed the export to Claude Code and watch it transform your website. It’s so awesome, most people are blown away by the possibilities. And yet…
We made the tool to get away from doing a process, but to sell the tool to others now requires boiling in that process every damn day.
The prize for chewing glass is more glass
Is this normal? Does Elon still enjoy making cars, does Gary V still enjoy making videos, does anyone actually care about the thing they do, or is the steady-state of anything is simply vanilla?
Actually, I think the latter is true, and the only way to escape it is to find the space hard enough to keep pushing. That’s why the best minds right now are pushing AI and Robotics, because you can.
Do hard things. Everything is a drag.
