Sexy is a Trap

Real opportunity is where no one else is looking.

We're seduced by stories of billion dollar businesses, influencers with audiences in the multi-millions, and obscene venture capital investments.

But what do most people overlook? The stuff that no one else wants to do. (because they don't want to do it either)

Work that isn't glamourous or sexy has the least competition and the most upside.

People will happily pay you to avoid dealing with unsexy problems.

There is an incredible arbitrage opportunity in being the person that consistently delivers where no one else can be bothered.

Even in "sexy" businesses, the unsexy work is largely where leverage is created:

  • Invisible processes and systems
  • Arduous organization
  • Detailed documentation
  • Consistent adherence to all of the above
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