The first issue in this trilogy explored depth and width — how far you're willing to go in one direction. The second explored distribution — why making yourself visible is essential if you want your work to matter.
Now let's assume you've done both. You're building the breadth you need as a founder. You're developing the depth your business needs to offer. And you've made yourself visible.
What comes next is the simplest part. And the hardest. Just keep going.
Most people don't fail because they had a bad idea. Or because they didn't work hard enough. Or because they weren't capable. They fail because they leave the game too early.
I've found that most people overestimate what can happen in six months, and underestimate what can happen in ten years. That's why many never achieve their goals.
The messy middle
Business is exciting. Especially at the start. You're full of inspiration. Motivation is pushing you forward. Ideas are flowing left, right, and centre.
Then you reach the messy middle. Excitement fades. Results slow down. Progress feels invisible or worse, like you've taken a step backwards.
This is where most people quit. Not because the idea is bad. Not because they aren't skilled. Not because they aren't working hard enough. Inspiration is gone. Motivation is gone. Boredom has moved in.
They assume they've taken a wrong turn. So they chase another idea. And suddenly they feel excited again. Inspired again. Motivated again. Until that fades too. And they find themselves right back where they started.
Compounding
The first three years of building Origen were brutal. Endless work. Late nights. Weekends. And for a long time, we were just getting by. I could have stopped. I could have taken a job somewhere else. I could have earned more money, worked fewer hours, and lived with far less stress.
But I didn't. I stayed in the game. And eventually, that decision was rewarded.
Because during the boring moments, the slow moments, something important is happening. Compounding. Relationships. Reputation. Distribution. Content. Expertise. Referrals. Trust. Every small action you take each day adds to a snowball.
At first, it barely moves. But over time, it grows large enough to trigger the avalanche. The longer you stay in the game, the easier progress becomes. The early years are disproportionately difficult. But they are also where everything begins to compound.
- Depth builds skill
- Width builds capability
- Distribution creates opportunity
- Endurance allows compounding
Without endurance, the first three will never reach their potential. Business is about how far you're willing to go. How visible you're willing to make yourself. And how long you're willing to keep going. Keep going.