Everything You've Heard About Success Is a Lie
Or a minute of questions
This is the final letter in my series on the power of setting the right goals as an entrepreneur.
Initially, I planned to fit it all into a single message.
But as I got deeper into the topic, I realized: goals are too important, too layered, too foundational for a quick overview.
They determine everything.
In previous emails, we covered:
Today’s story is the last one. And it’s personal.
How It All Started
Looking back at how I built my business – and everything I went through…
I now realize something big: I didn’t have a real goal.
I had vague feelings. Dreams. Hazy ideas.
But nothing concrete, nothing clear.
My first real job was in a design agency.
And I loved it. The vibe, the team, the energy.
I gave it everything I had. I wanted the company to grow. I wanted to feel valued.
But the founder had other priorities – fast cash over real growth.
He didn’t care about new ideas, or development.
I did.
So I quit.
Started freelancing. (Back then, the word didn’t even exist.)
Freelancing gave me freedom, control over my time, and a foundation to take risks.
I realized I wanted to build a place of my own – one that was exciting, meaningful, and mine.
Where I could be my own boss.
So I started a business, not knowing my odds of success were worse than a rock flying to orbit.
Still...
I improved my English. Started working globally – UK, US, Switzerland, Australia.
Then I discovered Jason Fried’s “Rework”.
That changed everything.
That’s when I realized I did want a business – just not like the one I’d left.
I wanted a small, smart company. Like Basecamp.
Meaningful. Flexible. Calm.
And I built it.
A comfortable, profitable, sustainable company I was proud of.
Until we hit 50+ people.
Until we were split between offices.
Until the business started to look like the one I ran from.
The Wake-Up Call
On paper, everything was perfect:
- solid revenue
- working systems
- almost no involvement from me
But the spirit was gone.
The meaning was gone.
All that remained was soulless corporate machinery.
Office politics. Freeloaders.
And no system could fix that – because I was checked out.
I lost interest in a business that was just reselling hours and people.
That’s not what I wanted. And it left me feeling empty.
I had betrayed my own dream. Chasing someone else’s idea of success, I lost my own enough and my why.
I never wanted a massive company with faceless teams and revenue goals for the sake of it.
I wanted mornings with purpose. To work with people I enjoy. To live mindfully and freely.
That was the goal.
I’m deeply grateful to the circumstances that forced me to see that.
I shut it all down. Rebuilt from scratch.
I found my mission again.
Rediscovered my strengths – building systems, solving problems, helping others.
And now, I help founders who feel trapped in their own companies.
Who want peace, meaning, and clarity.
Some know their goal but can’t get off the hamster wheel.
Some don’t even know what they want anymore.
And now, I get to see eyes light up when people rediscover their path – with my help.
It All Starts with a Goal
A clear goal is the entrepreneur’s North Star.
Without it:
- the business drifts
- the clients lose trust
- the founder burns out
- the team loses motivation
Without a goal, you can’t answer:
- Am I going the right way?
- Am I moving at all?
Take a breath. Ask yourself the real questions.
Because most of what you’ve heard about success?
It’s either a lie – or someone else’s journey.
Find your own.
Disclaimer.
Every business has its nuances, and every founder has their unique context and resources. Whether or not my advice applies depends on your situation, experience, and needs. But one thing is universal—use your brain.
Think about how to apply the advice in your context before acting.
Your way.
Every founder has their own way of getting through hard days.
Her journal reminds me (and maybe you) that it’s okay to struggle — and still move forward.
Success isn’t the spotlight.
It’s the pain you swallowed.
It’s the moments you almost gave up — but didn’t.
It’s everything no one ever sees.
But you're still moving.
Because you know who you are, even when no one else does.
And that means — you’ve already won.
From the journal of Nyx Thorne.
- Eugene
Join the “most offbeat” Businessletter on entrepreneurship.
Hi, I’m Eugene.
Over the past 20+ years, I’ve grown an international agency from one-person freelance to a multimillion-dollar business. I’ve led teams, scaled systems, burned out, rebuilt, and learned (the hard way) what it really takes to run a business that doesn’t consume your life.
I help them make sense of complexity, design simple systems, and create the kind of business they actually want to run.
More Stories
Burnout, Downshifting, or Downsizing? What to Choose — and What Systems Have to Do with It
Founder Stories
The moment I realized I’d built a job instead of a business
Or minute of pride, illusion, and the trap of looking like a founder
A Simple Way to See Your Whole Business at a Glance
Or minute, How to Nail It
