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In 2020 I launched my first online business, and then in 2022 I took it full-time. I still spent time working as a Software Developer and Product Manager (Consultant) on the side, but I was no longer a full-time employee. Looking back on my journey, I remember a time when I was constantly working, yet nothing happened... I’d spend hours rebuilding my website on different platforms like Shopify, and Webflow, redesigning graphics, or even brainstorming copy. I even bought multiple domain names (I think I own 10+ now), convinced that my success hinged on getting my branding just right. But in reality? I was avoiding the hard stuff. I told myself I was being productive, but deep down, I knew I was sidestepping the most important thing: engaging with people, setting up sales calls, and networking. Instead of putting myself out there, I hid behind "busywork." And when I didn’t see the results I wanted, I doubled down—not by taking the right actions, but by obsessing over rebuilding whatever I could. I'm a builder and I hate sales. I tried a million different things thinking it would make all the difference: 1) Going to the gym and working out. 2) Going to bed earlier and committing to a healthy diet. 3) Even meeting with others in my niche on LinkedIn to ask how they do it. Eventually, I had a breakthrough: optimization only works when you’re optimizing the right things. Once I shifted my focus to the tasks that truly mattered, like having conversations, solving real problems, and taking imperfect action, I saw real progress. Did you read that? I saw REAL progress. Not because I worked harder, but because I worked smarter. The Same Trap Happens in Job Searching This mindset shift isn’t just for entrepreneurs, it also applies directly to job seekers. I wrote about this recently on LinkedIn. I can picture it now... job seekers waking up, getting a cup of coffee (or iced latte in my case), logging into LinkedIn, and aimlessly 'easy' applying to jobs that they aren't qualified for hoping it will move the needle.