Why You Can't Pick a Business to Start

If you are struggling to figure out what business to start, it is because you have too many options. If you want to figure out how what business to start, you need to narrow your options, which means you need to put filters. So, imagine you said, "Hey, what should I buy on Amazon?" It's like, "Well, what do we what are we looking for, right?" There's tons of great products on Amazon. There's tons of great businesses out there that you could start and there's tons of great businesses that don't exist. But, of the many businesses, do I want to be remote or do I want to be in person? Uh I'd rather be in person. Okay. Do I want to be uh selling services or do I want to sell products? Or do I want to sell software? Uh okay, I I think I'd rather I'm more of a tech guy. Okay, great. I'd rather sell I'd rather sell software. Do I want to sell a lower-ticket thing that doesn't require a sales team? What kind of sales motion do I want to put in place? Do I want to sell in person? Do I want to sell over the phone or Zoom? Do I want to sell with a checkout page? I think I'd rather sell with a checkout page. Okay, great. Right? And so, as you narrow it down, all of a sudden you're like, "Oh, it took from this world to wow, there's much smaller uh pool of options." And then instead of picking from a thousand things, you're picking from four and you can be very well uh you can be more confident about your decision. Because the thing is is that your confidence in your decision is typically inversely correlated with the number of choices you were presented. And so, the idea is you want to limit your choices as much as possible, right? If And this is part of the issue with dating right now. If you were in a town that has one stoplight and there's five people your age that are the opposite sex or whatever you're into, whatever, that you got to pick from, then you're going to be like, "All right, well, you know, this this guy or gal doesn't have a lazy eye and it doesn't smell bad and so, I think this one's the one for me, right?" And you feel pretty confident about the decision cuz you look at the other four and you're like, "I got the best one, right?" When every day you're bombarded with the illusion that you can choose from millions of supermodels and for the women, the super rich, super tall, super blue-eyed, you know, whatever the hell, right? It just gives a distortion and then it makes every choice something you second guess because you had the illusion of choice. Right, so right now you have the illusion of choice. You probably aren't going to go raise like a load of money. That would be another one. Like of those little filters. Is this something I'm going to raise money for or can I start bootstrapped? Which one do I want to start? Both of those are fine. You just got to make a choice. Right? And so yes, that is how I'd answer the question of what business should I start? You have to ask all the things you hate and then look at what's left and then make your decision with the smallest possible pool you can pick from and then move forward.