Never Start Over

The Kassimi
May 20, 2025

Starting over feels great.

"New" feels great.

It's dopamine kicking in.

And that's what I did by announcing my goal to $1M/year 6 days ago.

I said I was starting over.

And at first it felt compelling.

But after 2-3 days I started to realise what it really meant.

I remembered the pain that came with that I was about to do.

Growing a service business from scratch.

Growing a brand. Writing content. Generating leads. Setting up email sequences. Replying as fast as possible to all leads.

There's a magic that comes with doing things for the first time.

That magic is that you don't realise what you've got yourself into.

It's called uninformed optimism.

And it's crucial to get the engine started.

But when you're a veteran like me, you already know what it takes.

And that discourages a bit.

Which makes you less competitive.

I've done enough "from scratch".

I documented it all in a 4 hours video if you still need such content to get you started:

But I won't start over again.

My goal is to lead with example.

And I wouldn't recommend you start over.

I recommend you do something slightly different.

Experienced veterans have something that uninformed optimists don't.

They have assets in the form of:

These are cards in your deck.

Don't try to build a new deck every time. Use your cards strategically.

This is exactly what I've done.

I'm still figuring out the best ICP based on my past results.

But I've also started reaching out to my network, looking for ways to help them.

The Content Operator model doesn't rely on tons of clients to whom we provide little value.

It is based on a few to whom we provide tremendous value.

This can be 1-3 people.

I already have one partner with who we're helping build a fitness app, and market it.

I've got room for max 2 other folks at this level of investment.

One might be the right match.

I worked with him 4 years ago as a long-form video editor (shorts didn't exist).

Right now, he needs a Content Operator to automate his lead capturing process and sell his ideas (and coaching).

So, take a step back, a look at the cards you're dealt.

An ace of spades is probably hidden in plain sight.

See you in the trenches,

—Kassimi