October 21, 2026
Building in public, choosing volume over comfort, and why the vehicle does not matter
Quick answer: the difference between where you are and where you want to be is not strategy, talent, or timing. It is volume. Most founders stop at comfortable. The ones who win choose extreme volume, relentless iteration, and they document the losses along with the wins.
You already know the pattern. You set a goal. You hit it. You feel good for a week. Then you realize the goal was too small, the ceiling was self imposed, and the only way forward is to aim ten times higher and do ten times the work.
This article is about that realization, why most people never make it, and what it actually looks like to choose the harder path.
The revenue targets most founders set are too low
One hundred thousand dollars a month sounds like a lot until you are there. Then you realize it is nothing. One million a month barely scratches the surface. The target should be twenty million a month in profit. Liquid. If that sounds ridiculous, you are thinking like an employee, not like someone building an asset.
The math is simple. You want twenty million a month. The only variable between here and there is volume.
Not better strategy. Not smarter hiring. Not the right investor. Volume.
One hundred pieces of content a day. One thousand ads a day. One hundred sales calls a day. Try. Fail. Repeat until it works.
The vehicle does not matter. Apps, rental properties, crypto, Etsy, landscaping, B2B software, dropshipping, woodworking. The mechanics of wealth are identical across all of them: extreme volume plus relentless iteration plus time.
Pick anything. Attack it with ten times the effort you think is reasonable. That is how you win.
No one is coming to save you
This is the part most people avoid. No investor will hand you the playbook. No mentor will appear with the exact roadmap for your situation. No viral moment will fix the fundamentals of your business.
You deserve to be exactly where you are right now because you have not done the work yet.
That is not an insult. It is a fact. If you had done the volume, you would have the outcome. Since you do not have the outcome, you have not done the volume. The gap is entirely explained by the work you have not yet put in.
Start doing the work so you deserve what you actually want.
Stay humble. Stay hungry. Stay above the noise.
Not motivational. Just math.
If you have already hit your goal, you aimed too low
This is the uncomfortable mirror. If you set a target and hit it comfortably, you did not aim high enough. You aimed for comfortable and you got comfortable.
Now multiply the target by ten. Then by one hundred.
Are you posting one hundred times a day? Running one thousand ads? Making one hundred cold calls?
No. You are doing the comfortable version.
Ten times the volume. Ten times the reps. Ten times the quality. That is the only lever that moves the needle. Everything else is optimization on top of a foundation that is too small.
The vehicle is irrelevant
Founders obsess over what business to start. SaaS or marketplace? B2B or consumer? Apps or content? Crypto or boring services?
It literally does not matter.
The mechanics of wealth are identical across all of them. Extreme volume. Relentless iteration. Time.
The founder who posts one hundred TikToks a day selling hand carved spoons on Etsy will outperform the founder who posts once a week selling enterprise software, every single time, because volume compounds and comfort does not.
Pick anything. Attack it with ten times the effort you think is reasonable. That is how you win.
Document the ugly days, not the highlight reel
Most founders only show the wins. The launch tweet. The revenue screenshot. The product hunt feature.
The real education is in the losses. The doubt. The days nothing works. The campaigns that spend money and return zero installs. The content that gets five views. The ads that get rejected. The nights you want to quit.
I post the raw, unfiltered days because years from now, when the outcome is obvious, people will trace back to see what it actually looked like in the trenches.
The journey is the product.
What this looks like in practice
Currently running fifty plus Apple Search Ads campaigns for Fella, an iOS app that blocks distracting apps and stops mindless scrolling.
Last thirty days: one hundred thirty euros in spend, one hundred eighty three installs, seventy one cent cost per install, twenty nine percent install rate.
Brazil campaigns at fifty six cents CPI. Mexico and Spain under one euro. Several countries with spend and zero installs. Those get paused. The ones that work get scaled.
The ads fund the volume. The volume builds the brand. The brand compounds into organic growth.
This is the loop. It is not glamorous. It is math.
The only question that matters
Are you doing ten times the volume you were doing last month?
If yes, keep going. The outcome is inevitable.
If no, you have your answer for why you are where you are.
Start doing the work so you deserve what you actually want.
The tool that makes this possible
Fella is the iOS app I built to solve the focus problem at the root. It blocks distracting apps on a schedule, starts automatically so you never forget, and gives you exactly one honest five minute unlock per session when you genuinely need it.
One-time purchase. No subscriptions. No tracking.
Building Fella — iOS app that blocks distractions and gives your focus back. Available on the App Store.