I would no longer see barricades. Stumbling blocks would now be seen as stepping stones to something better, or something to crawl over or walk around. Previous limitations would now be a mere triviality, at worst a slight inconvenience. There were insanely great things to create and we were here to create them and that’s all there was to it. All thoughts to the contrary were irrelevant.

In 30 years in business the approach above has always worked for me. The key is the letter. Be authentic, heartfelt, compelling. Care. Make it a work of art.

You think of prices ending in .99 as discounted, or you don’t think of those last two digits at all. Prices with a “.00” are seen as premium goods, while 4s and 7s seem very precise. Pricing psychology is tricky, and it’s almost always in play.

I guess that the small company, the on-the-side project, both usually complemented by a “real” job or a consulting gig providing “safety” (and most of all social approval), are the nowadays version of the hairdresser salon.