There’s a kind of nobility in doing something quiet, difficult, and unseen - every day. You show up, push the boulder, knowing it might roll back tomorrow. But still, you return. Not for applause. Not for recognition. But because that’s who you become.
A craftsman of the mundane.
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Let’s roll with today’s edition.
I.
As humans, we like to start. We’re good at it. Inspiration hits, we plan, and call the daydreaming a start. But what we’re not good at is moving. Mind you, I didn’t say finishing - because I don’t value finishing as much as continuing.
Because the real changes often happen during the process. We iterate. We rethink. Re-calibrate. We find new ways to push the rock further. Here’s the thing. Until we die, we never really finish what we started. We just continue the process. The rock falls to a new road, and we start to push again.
And that’s okay. That’s more than okay. This is how it should be. It’s how great things are made.
II.
Albert Camus wrote that Sisyphus - cursed to roll a boulder uphill for eternity - could still be happy.
Because meaning isn’t in the victory, it’s in the doing. That’s business. That’s brand. That’s life.
We often think we’re one big break away from success. But the real shift happens when you learn to push the stone again and again - without resenting the process. Because each push sharpens your edge. Each repetition is a layer of strategy. And slowly, without the noise, you build something that doesn’t need to shout - since it speaks for itself.
III.
Fresh out of college, I was fascinated by the flashy, trendy businesses. Fast unicorns, trend topics, all the talks. During the last 8 years of running my own business, I realized that as I get older (and more experienced), I started to like boring businesses more.
Don’t get me wrong. Boring doesn’t mean ugly or outdated. For me, it means a cash-flowing business that is formed around a ritual.
Aman doesn’t rebrand every year. Le Labo doesn’t chase virality. Superhuman got better by obsessing over milliseconds. Calm won because it delivered the same promise consistently.
Beneath all the romantic myths we attach to brands - the bold bets, the vision, the innovation - what you’ll often find is this:
Repetition. Refinement. Relentless discipline.
IV.
The road ahead
You too should imagine Sisyphus happy. Not because the struggle disappears - but because he accepts the absurdity. Because he finds meaning in pushing the stone, not waiting for it to stay at the top.
Maybe that’s what business (or art, science) really is about. Not escaping the repetition, but surrendering to it.
Practicing the same kick 10,000 times
Painting the same scene over and over again every day.
Or answering yet another customer complaint without getting angry.
Doesn’t matter what you are seeking. You should know that it’s not glamorous. But it’s the path.
And maybe, just maybe - the stone doesn’t roll back to the starting point every time.
