The finish line always moves, so step off the track.

Welcome to issue #002 of Unsubscribe. Each week, I send two essays that help you step off the default path to build a life you love, supported by work you enjoy. If you’d like to participate in the comments below, join our private chat, and attend our monthly workshops and private dinners, then consider becoming an inner circle member.

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Growing up, we’re taught to chase big goals.

Get the big promotion, make the most money, buy the nicest house, and take the best vacations.

But have you ever noticed what happens when you reach those big goals?

They change. More specifically, they get bigger. Much bigger.

You get the promotion, and a few months later, you want more. You buy the house of your dreams, and five years later, you want a bigger one. You hit your salary target, get used to it, and then raise it.

Surely, the next promotion, house, and raise will quench your thirst.

Right?

I’ve set goals my whole life. Success, to me, was about hitting those milestones. But when I'd reach one, I'd only feel that rush of accomplishment for a few days. Then, the feeling would fade, replaced by a new target.

This is called the hedonic treadmill.

We always think “just one more…” will surely be the last goal we’ll chase. But we adapt to our achievements quickly, so they stop bringing us joy.

This is something nearly every high-achiever I know has suffered with. It’s almost impossible not to find yourself on the hedonic treadmill.

But you should know something important: The treadmill has no endpoint. The finish line is a mirage. The closer you appear to get, the further it moves away.

So, this year, I tried something different. I stepped off the track.

Instead of chasing big revenue goals, I decided to build something I’d love doing each day. A business I’d enjoy running, even if it generated very little.

I decided to go all-in on writing because I enjoy the process. To write because I love sharing ideas, not to become a bestselling author. To build this reader base because I'm excited to meet interesting people, not to be obsessed with profitability.

Launching this creative business has changed everything for me. I’ve learned that when I’m fixated on the daily activities rather than a big goal, I enjoy each day. I’m not in a rush to make it bigger or to make more money. I love the process and the daily work. And I’m passionate about the people who are here with me.

The funny part? It shows.

People can feel that I enjoy what I’m doing. That helps them feel confident in spreading the word, and helps me feel confident talking about it. That confidence turns into the business growing naturally.

So, if you’re wondering about starting that business idea that’s been gnawing at you for years? I say go for it.

You’ll work more consistently because you’ll love the day-to-day. You’ll take more creative risks because you won’t be fixated on specific outcomes. And you’ll notice opportunities that were invisible when you had tunnel vision.

You can have fun, grow a business, and step off the hedonic treadmill.

Finish lines always move, especially for high achievers. That's just our nature. So maybe the best choice is to stop organizing your life around reaching it.

Step off the track. Do work that matters now. Do what you enjoy.

The results just might take care of themselves.

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