i'm currently living in todos santos, mexico with my boyfriend for 6 weeks. we're currently staying at an airbnb that's part of six beautifully designed small casitas with a pool, a hot tub, a common area, and lush tropical grounds filled with flowers and palm trees, all right by the beach.
the owner left venice, california around 15 years ago (he specifically told me he "left the system") and lived in a tent on the property for 3 years before he built this magical spot. he definitely lives the dream in his little "corner".
André Chaperon calls these Tiny Worlds. I’m obsessed with his work—because I don’t actually want an empire. Just a tiny little world, with happy little clouds, maybe a few happy little trees. 😂
Yes, I love André's work! I'm with you on the little corner of the internet with the happy clouds and trees. A little online marketing + a little Bob Ross is just right.
Reading this felt like I was sitting on a bar stool leaned over the bar, people watching in between scrolls and wondering. It felt like… your corner. Thanks for sharing!
My boss comes to mind... We are a lean team that reaches hundreds of people through coaching, but much more than that is the steady rhythm of building, not the hurry and hustle I'm familiar with. I'd describe it as a marathon; the end goal is the end goal, but there's no rush to get there first or early. Instead, we have and still are optimizing for connection with people in the most natural, genuine, and humorous way.
I have a glimpse into her life, and it makes me think, "I want that too." To do work that matters to people without losing myself in the pursuit. And to do it without the need to cross some imaginary achievement list that characterizes the world around me.
Thank you for sharing your thoughts, Justin, and prompting a little introspection from me this morning.
What strikes me about this story, and others like it that you’ve shared, is that the people you’re observing are loving their journey! The community is part of it, and clearly something you crave, so keep searching for that while you enjoy the community you’re a part of both physically and online (which you said you do), but without people like you visiting their establishments, they also wouldn’t have the community they’re enjoying. Maybe the role isn’t the key, maybe membership is enough sometimes.
I find myself fantasizing about having a small business like this, too. When I lived in Chicago, my favorite place to work was a shitty bar on the corner called the Map Room. Open early for coffee and served beer in the afternoon and at night. The owners were an older couple who were always in there talking with the regulars and hosting their friends for little potlucks in the back. They decorated the place with old maps and flags from dozens of countries. This is the dream, and they looked like they were livin’ it. Right there with you Justin
Maybe you did build it and you don't see it? I just relistened to the SayWhat webinar and you said hello to a half dozen people before the call. On the call you mentioned that you ran into Will at a coffee shop and recognized him and went for a walk with him. That was all in the span of 5 minutes.
All of that is true, but I strive for even smaller. I’m just afraid, so most of these are simply journal entries to myself. I appreciate you sharing that takeaway, Jennifer. I probably wouldn’t have even remembered.
I completely understand what you're saying. I have a dream of creating a maker space and that is far outside my usual policy consulting world.
Another way of thinking about it. You have freedom because of work and you use it to build your lifestyle and community. Example -- you know the story of the local restaurant and visit it on the regular, even just a stop in after the gym. Or you collect stories when you go places (sushi, wine bar, sparkling wine place.) Different but the same.
I’ve had this idea for quite a while, I enjoy coffee and books and I’ve always thought that I’d be so happy to have a small bookstore/cafe for people to organise meet ups, book clubs, art gatherings, readings, and I feel like I will eventually end up building a place like that
My husband has had the same thought as he is an avid lover of both of those things- Im sure there is a heap of people who would love that! I hope you get there one day
First of all, I want to say how much I enjoy your writing. Your ability to capture these quiet, introspective moments—like watching a shop owner walk down a street in Lisbon—is exactly why your work resonates so much with me.
Your reflection on "corner" businesses made me think about something: isn't there always a bit of "good envy" for the life we didn’t choose?
While we look at the shop owner and envy their community and slow pace, I wonder if they ever look at people like you—scaling, growing, and reaching thousands—and feel the same envy. For every person romanticizing a small wine bar, there is likely a small business owner stressed about making payroll, fixing a broken pipe at 4:00 AM, or wondering if they’ll ever have the freedom to work from a laptop anywhere in the world.
Maybe the secret isn't necessarily about being "small" or "big," but about finding the maximum possible prosperity without an exaggerated sacrifice of time. We all want that sweet spot: enough comfort to live well, but enough time to actually enjoy the comfort our business provides.
The problem is usually a deficit in one of the two: we either have the money but no time, or the time but no money.
I think we are all prone to the same doubt: "Is the person doing the opposite of what I’m doing actually happier?" Whether it's the sushi chef in Sonoma or the tech founder in New York, we’re all just trying to figure out which sacrifices we’re willing to live with.
Love it! I live close to Senhor Uva in Lisbon (now it's called Pinot Bar de Vinhos), and lately my husband and I have had this feeling that we’ve actually built our dream life here. Over the past 1.5 years, I’ve gained so much clarity about the (work) life I want to keep building. And I think the most important step is to let go of external success metrics. To look inward instead and get very clear on what actually matters to you. Ask yourself: Does the way I work reflect the life I truly want to live? Because in the end, that’s the real measure of success.
Awesome. I saw they changed names and went a different direction since I last visited. My wife and I are coming to Lisbon in June and September to check out having a spot there too. :)
No way, that’s amazing! Lisbon is really flourishing, it’s incredible to watch. And the nature around here is just stunning. If you do come, feel free to reach out - I’m happy to help in any way, even if it’s just sharing my (very extensive) foodie list. 😉
It's the "grass looks greener on the other side" syndrome.
When those tight community knit business aren't doing well, they would kill for something agile, low cost and scalable that you have built.
And because you have done so, you are thinking how nice it would be to have those tight community knit small businesses...where everybody knows your name.
You can do both, but it would be tough to manage both. Both lifestyles has it's pros and cons. Its about your own choices. Whatever you choose, you should stick to it.
Our desires cannot be controlled. We literally want more even if you become a trillionaire.
We haven't explored the moon properly yet people are thinking of mars....hell we haven't explored our own earth to the fullest extent....
This resonates deeply. My brother-in-law ran a popular restaurant/brewery in San Francisco, but he closed it to open a pizzeria in a small Ohio town. The business does a sixth of the revenue, yet he's never been happier. He knows everyone by name now. He has time to sit down with other local business owners at their places.
I think about him often - how we chase bigger numbers thinking they'll buy us freedom, when what we're really after is already within reach: the freedom to connect, to be known, to be part of something. Sometimes we just need to recognize it's right in front of us and be brave enough to choose it.
It might sound sacrilegious in this chat, but sometimes just having a job that you’re well- compensated for, and that gives you a lot of vacation time can count as a little “corner.”
Because it’s so hard once you’re a business owner to “shut down.”
“There are so many people here who have written so many interesting stories. I’ll share mine. I dedicated my studies and research to one of the most profitable industries and ended up at one of the largest companies in the field worldwide. And I left them! Working with people who don’t see their employees as human beings is unacceptable to me. At this point, I’m helping those who truly want to bring something good and positive into this world.”
Check out Minnesota Noah Baked Goods on Facebook. Noah started his neigborhood business a couple years ago at age 10. He went door to door through the neighborhood with boxes of home baked cookies loaded into a red wagon. He's now known throughout the neighborhood as the "cookie kid".
i'm currently living in todos santos, mexico with my boyfriend for 6 weeks. we're currently staying at an airbnb that's part of six beautifully designed small casitas with a pool, a hot tub, a common area, and lush tropical grounds filled with flowers and palm trees, all right by the beach.
the owner left venice, california around 15 years ago (he specifically told me he "left the system") and lived in a tent on the property for 3 years before he built this magical spot. he definitely lives the dream in his little "corner".
Wow. That sounds awesome. I have a buddy who left the US and has been living down in that area for almost a decade now.
it's an amazing place. highly recommend a visit.
André Chaperon calls these Tiny Worlds. I’m obsessed with his work—because I don’t actually want an empire. Just a tiny little world, with happy little clouds, maybe a few happy little trees. 😂
If you don’t know him, you should.
I don’t know him. And here I go to look him up. Thanks, Briar!
Yes, I love André's work! I'm with you on the little corner of the internet with the happy clouds and trees. A little online marketing + a little Bob Ross is just right.
Reading this felt like I was sitting on a bar stool leaned over the bar, people watching in between scrolls and wondering. It felt like… your corner. Thanks for sharing!
You’re welcome. Thanks for this awesome comment, Coach!
My boss comes to mind... We are a lean team that reaches hundreds of people through coaching, but much more than that is the steady rhythm of building, not the hurry and hustle I'm familiar with. I'd describe it as a marathon; the end goal is the end goal, but there's no rush to get there first or early. Instead, we have and still are optimizing for connection with people in the most natural, genuine, and humorous way.
I have a glimpse into her life, and it makes me think, "I want that too." To do work that matters to people without losing myself in the pursuit. And to do it without the need to cross some imaginary achievement list that characterizes the world around me.
Thank you for sharing your thoughts, Justin, and prompting a little introspection from me this morning.
You’re so welcome. Thanks for giving the essay a little bit of your valuable time this morning.
What strikes me about this story, and others like it that you’ve shared, is that the people you’re observing are loving their journey! The community is part of it, and clearly something you crave, so keep searching for that while you enjoy the community you’re a part of both physically and online (which you said you do), but without people like you visiting their establishments, they also wouldn’t have the community they’re enjoying. Maybe the role isn’t the key, maybe membership is enough sometimes.
Wow. What a cool reframe, Melody. Thank you!
I find myself fantasizing about having a small business like this, too. When I lived in Chicago, my favorite place to work was a shitty bar on the corner called the Map Room. Open early for coffee and served beer in the afternoon and at night. The owners were an older couple who were always in there talking with the regulars and hosting their friends for little potlucks in the back. They decorated the place with old maps and flags from dozens of countries. This is the dream, and they looked like they were livin’ it. Right there with you Justin
Dude, The Map Room? I know it well :) Great place to have a a beer!
Maybe you did build it and you don't see it? I just relistened to the SayWhat webinar and you said hello to a half dozen people before the call. On the call you mentioned that you ran into Will at a coffee shop and recognized him and went for a walk with him. That was all in the span of 5 minutes.
All of that is true, but I strive for even smaller. I’m just afraid, so most of these are simply journal entries to myself. I appreciate you sharing that takeaway, Jennifer. I probably wouldn’t have even remembered.
I completely understand what you're saying. I have a dream of creating a maker space and that is far outside my usual policy consulting world.
Another way of thinking about it. You have freedom because of work and you use it to build your lifestyle and community. Example -- you know the story of the local restaurant and visit it on the regular, even just a stop in after the gym. Or you collect stories when you go places (sushi, wine bar, sparkling wine place.) Different but the same.
🔥
I’ve had this idea for quite a while, I enjoy coffee and books and I’ve always thought that I’d be so happy to have a small bookstore/cafe for people to organise meet ups, book clubs, art gatherings, readings, and I feel like I will eventually end up building a place like that
My husband has had the same thought as he is an avid lover of both of those things- Im sure there is a heap of people who would love that! I hope you get there one day
Hi Justin,
First of all, I want to say how much I enjoy your writing. Your ability to capture these quiet, introspective moments—like watching a shop owner walk down a street in Lisbon—is exactly why your work resonates so much with me.
Your reflection on "corner" businesses made me think about something: isn't there always a bit of "good envy" for the life we didn’t choose?
While we look at the shop owner and envy their community and slow pace, I wonder if they ever look at people like you—scaling, growing, and reaching thousands—and feel the same envy. For every person romanticizing a small wine bar, there is likely a small business owner stressed about making payroll, fixing a broken pipe at 4:00 AM, or wondering if they’ll ever have the freedom to work from a laptop anywhere in the world.
Maybe the secret isn't necessarily about being "small" or "big," but about finding the maximum possible prosperity without an exaggerated sacrifice of time. We all want that sweet spot: enough comfort to live well, but enough time to actually enjoy the comfort our business provides.
The problem is usually a deficit in one of the two: we either have the money but no time, or the time but no money.
I think we are all prone to the same doubt: "Is the person doing the opposite of what I’m doing actually happier?" Whether it's the sushi chef in Sonoma or the tech founder in New York, we’re all just trying to figure out which sacrifices we’re willing to live with.
Thanks for making me think today.
Love it! I live close to Senhor Uva in Lisbon (now it's called Pinot Bar de Vinhos), and lately my husband and I have had this feeling that we’ve actually built our dream life here. Over the past 1.5 years, I’ve gained so much clarity about the (work) life I want to keep building. And I think the most important step is to let go of external success metrics. To look inward instead and get very clear on what actually matters to you. Ask yourself: Does the way I work reflect the life I truly want to live? Because in the end, that’s the real measure of success.
Awesome. I saw they changed names and went a different direction since I last visited. My wife and I are coming to Lisbon in June and September to check out having a spot there too. :)
No way, that’s amazing! Lisbon is really flourishing, it’s incredible to watch. And the nature around here is just stunning. If you do come, feel free to reach out - I’m happy to help in any way, even if it’s just sharing my (very extensive) foodie list. 😉
We would love that. If you want to shoot me a note at hello@justinwelsh.me I'd be happy to save your email and reach out when we come. Cheers.
It's the "grass looks greener on the other side" syndrome.
When those tight community knit business aren't doing well, they would kill for something agile, low cost and scalable that you have built.
And because you have done so, you are thinking how nice it would be to have those tight community knit small businesses...where everybody knows your name.
You can do both, but it would be tough to manage both. Both lifestyles has it's pros and cons. Its about your own choices. Whatever you choose, you should stick to it.
Our desires cannot be controlled. We literally want more even if you become a trillionaire.
We haven't explored the moon properly yet people are thinking of mars....hell we haven't explored our own earth to the fullest extent....
This resonates deeply. My brother-in-law ran a popular restaurant/brewery in San Francisco, but he closed it to open a pizzeria in a small Ohio town. The business does a sixth of the revenue, yet he's never been happier. He knows everyone by name now. He has time to sit down with other local business owners at their places.
I think about him often - how we chase bigger numbers thinking they'll buy us freedom, when what we're really after is already within reach: the freedom to connect, to be known, to be part of something. Sometimes we just need to recognize it's right in front of us and be brave enough to choose it.
That's so awesome. Where in Ohio? I'm from there.
He and I are both originally from west-side of CLE. He is in Ashtabula.
Oh, nice! I’m from the Chagrin Falls area (Novelty, Ohio to be exact) on the east side. Always good to interact with Ohioans.
Great area! I have close friends in Chagrin Falls. Talk about a small community-driven town. Ohio is a great place to grow up. Thanks for sharing.
My grandparents used to live in Ashtabula. I'm from the Youngstown area. Nice to meet other Ohioans!
It might sound sacrilegious in this chat, but sometimes just having a job that you’re well- compensated for, and that gives you a lot of vacation time can count as a little “corner.”
Because it’s so hard once you’re a business owner to “shut down.”
I feel this way with my writing projects. It’s more virtual than a wine bar, but my “office” is sometimes a wine bar. 😂🍷
“There are so many people here who have written so many interesting stories. I’ll share mine. I dedicated my studies and research to one of the most profitable industries and ended up at one of the largest companies in the field worldwide. And I left them! Working with people who don’t see their employees as human beings is unacceptable to me. At this point, I’m helping those who truly want to bring something good and positive into this world.”
Check out Minnesota Noah Baked Goods on Facebook. Noah started his neigborhood business a couple years ago at age 10. He went door to door through the neighborhood with boxes of home baked cookies loaded into a red wagon. He's now known throughout the neighborhood as the "cookie kid".