In 2018 I calculated my hourly rate after working another 80 hour week,
the number on the calculator traumatized me, because I realized I was getting paid below minimum wage.
I thought I was getting somewhere with all the hard work I was putting in, but turns out that ‘decent’ revenue number on the Stripe account was nothing but a vanity metric. 
I felt stupid and defeated, because I wasn’t using my time to create the life I wanted,
I was grinding myself to the ground, just feeding a soul sucking, revenue burning monster that’s keeping me poor.
That’s when I made the switch from optimizing for top line revenue, to optimizing for Output Per Time.
Not only did it help me prioritize my energy and attention,
It also kept me from fuelling an inefficient machine by piling on more overhead and other expenses.
I stopped trying to get ahead by applying brute force and stacking complexity,
and started creating simpler, more effective pathways to growth. 
Because what’s the point of having a big number on your Stripe account… with no free time and profits to show for?
Revenue is just a number.
Margin is what creates a good life. 