Get comfortable being uncomfortable.

Hey, it’s Alex.

Keeping this short today, just a quiet reflection I’ve been sitting with - I hope it finds you well, wherever you are reading from.

There’s a quote from Alex Hormozi that’s stayed with me this past week:

For those of you building ecommerce businesses, this will likely feel familiar.

The pace of change - the evolution of technology, customer expectation, and competition - feels endless. And there’s no real finish line. You just keep going.

But within that, there’s room for something steadier.

We often begin with goals that centre around freedom, creativity, success - of usually money.

But like most things, if you push for them too soon, before the foundations are ready, they tend to push back.

Usually, with stress, uncertainty, and the quiet weight of feeling like you’re chasing something just beyond reach.

The goalposts always move.

First it’s revenue, then scale, then always recognition. The moment you hit one, another appears.

But there’s an alternative.

You stop chasing outcomes, and start paying closer attention to the work itself. The process. The people beside you.

You ask yourself quietly - what matters most?

The numbers? You won’t take them with you.

The thing you do every day? Who you do it with? That stays with you.

I know this edges towards the philosophical - but if you’re in this marathon, it’s worth reflecting:

Where are your goalposts, really?

And are they in the right place for the season you’re in?

The right team. The right focus. The right pace. It changes how far you can run - and how much peace you find along the way.

Until next time.

Thanks for reading!

See you next week.

Alex Murton
Shopify for Lifestyle Brands
Co-Founder @ Studio Almond & Almond Labs.