I want to talk about something that doesn’t get enough attention in the ecommerce world. We spend so much time obsessing over revenue, conversion rates, and ad spend that we forget to ask a more fundamental question: does this business actually energize you?

Fulfillment isn’t a luxury. It’s a signal. When your work consistently drains you, your decisions suffer, your team suffers, and eventually your business suffers. The goal isn’t just a profitable business — it’s one that you actually want to show up for. That means knowing what tasks you love, delegating what you don’t, and building a business around your strengths rather than your tolerance for misery.