Side Hustles

Minerva

The pursuit to find Pluto is a neat example of how imagination, obsession, and reason align what can be seen. After scientists at the Lowell Observatory finally discovered “Planet X” in 1930, the world weighed in on what to name it. Let’s brew on naming your project.

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Pluto was the second choice of scientists who discovered this beloved dwarf planet. Minerva was the team’s first choice, but it was already taken by an existing asteroid.

A name makes a project feel real. It creates identity. If you’ve been thinking about something for a while, a name may naturally emerge. If you’re struggling or feel uneasy about the name you have in mind, here’s how to fuel confidence and land on something scalable.

Be descriptive. If it’s impossible to guess what you’re offering, you’re taking an early gamble. Hyper specific names may stand out in the moment, but too much definiteness can limit your ability to evolve. Attention is hard to earn, so avoid obscurity, names that trap you, or anything that makes the business hard to remember.

Verify availability. It’s tough to set yourself apart while still being memorable. As you consider naming a business, get creative, but do your homework before falling in love. Do not hope something may not exist; try to find it. Boldly research existing trademarks, domain names, social media accounts, industry competitors, and funky spellings. The result can be a name that is all yours versus something that may be catchy but could spawn future liabilities.

Think long-term. To withstand the test of time, consider how this name supports lasting growth. If the trend upon which you’ve based a name fades, might you look outdated? Will highlighting a location eliminate the ability to expand? In short, don’t corner yourself unless it’s on purpose.

Once you lock in a name, start using it within customer discovery to explore how it’s received by those you seek to serve. When a name clicks, align your marketing and overall vocabulary around the newly established identity. This will make your company recognizable, and over time it connects you to more true fans.

Brewed From Within
#6 📖 Entrepreneurship

By Ben McDougal, ago

Eclipsing 40

I sit atop this hill, soaking in the darkness of a total lunar eclipse, verbally dictating this short reflection to celebrate my own 40th trip around the Sun.

As our pale blue dot moved between the moon and our closest star, I first noticed the moving shadow’s blurry edge. As I think about the time we spend on Earth, so much of it is devoted to finding our place in the universe. Even when we are so close to perfect alignment, the blur of subtle distractions will remain constant.

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Perhaps this transitory quest for totality is the impossible pursuit that makes life so much fun.

Anticipation takes over as the final sliver of moonlight goes dark. The orange haze of this blood moon is now the only cloud in the sky. Even with the cool breeze, city lights, distant traffic, and frogs burping, the twinkling stars seem to serenade the silence of this moment. As the darkness holds time still, an eerie peacefulness is accompanied by a welcomed loneliness.

My thoughts soon sync into the shadow of this cosmic darkness. This makes it useless to resist the overwhelming appreciation I have for so many people who have given my life meaning. The past 40 years are a tribute to those who brought me to this place and to the family I’ve chosen every step of the way. Thank you.

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Jodie and Kate, you are the light of my life and my own totality. Together, you set me free to wonder and have taught me the meaning of life. I’m only 40 years old, so while I look forward to much more of our story being written, whenever I do turn my final page, know that I’ll always be with you and wouldn’t have changed a single thing. I appreciate these quiet tears, knowing that my greatest achievement will always be the honor of being part of US forever.

Within the darkness of totality, I’m soon struck by the discomfort I feel, not knowing when the moonlight may return. We’ve all heard how dark it is before the dawn, yet it still feels natural to consider things that have not gone to plan. Accepting past failures, broken relationships, and the future challenges we may face was not an expected emotion, but perspective determines how we respond. I’m thankful that it’s hard to think of anyone who may need to hear this, but if I’ve ever wronged you in anyway, I want to say that I am sorry and only wish the best for you.

As the first sliver of moonlight returns, eminence joy and assuring enthusiasm seemed to rush over my mind and body. It was as if the light of our cherished moon had never been brighter. The subsiding shadow of our planet slowly released moonlight back into the night sky, which lit renewed optimism for all that is still to come.

I am so blessed to have brewed 40 remarkable years into this life. As the full moon shown brighter than ever, so will my appreciation for all that we share.

By Ben McDougal, ago

Playforce

The expectation of top talent has evolved. People crave a connection to time that delivers a sense of purpose and belonging. When work feels like play, the lively environment invites people to take on bigger challenges. To support the future of work, today’s students, educational organizations, employees, and employers must adapt together.

When we think about work that feels like play, it’s not just pinball all day. The definition of “fun” is to spend time doing an enjoyable activity and to feel engaged. When a team has fun with satisfying work that matters, the group’s true potential is unlocked, and individuals are more likely to become indispensable. This leads to more generosity, laughter, caring, scientific questions, learning, gift-giving, and mapmakers eager to go beyond what’s expected.

EXTRA SHOT

This contribution was written by Elizabeth Tweedale. Elizabeth is a founder who is passionate about technology education, AI, and preparing children for the future.

In addition to more flexibility and fair compensation, employees want greater autonomy. Employees want the freedom to be creative and to find purpose in the way they spend their time. When this balance is achieved, people are happy, and the sense of satisfaction they feel allows them to do their best work. This culture leads not only to more innovative productivity but also to lasting retention. It’s an oxymoron, but a playforce earns this lasting retention through a shared freedom to believe in the mission, people, target market, service/product potential, and timing.

Too often, attempts to optimize employees’ work-life balance stems from a flawed assumption that we must create boundaries to differentiate our life and our work. The idea of a “work-life balance” is a corporate illusion not suitable for the entrepreneurial lifestyle.

The neon future of work creates an experience where life and work coexist as one. This is possible when labor looks like work to others but feels like play to us. This activates a culture where retention is natural due to a genuine interest in a shared direction. This type of playforce environment welcomes anyone to leave when a quest is no longer the best opportunity for their life. This bizarre freedom is balanced because it’s shared by leaders who assume positive intent but can also make moves when an employee no longer aligns with the time. This mutual admiration transforms a team that shares a creative way of being.

As today’s workforce is transformed into tomorrow’s playforce, let’s consider the difference between work that feels like play, versus work with proverbial playgrounds nearby. When fun activities serve as a distraction, the facade of fun will wear off.

It’s also important to remember that what’s fun for one person could be more of a chore for others. Personality assessments and ongoing coopetition help leaders sense team dynamics. Acting professionally does not mean dimming one’s honest personality. We want people to be themselves.As professional comfort is paired with an eagerness to make things better, people can focus.

If the future of work is play, we must activate children with creativity, involvement, and adaptability. The future is their playground, and no permission is needed to contribute. Education can be about delivering access to culture, skills, tools, and purpose. When children connect, play, and learn with passion, they engage not because they have to but because they’re having fun. This supportive sandbox empowers students to win the game of education and then go beyond it. As students grow, Playforce Principles help them understand superpowers and build beside evolving interests.

This translates into employers and employees who enjoy significant roles that feel tailored for what they’re best at. Together, we can change the equation and make work our lifestyle, setting us free to have fun while making an impactful and lasting difference.

Brewed From Within
#56 📖 Leadership

By Ben McDougal, ago

First in Line

There’s something special about being first in line.

Being up front means you’re committed. You’ve made a sacrifice to ensure you experience something you care about in style. Conquering the unknowns to secure this coveted spot has required effort, but a sense of pride materializes when everything goes to plan.

When we think about being first through the lens of innovation, first in line is not such a desired position.

Being first gives entrepreneurs a chance to take an early lead, but early leaders don’t always win in the end. The headwind is strongest when you’re in front.

When you’re creating something new, enthusiasm from early adopters is often met with pernicious friction. One common source of friction is the time spent educating a prevailing market. This protracted process wears on even the most resilient and exhausts resources every step of the way. Along with frictions that come with being first, with fewer clues from the past it’s harder to avoid potential pitfalls as well.

There’s value in a head start, but the early market leader often falls behind the innovation curve. Never hesitate to forge into the unknown, but remember that when you lead, others will always be chasing you.

If you’re building in front, stay ahead with humility, a challenge network that invites you to be wrong by avoiding groupthink, a genuine desire to accelerate others, and interactive leadership that allows intrapreneurs to stay wild.

If you’re the one chasing, which is far more common, you’ll need to flex a bit of founder-market fit to find product-market fit, but it’s nice knowing there’s an existing path with potentially more opportunities to champion change in a known industry.

Alright, now think bigger. How might we avoid the wait? The front of any line may be a traditional way of getting ahead, but this requires time with no guarantees. You’re still relying on someone else to let you in as well. If this activity is something you really enjoy, be conscious of how business can sometimes kill your passion but know there’s usually a way to be less of a spectator by getting more involved.

One way to do this is by combining your creative skills and an entrepreneurial spirit to wedge yourself into the experience itself. This requires initiative, but volunteering, building into a side hustle, or using content creation skills can quickly become your ticket to skip the line all together.

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A love for friends, craft beer, and technology is what led to FliteBrite. Along with a patented electronic serving system, our beer festival app is a tasty example of how we now skip past lines like this. Cheers!

Brewed From Within
#4 📖 Entrepreneurship

By Ben McDougal, ago

Early Moves

The term early moves is abstract on purpose. It can mean so many different things in entrepreneurship. Early moves are actions that brew progress. Initiative is rewarded with positive energy infused into moments that help us climb the mountain toward momentum.

The term early moves is used throughout this book. To get thinking, sharpen the sword with these tactical examples of early moves that keep leaders building:

listen
be honest
read a book
explore current markets
attend local community events
participate at hackathons
connect others
practice the pitch
discover resources
form the company
organize accounting
compete in pitch events
seek accountability
travel to learn
mentorship
create
do

Early moves are exhilarating, but there’s value in being efficient as you decide if something is going to work. When we say yes to something, we say no to something else. It’s tempting to say, “Let’s gooo,” but this is opportunity cost. Be strategic with early moves. As you build, collect feedback like a scientist. Use feedback as data, because an early and proper no is much better than a long, wrong yes.

To avoid swinging at a bad pitch, take time alone. Along with your experience and honest thoughts, the internet is too powerful not to research online. Don’t hope something doesn’t exist; try to find it. Run some numbers. Talk with people to begin customer discovery. Think about ways to prototype something worth testing. Practice storytelling and see if you can snag a pre-order. Will strangers buy in?

If enthusiasm remains genuine, talk with others who may be interested in collaborating. Think about your own real skills to identify where you’ll need help. Attend related events to further qualify early concepts. Even if you’re not ready to share details, the readiness to show up often links to new allies who can connect dots. Stay organized and see how it feels to create and post content online as you continue working through the early stages of any idea maze.

Before you go much further, take a pit stop with your future self. Is this a quest and environment you want to work in for the foreseeable future? Perhaps this should remain a hobby? For instance, if you like pinball, it doesn’t mean you should start a pinball business. The hardships that come with being a business owner can compress, divert, and decrease passion. At first, the allure of new-made things is fun and exciting, but pressures add up. If the dance remains motivating, positive tension is relieved by executing early moves that help sustain a sensation of growth.

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“Inspiration is perishable—act on it immediately.” –Naval Ravikant

Determining which actions to take when is a juggling act, but as early moves are blended and strategically sequenced, they collide to jolt a business idea forward. 

You Don’t Need This Book: Entrepreneurship in the Connected Era prompts diverse types of early moves that guide an idea toward commercialization. Here’s a reminder of that book’s table of contents for readers to revisit.

You Don't Need This Book: Entrepreneurship In The Connected EraChapter 1 – Ideation
Chapter 2 – Community
Chapter 3 – Team
Chapter 4 – Side Hustles
Chapter 5 – Research
Chapter 6 – Testing
Chapter 7 – Marketing
Chapter 8 – Sales
Chapter 9 – Results
Chapter 10 – Persistence

If this evolving business idea continues to touch your heart after internal and external analysis, you may have something ready to pursue. Yes!

Inspiration is perishable, so when this happens, be ready to take action. It’s not how fast you move; it’s that you find ways to get started and keep moving.

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Things you dedicate time to will grow.

As you make early moves, stay nimble. Agility is one of the best advantages to being small. It often takes many versions to land on something ready for the wild. Remain sustained by timing early moves based on personal bandwidth, the environment, things you do well, and things that make you uncomfortable. Leverage educational support, accelerator programs, and resources. Stay intellectually humble, work with others, and continue executing more early moves.

Brewed From Within
#2 📖 Entrepreneurship

By Ben McDougal, ago