Sometimes doing things that aren’t “needle-moving” in business but that make you feel better as a person is actually a great move for your business. You might produce the greatest work, products, or services the world has ever seen — but if you’re burning yourself out one project at a time from a business model that doesn’t make you proud to represent it, you won’t be happy in the end.

Fine-tuning the intangible qualities of your business or brand may not directly make more money or grow things, but… if it helps you accomplish one of these three things, I think it’s wholly worthwhile:

1. Make you love the work more

2. Help you stay in the game

3. Give you satisfaction
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That might mean spending a disproportionate amount of time and energy on your welcome emails, getting your website feeling more aligned with your personality, or learning the basics of automation to avoid the parts you hate doing.

Whatever you do, build something you love.