After 104 Consecutive Thursdays, Here's 1 Lesson.

_{[Read time: 2.5 minutes]}

For 104 weeks straight, this newsletter has landed in inboxes.

By my math, that’s two years of writing and publishing.

In that time:

• I’ve changed many aspects of this newsletter (including its name).

• I’ve pivoted my business — multiple times — telling myself I’m iterating.

• I’ve even contradicted myself more than once.

But I didn’t stop writing.

And I didn’t stop trying to be useful to you.

I know there’s a lot of advice out there.

Most of it? Bad.

Some of it? Good.

A speck of it? Great.

Hopefully, I’ve added more good to the mix. (Maybe even some great)

But here’s the advice I want to share right now…

I’ve run my business for 298 weeks now. Despite learning plenty over that time, these last 104 weeks were the most impactful.

Because they didn’t just teach me more — they helped me distill everything I’ve learned into something clearer, sharper, and more useful.

I could share hundreds of lessons, but I want to share this one.

Success in business has a billion definitions — and just as many ways to get there. But in the end, there’s only one real decision that rules above all:

How you choose to play this game matters.

Sure, ego gets in the way.

So does overthinking and imposter syndrome.

And you deal with them by enduring and persisting.

But along the way, you realize — when you play your way, it’s rewarding in many ways.

My way of playing centers around 5 super-big-picture things:

1. I want to wake up each day and not care what day of the week it is.

2. The goal is not to win. The goal is to keep playing.

3. It’s always a few moves that make the biggest impact. Find and focus on them, because everything else is noise.

4. Solve a problem worth solving. One that requires me to think strategically.

5. Be risky, not reckless. Lean into asymmetric bets.

Put together that sounds a lot like running my own business (and writing this newsletter).

So if nothing else, it feels like I’m on the right track.

Making progress.

I’m far from success. But I’m at least 104 weeks closer. Because I’ve written to you.

Progress is my happiness.

Think about how you want to play the game, not just what game to play.

Thank you for reading.

— Peter

P.S. If you’re just as serious about building a business as I am, here are 2 ways I can help you do that:

$10K in 1 Day (Business Audit): Most business owners try to see it all, but it’s hard to read the label from inside the jar. If you want to plug profit leaks, eliminate inefficiencies, and uncover $10,000+ hiding in your business — start here to see your business much more clearly.

Let’s Get Pricing Right (Pricing Audit): Your price is your biggest profit lever, yet almost no one sets it strategically. If you want to stop undercharging, attract better clients, and sell with confidence — start here to (finally) get pricing right.

Reply with “$10K” or “Pricing” and I’ll send you the details.