The light at the end of the tunnel.

When I first started working as a marketing professional, I saw "lights at the end..." of many proverbial "tunnels."

I started Fisheye Marketing in 2016.

It was both a way to consolidate opportunities and provide myself an environment where I could team build and control my own schedule.

I'm a natural collaborator and the idea of working in a marketing cave for the next decade — all alone — was not alluring.

Also, there was the "light at the end of the tunnel," of course. There had to be a light at the end of the tunnel, right?

After all, this is the world of business ownership. There are always lights at the ends of tunnels! Right?

In short, I believe the answer is no.

Some entrepreneurs can fire off ideas, build something cool, have that something cool acquired at a nice multiple, take their 6-7-8 figure check to the bank, and relish in the “light” they've realized.

That's great for them, it truly is.

But what I've learned in almost 5 years of business ownership is that the "light" that comes, does not only come at the end of the tunnel.

And oftentimes, the end of the tunnel is foggy anyways.

I've found the light actually comes inside the tunnel.

But what I've learned in almost 5 years of business ownership is that the "light" that comes, does not only come at the end of the tunnel.

It comes from autonomy. It comes from the ability to wake up, excited about the day ahead.

It comes from opportunity.

It comes from the joys of collaboration.

It comes from small wins for the company and big wins for customers.

At least it has for me.

A piece of advice I'd share: don’t fixate on the light at the end of the tunnel. Sure, think with the end in mind, but do not fixate and obsess.

Instead, envision what you want the inside of your tunnel to look like.

Then, turn the light on.