Consumer software always appealed to me more than b2b. Over my career I’ve only worked on consumer products. From mobile money, to mobile gaming, to savings and loans products, each of these products was offered directly to users across multiple countries. The appeal was always about impact and scale for me. If you can help more people with great products, why wouldn’t you? Things have turned out pretty good this way. Now, as I’m building my own product, the funny thing is my scale and impact are zero. I don’t have anything in the market, and I’m having to think about ways to get the flywheel moving. In my past, I’ve always joined companies where they were on the path to scale or they had already scaled. When there’s nothing there it can feel a bit like pushing a boulder up a hill. It’s just a slog. There’s not really any shortcuts. You just need to do the work.