We’re surprised when a business that seemed to be thriving closes its doors.

The juice bar that succeeded in one location but scaled too quickly.
The online education platform with a big production budget but not enough students.
The great cause that couldn’t attract the support required to create an impact.

Our culture has taught us that we should multiply our effort to maximise our reward. But a sustainable business—one that is viable because it delights customer and creator, alike, doesn’t always depend on exponential growth.

Success isn’t only about doing all we could do.
Often, it’s about doing the best we can do, and being able to do it again tomorrow.

For many of us, that is more than enough.

Image by Amir Appel.