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That's a perfectly valid approach, and one I have no problem with, but I did get the impression they also want to build a successful business, rather than just keep food on the table (which is why they killed the prior product, which they also loved working on, apparently).

My point is merely that I don't think they really learned all the lessons they could have learned from these experiences. I'm almost certain they undervalued their label printing business, for instance. Certainly they should have started charging for the service earlier.

And, I also think that they're maybe underestimating the value of listening when the market speaks.

But, by all means, people should work on stuff they love. There's no way a small, bootstrapped, startup can possibly weather the hardships in the beginning, when money is tight, rewards are few, and everything takes longer than expected, without having a real passion for the work they're doing.

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