Don't celebrate. Don't dwell. Just keep going.

Yesterday I launched Product Club, and it felt great. What a high it is to see years of work, distilled into a couple of emails and a tweet - to then reap thousands in revenue in a single night. I’m buzzing, especially at the prospect of how I’m going to reinvest this capital and add more value to the community.

But there’s always a danger when you experience a high. You chase another. And the problem with chasing another is that you can never relive the first one’s experience, no matter how hard you try. But we do anyway.

The opposite is true for lows. I’ve had far more lows than highs on this journey. I’ve lost count of the days I’ve told my wife I want to stop. Or that I don’t think it’s going to work out. Or that today, I want to crawl into a hole and die.

And I’m always surprised when I discover a new low. They’re easy to dwell on, too. It’s like falling down a hole; the falling part is easy. Chasing a high is like climbing a mountain, it’s hard - but so rewarding, except you’ve peaked. So you go and look for another mountain. That’s the dangerous bit—the foolhardy dopamine.

A graph with two axes, Y is happiness, X is time, with an oscillating wave, rising above and falling below a baseline of happiness. Life is a series of ups and downs.

During a successful time like this, it’s vital to remind oneself of an important Stoic tenet: You can’t let highs get you up, and you can’t let lows get you down.

You’ve just got to keep going.

Keep doing the work. Keep chopping wood, and keep nurturing the soil.