Matthew Kelly traces how his restlessness, always chasing the next thing, built his brand but nearly killed scaling. The same impulse that makes founders obsess over office aesthetics and experiences becomes a problem when a business needs consistency and structure. Restlessness works for creation. It doesn't work for growth.
I tend to have a grass is greener approach to a lot of things, like, because, like, because I didn't have to go to the office. We never got an office. And then we did get an office, and then I didn't quite invest in it because I didn't— I thought maybe I want an office that's somewhere else or like a bigger space. And before you know it, I've kind of like spent 2 years in a routine that was like, yeah, it was good, but like being entrepreneurial and having those tendencies to be less rigid and again probably just quite chaotic, I think it's great for building a brand, but I think at scale it can be Sometimes harder to build a business. And I think that there are 2 distinctions. I still think it's net good as a founder, and most founders are that. I look at brands that have like the sick office setup and think, I actually fucking want that now. The irony is I had a bit of that and I kind of ran away from it because it wasn't the right setup for me for many reasons. And that's fine, but I think we can have both.
