T’is the season and all that. The most wonderful time of the year where we feed
capitalism until it’s forced to loosen 2 notches on its belt. Your national and
local news are just now sending their reporters out to local malls for “person
on the street” interviews about people and their spending habits this year.
LFG, consumer spending! 📈 Buy, buy, buy!
Of course, I am not exempt. A trip to Newbury Comics last night ended with
me walking out with new kitschy socks, 2 records, a comic book, and for my son,
a manga book and a single pack of Pokemon cards. Retail therapy is real. While
my tone may be sarcastic and somewhat (read: entirely) cynical, I am
self-aware. I admit: I enjoy giving and receiving gifts. At the same time,
maybe there’s an opportunity to stem the tide of further dumping cheap plastics
into our landfills? (I promise. I can be fun at parties.)
So here’s a thought: make a few trips around your home, grab anything and
everything taking up space, anything you no longer need or want or have given
thought to in months, if not years, and ask yourself “would someone else want
or use this”. If the answer is “yes”, then put that thing up on CraigsList,
Facebook Marketplace, or Ebay. Or all three. Get it in the hands of someone who
wants it, for less money than on Amazon, and get it out of your house. You make
some money in the process, and make some further space in your home. Win, win,
For the past month I’ve gotten rid of unused video games, comic books,
electronics, toys, and sneakers. Somewhere there’s someone receiving those
packages in the mail, happy to have them, while I’m happy to NOT have them. The
funds from these sales have gone towards my ability to purchase a new iPad,
something I use every single day for entertainment and productivity. No wasted
space or unused utility there.
Seriously, there’s just so much crap everywhere! 😩
Last thought: selling on eBay has improved considerably over the years. I’m
genuinely surprised at how quick and easy it is these days to get something up
there and ready to go. The “use AI to write a description” feature, while
obvious and transparent as to the results’ origins, is SUPER helpful. I always
disliked that step in the process, but also did not want to lazily write “just
look at the damn photos” for all listings. I consider this generated content a
reasonable middle ground.
Nine years ago, I embarked on a journey with Shubox, a
solution to simplify uploading to, and working with, Amazon’s S3. This venture
not only evolved along with my career but offered rich lessons worth sharing. In
addition to my day job, I work on it my nights and weekends. This is some
background information for the basis of a story I’ve participated and observed
throughout my career.
The story looks a little like:
You move on from full-time software engineering employment.
Hang a shingle out your door, advertising your new, independent contracting/consulting business.
Work with great clients, get paid (well). Make ends meet.
Leave enough time for yourself to build your own product, perhaps launch your own SaaS.
Make enough money off your SaaS to devote 100% of your time to that product.
I’ve done this and currently remain at step #5. I’ve known many
colleagues and friends who’ve also done this. The ratio of people who get to
step 5 and never manage to see step 6 is, most likely, in the 98%
range. It should go without
saying that this particular hustle is way way more difficult than we
would want or expect. I guess if it were different, we’d have every tech-hub
over-populated by wealthy, bootstrapped, side-hustle-preneurs.
Would I discourage anyone from following this path? No, absolutely not. The
likelihood they catch the right wave is slim, but the probability they learn an
extraordinary amount is high. If learning is a goal, then you are inherently
set up to succeed. With that, here are some of the things I’ve learned along
the way while building Shubox.
I started Shubox because I saw a problem (uploading files
from your website to S3) more than several times that grew to an “itch” that
compelled me to “scratch”. Why was there nothing better? Surely there was
something to fill my requirements that took less time to wire together? After
building the POC I was convinced I was onto something. This was now doing what
Building something you are so certain the world needs - that feeling is
intoxicating. “The world needs this! I can’t believe this doesn’t exist! It’ll
sell itself!” …Maybe? Coding it is just the beginning. A semi-functional POC
will get you only so far. What about design? Marketing? Product management?
Social engagement? User research?
In addition to being a strong engineer, if you are equally skilled in any of
the above, you are fortunate. I’ll tell you what? I am not. So let’s talk about
being “solo”. When it’s just you, you are all of those functions. If you
can’t, or don’t want to, fake it, then you’re going to pay for it. Literally.
Even so, that is a singular transaction. Those partners will only be around for
so long. What happens then?
Solo. Alone. No one to bounce ideas off of. No one to share in defining
strategy. No one to lean on, or hold you accountable. No one to review your work.
No one to tell you when something is a bad idea.
It’s lonely. The experience of trying to build Shubox has
been lonely. If I could go back and change something, I wouldn’t have gone down
this road without a partner, and will most likely never do that again.
How well do you know yourself? I mean, really know yourself? Have you done
the work to inspect the depths of your strenghts and weaknesses? I find
self-awareness to be an incredibly underrated trait. What are your flaws? Are
you clear on what motivates you? What discourages you? What you’re terrified
of, but would never in a million years admit to? You may not be familiar with
these unknown unknowns yet , but putting yourself through the process of
starting and running a business will surface these, over time, almost
For example, I now know I have a distaste for marketing me, putting myself
“out there”. I am modest to a fault and would much rather play hype-man for
friends, and colleagues. Building in the open? Why would anyone care? I’m just
some random guy!
I also know I’d rather work on “this technical thing”, than pour effort and
cycles into the marketing, promotion, selling. It’s so much easier to be neck
deep in code building something.
And - this one’s tough - do you know you can never really fail if you don’t
really try? Not gonna lie, this one hurts. It’s taken me a long time to
confront this in particular. There’s a voice in the depths of the back of my
brain, haunting me: “If I don’t allow this get big, then will I ever truly
fail?” It’s a process to recognize and confront those voices, one truth at a
As mentioned previously, the lack of accountability remains one of
the more profoundly affecting missing pieces of the puzzle. When there’s no one
to report to, where do you go? Who is there to keep you honest? Over the years
upon reflection, the biggest challenges I’ve managed to overcome had
accountability as a central tenant, providing me a ballast to keep my
ship upright, to stay on course. If you are accountable to no one, then you are
accountable to no one. Find that person, those people, even if they don’t
really care! Email them! Say “I’m going to do this”, then follow up. If you
do not accomplish what you set out to do, be honest, be vulnerable, know
yourself, and truly know why you did or did not do what you said you would.
This post has been living in my head for months while I work through how I’m
moving forward. My publishing this, in and of itself, is a large part of the
process where I come to grips with those fears, uncertainties, hard truths,
while allowing myself to feel uncomfortable. I am at peace knowing that failure
isn’t truly failure if I’ve set out on that journey, did my best, learned
something, and can look back with no regrets.
So, here we are!
More to come.
Let’s pick an easy arbitrary number for that population
of “smart friends who went solo-preneur” - 100 people. Of those 100 people I
know 2 people - TWO! - who have made a thing, bootstrapped it, and had
successful exits. ↵
What do you think of what I’m doing with
Shubox? Any interest in talking about what the future
holds for the product? Hit me up! (My email is easy to find, or on Mastodon
@email@example.com.) I would still
love to find that co-founder! ↵
If I’m lucky, I manage to get to about one comics convention a year. Typically that’s
FanExpo here in Boston, but this year it was Terrificon down in CT at the Mohegan Sun
The main draw for this was absolutely the creator guest list, which was – I won’t
mince words – for me, staggeringly good. As a kid, I got into these books in the
late 80’s, early 90’s, at the height of the “mutant” craze. Some of the names most ubiquitous
during that time – Chris Claremont, Alan Davis, Walt and Louise Simonson, Arthur Adams –
were all in attendance this weekend, among many other heavy-hitting artists and writers.
As a result? I had to go.
I pulled together a small stack of books I wanted signed, and made my way down to CT. The
day was long, the lines were longer, but thanks to the folks at the CBCS booth I was
able to wrangle witnessed signatures and get them submitted for grading. It’s not
something I do often, but this time around I went the “treat yo-self” route. YOLO, and
Last week we learned that our CEO of 16 years, Stefania Mallett, would be
stepping down as CEO of ezCater. After next month she’ll be embarking on the
next chapter of her life, retirement(-ish?). I mention this because this week
we had the company’s summer party, AKA “Summer Sweetness”. So it’s fitting that
we all got together to celebrate the last year+, and her time as the leader
of a company which I consider the best in my 20+ years-long career. The past
4 years have been some of the hardest, and some of the most rewarding of my
work life. An inordinate amount of credit should be paid to Stefania, as the
company she’s built is built on core principles that align well with my own. No
place is perfect, and each individual’s journey is their own, but I’m grateful
for my time here. To that, I say congrats to her, and I am forever grateful
for all she’s done. Kudos!
This week we hosted an epic Summer Sweetness, @ezCater's annual event that brings employees from all over the country to our Boston office for a week of connection, collaboration & celebration 😎
Aaaaaanywho – “ezCater Summer Sweetness ‘23”! There’s not much that I may say with
words that I can’t better express with photos. The people I work with make it
the place it is. So here are some photos with my co-workers from the several days
this week where we all got together.
(If anyone from my team ever reads this? Thank you for everything you do. Day
in. Day out. You are all remarkable people!)
After 9871 days the inevitable happened and Covid-19 got Sara and I. If we’re completely honest, there’s almost no way people are going to escape this thing. The opportunity to extinguish it, in the time of social media, misinformation, and buffoonery, had come and gone in a zeptosecond. So, that leaves folks like us to be ultra-vigilant with precautions, get the vaccine as soon as we could, get boosted whenever allowed and/or recommended, and be sensible when it comes to packed indoor spaces with people we don’t know2.
And that last point is where Covid had its opportunity to nip us - “Gotcha bitch!”
We’d seen Boyz II Men in concert several times in the past (Yes, that’s right. Those Boyz II Men.) So when we saw that they were playing at Foxwoods the night after Thanksgiving, we said “Sure! Why not? Let’s go!” and made our way to Connecticut. It was a fun night. We got some take-out from one of the casino restaurants, ate it in our hotel room, walked around a bit, had a drink at a bar while we waited for our meal. And then went to the show, which was pretty great. 112 and Dru Hill opened up for the main act. I know maybe 3 songs between the two of them so 🤷, whatever. Fine. Boyz II Men are great live, though so - go see them if you’re a fan. After the show, we made our way back to the room and called it a night. It was late. We’re old. We’re terrible at “the gambling”.
I realize it’s a fool’s game to try and figure out “who” and “where” and “how”, but humor me. We had been wearing masks the entire time we were inside. That leaves me with 2 possibilities:
The 15 minutes at the bar where we both had a single drink. Masks off.
The concert where a few thousand people were screaming at the top of their lungs for 2+ hours. Masks still on – mostly!
Again, a fool’s game. It doesn’t really matter. We’d made it through the weekend feeling fine until Sara started feeling off later on Sunday, early Monday. On Monday afternoon, while I was on a conference call, she knocked on my office door, opened it and exclaimed that the home test she just took was positive. Covid: “gotcha bitch!”. I still tested negative at that time. Thus began the home quarantine scramble - masks around the clock, doors closed, me sleeping on the office pull-out couch, G spending all his time at home in his room, door closed. We’d been together 24/7 for days so it was inevitable that I would be the next domino, and I was. I started feeling crappy Tuesday night, when I ultimately tested positive.
Mind you, through all this, G has tested negative every day and has not once exhibited any symptoms. Covid is weird. Sure, we’ve done everything in our power to keep him safe from it, but still. Bizarre. Kids are exceptionally resilient.
Lastly, what was it like for me? In a phrase, “exceptionally uncomfortable”. Flu-like? Bad cold? There’s no way around it, the experience was shitty. Fever for 3 days and nights – Tuesday night through Thursday night and into Friday, when I must have sweat out the last of the worst of it. I did not get a decent night’s sleep until Friday night. Chest congestion was bad, sinus pressure, terrible cough, chills, muscle aches. Sense of smell and taste were completely gone through the worst parts but that could be chalked up to the congestion in my head instead of the covid side effects. I can (sort of) taste things again, albeit somewhat muted.
Looking back on this experience (and most of the reason I am writing this, because I would like to refer to my own thoughts if [and when] this happens again) I am left with two thoughts. First, we are exceptionally fortunate and lucky to have scientists who can create the vaccines and therapies that help keep the worst at bay. That’s all we can hope for at this point – just dull the worst of it! And the shots did the job. With my own, and my family’s, medical history I can’t imagine what sort of catastrophe would await me in the absence of a vaccine. Second, while I do not want to get this again, I hope the near-term future affords me the opportunity to enjoy the next month or two without fear of catching it. Antibodies, and all that.
I’d like to be able to say “Wellp, glad that’s over! Done with Covid”. But, dear reader, that too is a fool’s game.
1: “987 days” because we consider Mar 13, 2020 as the day Covid shut everything down for us. It was the Friday we received an email from our son’s daycare stating that they would be shutting down “for the next 2 weeks”. Haha - “the next 2 weeks”! Oh man, that is rich! Anyway, 987 days between Mar 13, 2020 and Nov 25, 2022.
2: Like raw-dogging rides on the MBTA. #Sorrynotsorry but I am never riding the T without a mask again. No thank you.
Hello, I'm Joel. Hi! 👋
An engineering manager in Boston.
Lapsed "tweeter" at @jayroh.
Here I write about my family, my (bull)dogs, code and technology, and working on a little passion project named