I used to believe that a product business would free me from the hours trap of consultancy — billable hours capped my revenue, so I’d build something that worked “for” me instead. I no longer believe that. Engaged work doesn’t get lighter; it just changes shape. I work at least as hard now, often harder, because the ceiling isn’t hours anymore, it’s ambition. What changed is what the hours buy: leverage, not relief. If you care about the work, effort scales with the opportunity, not the business model.