The Tony Fadell three-generation rule tells us it took three tries for Nest, the iPod, and the iPhone to actually work. If a certifiable genius needs three tries, what makes you think you can design a flawless three-year master plan while working on your tan?

Hint: You can’t.

You’re sitting on a sunbed—or maybe just in your comfy office chair—watching the waves roll in. Or, more likely, watching your X feed and HackerNews with a fresh cup of coffee.

Ahead of you are three months of absolute freedom and zero financial pressure. Infinite space to build. It sounds like the ultimate founder dream.

But there’s an uncomfortable emptiness creeping in.

Here’s the thing: unlimited comfort is a cognitive trap. When you can do absolutely anything, you end up doing nothing because every new direction requires an uphill climb. You tell yourself you’re just “exploring,” but laziness wins because you lack a conviction engine.

I’ve written before about how your brain gets hooked on easy loops—like when I ditched social feeds for a private notebook. It’s the same trap here. Your brain doesn't actually want peace. It wants meaningful friction. If you don’t actively choose your challenges, your mind will invent stupid ones just to stay occupied.

You don’t need more rest. You need to figure out what you are doing, with whom, and why.

Stop staring at a blank slate of infinite possibilities. That is exactly how you stay paralyzed or intellectually numb—what I call Level 1 on The Dopamine Ladder. You need to narrow the field using constraints that filter out the noise.

I’m not gonna lie: I’m feeling it again too. My way out, that I used in the past and I will probably use again, is to start with people and make testing ideas feel quick and short.

Forget the product ideas or the market sizes for a second. Look at the people you want to spend your mornings arguing with in private Telegram channels, WhatsApp groups, or over coffee and a good cigar. If a space lacks high-signal operators who are actually fun to build with, do not enter it.

Your next move must start with finding ten people who actually give a sh*t about solving (or even just exploring) the same hard problems you care about and you can have a beer with them (even if virtual one).

You are too lazy to commit to a six-month exploratory project just to see if you like it. I feel you, me too. And that is completely fine. I don’t fight the laziness anymore — I bypass it.

Compress your exploration into a 48-hour micro-sprint:

• Map out a single-page Lean Canvas.

• Go deep research with Claude, Perplexity or Gemini.

• Make summary of opportunities and context in NotebookLM.

• Ship one public thread on X.

• Build a stupidly simple MVP.

Do not look for long-term commitment. Look for immediate, raw feedback to spark your interest fire. If you need a playbook for this, look at how Tony Fadell structured his cycles in Make It. Fix It. Fix the Business - and shorten it.

Are you building a real system that turns code into distribution leverage, or are you just chasing vaporware?

Too many founders make the mistake of building broad, empty spaces. It’s why I tell builders to stop building communities and build the tools they’re missing instead.

Please, only choose actions that provide clear, undeniable utility.

If an idea doesn’t solve a glaring bottleneck or an existential pain point for a specific, high-intent group — leave it on the beach. Your efforts would just drown in the noise that's getting worse and without a chance to stand out with clear positioning.

The summer break is wrapping up, and the beach crowds are thinning out. The goal isn’t to invent a perfect, flawless 10-year master plan while tanning.

The goal is to pick one fight worth winning with people you actually respect and want to spend time with.

Focus on people, instead of product ideas, is probably the best hack I see now.

Get off the sunbed, close the browser tabs, and design your first constraint.

• Comfort is a trap: Endless chilling rots your drive. Your brain requires structured friction to feel fully alive.

• Filter by people first: Choose your next domain based on the caliber of your collaborators, competitors or peers, not just the hype.

• Kill exploratory laziness: Run 48-hour micro-sprints to test ideas fast instead of drowning in endless research phases.

• Focus on clear utility: Stop building empty, broad spaces. Build the tools they’re missing and solve immediate, real-world bottlenecks.

Till next time, let’s BUILD BETTER!

— Pete (aka BFG)