What project would you be happy to devote 50 years of your life to, despite (or because of) it only being 10% done when you die?
Ht @hannu @gwern and Antoni Gaudi for inspiring the question
"‘Rather, you are continuously summoned to solidarity,’ summoned not by any ‘external compulsion’ but ‘from within yourself’. You cannot do otherwise. And the same went for Saul: if it comes from within yourself, then you cannot do otherwise. No novelist can." - Martin Amis
If you're small, you're in a position where it's to your advantage to be weird—you can have a point of view that the big tech companies never could. In the world of chairs—you're not going to build a cheaper chair than Ikea. Why not build something they couldn't—like a more interesting one?