You so hit the nail on the head: being awesome by doing CRAP that nobody wants to do, and making it into something easy. Interesting book called "The E Myth"

You so hit the nail on the head: being awesome by doing CRAP that nobody wants to do, and making it into something easy. Interesting book called "The E Myth" about entrepeneurship about 20+ years ago, talks about the myths of freedom to do more "worker" stuff, and the reality of building a business to provide a consistant user experience and a system to enable the workers to provide it. Seems along the same vein.