I've been building digital products for over two decades now, and somewhere along the way I figured out why some projects energize me and others drain me - even when they look similar on paper.
It comes down to what I call the "2 out of 3" principle. Every project has three potential qualities:
- Great people - the kind you'd grab coffee with even if there wasn't a project involved
- Interesting work - something that makes you think differently, solves a real problem, or pushes you technically
- Good money - either upfront or through future potential like equity or partnership
Here's the thing: you don't need all three. But you absolutely need at least two.
Why This Works
A fascinating project with amazing people but tight budget? I'm in. The energy and learning make up for the financial gap.
Well-paying work that's straightforward but lacks chemistry with the team? Probably not the right fit. Money alone doesn't sustain motivation when you're deep in the work.
An exciting venture with people you trust, where the money comes later through equity or growth? That's exactly the kind of partnership I love.
What This Really Means
This isn't about being picky - it's about being honest. When at least two of these elements align, the work feels right. You show up energized. You do better work. Everyone wins.
When only one box is checked, you're compensating. And compensation breeds resentment, shortcuts, or burnout.
The Surprising Part
The "2 out of 3" rule has made me say yes to projects I might have passed on and no to projects that looked perfect on paper. It's helped me build better relationships, do work I'm proud of, and stay genuinely excited about what I'm building.
It's not a rigid formula - it's a gut check. Before committing to anything, I ask myself: which two of these three am I getting? If I can't clearly identify two, it's probably not the right fit.
Sometimes the best business decisions aren't about maximizing every variable. They're about knowing which combinations actually work for you.
Originally published on LinkedIn.