How Hard Could It Be?: The Unproven Path

I have some ironclad rules for starting a technology venture. I broke a bunch of them when I started my latest technology venture.

Then one day this guy named Jeff Atwood called me up. Like me, Jeff had a blog, on which he mulled various programming topics. He wrote well, so he was attracting quite a following. He had begun to put advertisements up here and there, and was making a little bit of pocket change, so he started thinking, Gosh, I can do this for a living. It sure beat the heck out of his day job working at a California company called Vertigo Software, which is where he was when he called me, asking for advice.