<?xml version="1.0" encoding="UTF-8"?><rss xmlns:dc="http://purl.org/dc/elements/1.1/" xmlns:content="http://purl.org/rss/1.0/modules/content/" xmlns:atom="http://www.w3.org/2005/Atom" version="2.0" xmlns:itunes="http://www.itunes.com/dtds/podcast-1.0.dtd" xmlns:googleplay="http://www.google.com/schemas/play-podcasts/1.0"><channel><title><![CDATA[Hesham Ashon]]></title><description><![CDATA[I write about branding, design, and the lessons I’ve picked up along the way.]]></description><link>https://heshamashon.substack.com</link><image><url>https://substackcdn.com/image/fetch/$s_!Tvrq!,w_256,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fd567d81d-16a5-4e4d-9283-4ef9a5d34401_1254x1254.png</url><title>Hesham Ashon</title><link>https://heshamashon.substack.com</link></image><generator>Substack</generator><lastBuildDate>Tue, 03 Nov 2026 23:30:24 GMT</lastBuildDate><atom:link href="iframe.php?url=https%3A%2F%2Fheshamashon.substack.com%2Ffeed" rel="self" type="application/rss+xml"/><copyright><![CDATA[Tom Pillar]]></copyright><language><![CDATA[en]]></language><webMaster><![CDATA[heshamashon@substack.com]]></webMaster><itunes:owner><itunes:email><![CDATA[heshamashon@substack.com]]></itunes:email><itunes:name><![CDATA[Hesham Ashon]]></itunes:name></itunes:owner><itunes:author><![CDATA[Hesham Ashon]]></itunes:author><googleplay:owner><![CDATA[heshamashon@substack.com]]></googleplay:owner><googleplay:email><![CDATA[heshamashon@substack.com]]></googleplay:email><googleplay:author><![CDATA[Hesham Ashon]]></googleplay:author><itunes:block><![CDATA[Yes]]></itunes:block><item><title><![CDATA[You Don't Need to See the End of the Road]]></title><description><![CDATA[Moving without a map]]></description><link>https://heshamashon.substack.com/p/you-dont-need-to-see-the-end-of-the</link><guid isPermaLink="false">https://heshamashon.substack.com/p/you-dont-need-to-see-the-end-of-the</guid><dc:creator><![CDATA[Hesham Ashon]]></dc:creator><pubDate>Tue, 29 Sep 2026 22:09:39 GMT</pubDate><enclosure url="iframe.php?url=https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fac507977-bacb-46ae-82da-4bec3c7487e3_1677x938.png" length="0" type="image/jpeg"/><content:encoded><![CDATA[<p>Sometimes I know I need to do something, but I keep delaying starting because I think this work might not get me the result I want.</p><p>And maybe not in the time I want.</p><p>I don't see when the result will come.</p><p>When this happens, I take a deep breath and say to myself:</p><p>Either I move or I stay where I'm at.</p><blockquote><p>Get busy living or get busy dying.</p></blockquote><p>That line comes from <em>The Shawshank Redemption</em>, and it stayed with me because that's how I think about doing something when I don't know what the result will be.</p><p>And something happens when you move.</p><p>Just starting feels like a small win.</p><p>Compared to when I don't start, it feels like I accomplished something. And that small win fuels the next move.</p><p>Then the next one fuels the one after that.</p><p>It starts to form a cycle.</p><p>At the beginning, the work feels hard. Then it becomes a little hard. Then it's doable. Then it becomes easy. And eventually, you go with the flow.</p><p>So you don't wait for the flow before you start.</p><p>You start, and the flow comes after.</p><p>The motion creates the positive emotion.</p><p>I think part of the reason work feels hard before you start is because you don't see the end. You don't know when the result will come.</p><p>But you don't need to know where it's going to lead.</p><p>When you move, you begin to see the next move. Then the next move. You collect feedback along the way until you get to where you want to be.</p><p>Think about driving your car at night.</p><p>Your headlights only let you see a little in front of you.</p><p>You don't see the end of the road. You don't see your final destination.</p><p>So you drive.</p><p>Then you see a little more.</p><p>And then a little more.</p><p>You keep driving until you get where you want to be.</p><p>I think working for yourself is a lot like this.</p><p>When you work for yourself, you are an entrepreneur. And an entrepreneur is someone who connects the dots, brings ideas to life, and manages risk.</p><p>So you have to accept the fact that when you do something, there is some risk that it will not get you the result you want.</p><p>That's different from what we are taught in school.</p><p>The school system teaches us that effort equals result.</p><p>You study and get your grades. You get your degree. You work a certain amount of time and get your wage.</p><p>But when you work for yourself, effort doesn't always equal result.</p><p>You make an effort to get feedback.</p><p>Then you iterate.</p><p>You get some other feedback.</p><p>Then you iterate again.</p><p>You can think about it like a lab where you do experiments, get feedback, analyze it, and then move forward based on that feedback.</p><p>You keep doing that until you get the result you want.</p><p>And when one of those experiments fails, you didn't waste your time.</p><p>You just discovered that thing doesn't work.</p><p>So you don't have to do it again.</p><p>It's like you are eliminating the things that don't work, so you improve your chances of landing on the thing that works.</p><p>That's why I don't think you need to know the end before you start.</p><p>You make a move.</p><p>You see what happens.</p><p>You get feedback.</p><p>Then you make the next move.</p><p>You don't need to see the entire road.</p><p>You just need to see a little in front of you.</p><p>Then you drive.</p>]]></content:encoded></item></channel></rss>