Why You Don’t Want to Start A Coffee Shop

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A reader wrote:

What do you think about starting a coffee shop?

I think that many people think that they want to start a coffee shop, but, in fact, what they really want to do is to hang out in a coffee shop all day and get paid for it.

We’re very good at recognizing which goods and services give us pleasure. We’re not so good at figuring out whether or not a business that provides those things would bring us more or less pleasure than the things themselves.

Readers, what do you think?

Photo by mangostock/ShutterStock.


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