Around 2013 I was very good at Excel, and Excel was slowly ruining me.
The job needed SQL. I had built SQL up in my head into a wall — I’m a business person, I’d say, not a technical person, and they’ve got me doing technical things. It’ll take too long. It’s too hard. I’m not getting enough help.
So I stayed in the spreadsheet, where I was fast and looked competent.
Here’s the embarrassing part. I was using Excel as a WHERE clause. Dumping data in and filtering it. I was doing SQL’s job, with SQL’s logic, in a tool that made it ten times slower, and calling that expertise.
When I finally sat down and wrote actual queries, the surprise wasn’t that it was worth the effort. The surprise was that it was easier. All that time, the entire barrier had been something I made up.
I wasn’t avoiding SQL because queries were difficult. I was avoiding it because learning it meant putting down the thing I was already good at and being a beginner in front of people.
That’s usually what stuck is. Not missing information — I knew exactly what to do. It was that doing it required becoming a slightly different person than the one I’d already built and gotten some credit for.
The proof is what happened afterward. The guy who insisted he wasn’t an IT person now thinks technically before anything else, has administered systems, and reads through thousands of lines of code to find where a record went missing.
But the belief came after. It always came after. I never once believed I could do the thing until I’d already been doing it for a while, and I have never gotten that order to run the other direction no matter how badly I wanted it to.
Which brings me to the part I’d rather not write.
I have published three books. I’m in the middle of a fourth and a fifth is finished, waiting on illustrations. I’ve sold about thirty copies of everything, combined, in total, ever.
And I have been treating “having my own business” like something mystical sitting out at the edge of my vision. Like it’s a thing other people know how to do and I don’t.
Here’s the problem with that. I sell every single day. It’s most of my job. I walk into offices and persuade people to do things differently, I sell ideas and standards and solutions to problems they didn’t know they had, and I’m good at it — good enough that it’s what they pay me for.
I just can’t do it for my own work.
I know what this is. I recognize every symptom of it, because I spent three years in a spreadsheet running the identical program.
It isn’t a knowledge problem. I don’t need somebody to explain marketing to me. I need to be a man who asks people to buy his book, and I am currently a man who writes another book instead.
Writing another book is the small step. It’s the productive-looking one. It’s the Excel of this whole situation — the thing I’m already good at, done faster and better, in service of not doing the thing.
I don’t have the ending for this one.
A year from now I’ll either have asked somebody to buy something or I’ll have four more books and the same thirty copies. I know which one I’d like to report. I also know that the guy in 2013 knew exactly what SQL was for, and could have told you at length why he should learn it, and sat in that spreadsheet for three more years.



