Building is the easiest way to avoid working

There is a version of productivity that is entirely fake. You design the dashboard instead of doing the thing the dashboard measures. You name the company before you have a customer. It feels like effort because it is effort. It just isn't the effort that moves anything.

The test I use now: if the task can be done at 2am alone, and the real task needs a phone call during business hours, I'm probably avoiding the phone call.