diff --git a/src/pages/blog/just-do-something-literally-anything.vue b/src/pages/blog/just-do-something-literally-anything.vue
index 9e2750f..cd40f85 100644
--- a/src/pages/blog/just-do-something-literally-anything.vue
+++ b/src/pages/blog/just-do-something-literally-anything.vue
@@ -15,6 +15,9 @@ seo({
 <template>
     <article class="prose prose-red mx-auto py-12 px-4">
         <h1>JUST DO SOMETHING LITERALLY ANYTHING</h1>
+
+        <p class="text-xs">January 21, 2024</p>
+
         <p>
             It's 5pm on a Sunday and I've knocked out a ton of tech debt on my
             personal projects, written a blog post, updated my side projects,
diff --git a/src/pages/blog/startups-are-not-lottery-tickets.vue b/src/pages/blog/startups-are-not-lottery-tickets.vue
new file mode 100644
index 0000000..22272bb
--- /dev/null
+++ b/src/pages/blog/startups-are-not-lottery-tickets.vue
@@ -0,0 +1,222 @@
+<script setup>
+seo({
+    title: 'Startups Are Not Lottery Tickets',
+    description: 'A side project won\'t become a unicorn by accident. Stop imagining yours will.',
+    imagePath: '/blog/death-of-formcake.jpg',
+    imageType: 'image/jpeg',
+    imageWidth: 800,
+    imageHeight: 511,
+    type: 'article',
+    published: '2024-01-21',
+});
+
+// https://search.google.com/test/rich-results
+</script>
+
+<template>
+    <article class="prose prose-red mx-auto py-12 px-4">
+        <h1>Startups Are Not Lottery Tickets</h1>
+
+        <p class="text-xs">August 17, 2024</p>
+
+        <p>
+            A side project won't become a unicorn by accident. Stop imagining
+            yours will.
+        </p>
+
+        <figure class="text-center">
+            <img src="/blog/is-this-a-startup.png" alt="Is this a startup?" class="m-auto" />
+            <figcaption>
+                Lottery tickets are not startups.
+                <a href="https://knowyourmeme.com/memes/is-this-a-pigeon" target="_blank">Know your meme</a>.
+                <a href="https://www.flickr.com/photos/barbourians/8425673057" target="_blank">Photographer</a>.
+            </figcaption>
+        </figure>
+
+        <p>
+            We are all familiar with the lottery ticket nature of startups. If
+            your startup has the right tech, the right audience, the right
+            people, the right timing, etc etc, … you <strong>might</strong> hit
+            it big and become a multi-million or even multi-billion dollar
+            company. The initial investors, c-suite, and founding engineers make
+            a fuck ton of money and everybody rides off into the sunset on the
+            back of the unicorn. If however the startup fails
+            (<a href="https://www.google.com/search?q=startup+failure+rate" target="_blank">which is by far the most common result</a>)
+            then everybody packs up and tries again on the next one. There are
+            huge rewards for the winners while the losers get little more than
+            some experience and a conversation starter for their resume.
+        </p>
+
+        <p>
+            I'd like to talk about this perspective as a founder of several
+            startups. While it can be applicable to employees (and I am an
+            employee of
+            <a href="https://parrot.ai/?utm_source=jdw.me" target="_blank">a startup</a>),
+            I'm focusing primarily on the founder's experience here. In
+            particular I'm speaking to the experience of software engineers who
+            start a side project while maintaining a full time job. In my
+            experiences doing just that, I've finally realized that
+            <i>as a founder</i> I have treated each side-project-startup like a
+            lottery ticket. I invest my time and energy into them with the
+            reservations of someone who is leery of the gamble. I don't allow my
+            startups to be too important to me because if (when) they fail no
+            big deal, it's just a lottery ticket! If it happens to explode in
+            popularity then great, I win. If it doesn't… who cares?
+        </p>
+
+        <p>
+            I am an optimist. I will occasionally buy a lottery ticket because
+            there's a part of me that goes "ooh, but what if" and I give into
+            that. I am a realist. When I buy a lottery ticket I roll my eyes a
+            little bit and know that my odds of winning the big prize are
+            virtually nil, so I don't really spend more than a couple bucks on
+            it every few months or so. I have never won the lottery. I doubt
+            that I ever will.
+        </p>
+
+        <p class="font-bold">
+            If I buy a lottery ticket with the expectation of losing, won't my
+            projects suffer the same fate when I work on them with that mindset?
+        </p>
+
+        <p>
+            So far… yes.
+        </p>
+
+        <h3>A Case Study: Formcake</h3>
+
+        <p>
+            Formcake was a platform for handling POSTs from html forms. Its
+            primary use case was connecting your form's submission data to you
+            without writing any more code than
+            <code>&lt;form target="https://formcake.com"&gt;</code>. It was
+            particularly useful for any static site that needed a contact form.
+            Three of my friends and I worked on it for about four years. A few
+            weeks ago we shut it down. We failed.
+        </p>
+
+        <p>
+            I failed.
+        </p>
+
+        <p>
+            This is not the first time I've failed. I have a long list of side
+            projects over the past decade that have all ended more or less
+            ignominiously. However, this one hurt and it hurt because I believed
+            that Formcake had promise. Hell, I still believe that.
+        </p>
+
+        <p>
+            There are a litany of reasons why Formcake died… poor marketing,
+            lack of focused product niche, scammers abusing the platform (a
+            surprisingly pervasive problem that attracted attention from
+            government agencies across the world), lack of integrations, and a
+            lack of interest from its creators. Yet despite all those issues we
+            had a core group of users who liked the product and used it
+            religiously, myself included.
+        </p>
+
+        <p>
+            There were many things we could have done to turn Formcake into a
+            success. I won't speak for the other founders, but for myself, by
+            the end I couldn't bring myself to do that work because I had firmly
+            placed Formcake into lottery ticket status. Fixing any of its issues
+            required significantly more work than a lottery ticket deserves.
+            To be honest, I hadn't even realized that I was thinking about it
+            that way until after we had shut off the servers.
+        </p>
+
+        <p>
+            Consider marketing. I would need to build out social media presences
+            on at least one platform, probably several. I would need to spend
+            some money on targeted ads. I might have to hire someone to write
+            copy and build out a marketing strategy. No way am I doing any of
+            that for a lottery ticket.
+        </p>
+
+        <p>
+            Consider scammers. We could do some naive testing against submission
+            data and flag anything with the word "password" in it for review. We
+            could have thrown sampled data at some AI service and asked it if it
+            looked like phishing (I actually did this a little bit manually and
+            it was detecting phishing submissions surprisingly accurately).
+            Guess who's not doing that work for a lottery ticket.
+        </p>
+
+        <p>
+            And on and on and on.
+        </p>
+
+        <h3>Mindset Shift: You Don't Have to Build a Unicorn</h3>
+
+        <p>
+            Startups do not just magically become unicorns. They're not actually
+            lottery tickets. If you want to build a company that looks like a
+            lottery ticket to the outside world, you have to invest a huge
+            amount of time and energy in it. Like, a staggering amount.
+            Imagining your side-project-startup will become a unicorn is like
+            expecting to have a bodybuilder's body because you did one pullup
+            last Tuesday. In my professional life I have worked for companies
+            that have unicorn status as a stated goal. It is a full time job for
+            many people across many disciplines. It's exhilarating work and I
+            love it… but it's not easy, it's not accidental, and it's really
+            not luck.
+        </p>
+
+        <p>
+            I do not have the time, energy, or skill to build a unicorn as a
+            side project.
+        </p>
+
+        <p>
+            Holy shit! I don't have the time to build a unicorn! Why am I
+            worrying about unicorn problems? I am not making something that will
+            turn into a lottery ticket, and I am not making something that might
+            one day be worth a billion dollars. I'm not! I want to make useful
+            tools that solve problems for real people while making a few bucks.
+            I don't need millions I just want vacation money, you know?
+        </p>
+
+        <p>
+            For the software engineers who are making things on the side please
+            consider this: we often put "startup" on a pedestal and associate it
+            with everything Silicon Valley. I know I did. Even when my stated
+            goal was "make a bootstrapped startup" I had an idealized version of
+            what a "startup" was in my head. I also had a naive idea of what it
+            took to win the lottery of startups. I adjusted the level of effort
+            I put into things based on these ideas and it has killed my projects
+            over and over and over.
+        </p>
+
+        <p>
+            I'm going to make more things. It is fun, satisfying, and fulfilling
+            to create. But this time, next time, I won't let it be a lottery
+            ticket.
+        </p>
+
+        <p>
+            Stop 👏 treating 👏 startups 👏 like 👏 lottery 👏 tickets
+        </p>
+
+        <hr />
+
+        <!--
+        <p>
+            <NuxtLink to="/blog">Discuss on Reddit</NuxtLink>
+        </p>
+        -->
+
+        <NuxtLink to="/blog">Blog</NuxtLink>
+
+        <hr />
+
+        <figure class="lg:mt-0 text-center">
+            <img src="/blog/death-of-formcake.jpg" alt="I spy bears and cars" class="m-auto" />
+            <figcaption>
+                I feel some kind of way about the death of Formcake.
+                <a href="https://www.youtube.com/watch?v=tvNSXS4x9nc" target="_blank">Mood</a>.
+                <a href="https://unsplash.com/@jetztabertempo" target="_blank">Photographer</a>.
+            </figcaption>
+        </figure>
+    </article>
+</template>
diff --git a/src/pages/index.vue b/src/pages/index.vue
index 1581dd1..63c48db 100644
--- a/src/pages/index.vue
+++ b/src/pages/index.vue
@@ -28,10 +28,12 @@ seo();
                 - An authentication/user service that is currently in closed beta
             </li>
 
+            <!--
             <li>
                 <a href="https://Formcake.com?utm_source=jdw.me">Formcake</a>
                 - A backend service for any HTML form. It's fast and easy to use
             </li>
+            -->
 
             <!--
             <li>
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