The Great Debate: Is Following Your Passion Bad Business Advice?

Paula lives, breathes and knows everything there is to know about antique dolls, so she decides to start selling them online. Randy wants to start an eCommerce business, so he does his keyword research, analyzes the data, susses out the competition and decides to sell accessories for mobile homes.  He knows nothing about mobile homes and, to be frank, has zero interest in them. But he smells opportunity.

It’s hard to know who will do better: Paula and her expertise or Randy and his research-driven approach. Practicality and passion are often at odds with each other when it comes down to it. If you’re divided on if Paula or Randy have the winning business model, you’re not alone.

We turned to the experts and polled eCommerceFuel members to see which route they took when they decided to start an eCommerce venture. Whether you decide to start a business based on a personal interest or go with a data-driven approach, one common thread seemed to be woven through everyone’s story: practicality always plays a part.

“For Me, Business Is The Passion”

Ben Camerota had no real interest in banners and signs, even though it’s what he now sells on a daily basis. “Even if my current business was totally systemized and could run without me and I had the opportunity to start another venture, I’d still go the practical route,” says Ben, owner of MVP Visuals. “For me, running a business is where passion comes into play, not necessarily what I sell.”

It all started with the book “E-Myth” by Michael Gerber and a light bulb went off for Ben. “The basic premise is that if you love arts and crafts, that doesn’t necessarily mean you should open an arts and crafts store,” he says. “The approach taught was that you’ll be successful if you work on your business, not necessarily in it.”

After looking into businesses that were small (but not too small) and nichey (but not too nichey), Ben learned of a business for sale where the owner was simply burnt out. “It was a business where I could see how I could grow it and make it more profitable. It ticked off all the boxes on my list. It didn’t matter that it was branded displays – it could have been teapots.”

You’ll be successful if you work on your business, not necessarily in it.”

Ben believes that passion can actually be an obstacle for people looking to start their own enterprise. “There’s this belief that we all need to be passionate about our jobs. I think this is a crazy and false hope and not realistic for the average worker. And that’s okay. For me, it’s better to derive happiness from other things in my life like family and friends. But that’s not a dreamlike narrative. You can’t sell a book on that,” he says.

“My Expertise and Passion Sets Us Apart”

When you’ve been a ski instructor for over ten years with over 19 winter seasons teaching people how to hit the slopes, it’s safe to say you’re an expert. Richard Ross, founder of AussieSkier, runs Australia’s leading online retailer of ski equipment. And he’s got the passion to back it.

“For me, it’s easier to find motivation to work on something that you have a natural affinity for,” he says. “It’s why I’d always choose a niche that involves passion.”

Richard didn’t seek to start a business and then decide to go into the ski industry. Instead, the idea slowly manifested. He started posting photos of his ski adventures in forums where they became increasingly popular. Rather than offer the traffic to the forums, he decided to put up his own masthead and start a blog. As his ski blog grew in popularity, he realized he could monetize it.

Aussie Skier

“This was after the global financial crisis when display ad revenue plummeted and the affiliate marketing scene was not yet mature enough. I realized I’d have to sell things online if I wanted to make money.”

He decided to conduct an SEO experiment by adding WooCommerce to his blog on WordPress. He put up knowledgable reviews of products he had used and liked. After a year, the organic traffic was strong enough to start selling. From a practical standpoint, he had found a solid and viable niche, even though it was a niche he knew and loved.

“Our unique selling proposition is that I’m an expert in this niche. My passion definitely helps as it assists my authority when making recommendations and customers are far less likely to second guess,” he says. “I also think it allows me to work harder as a lot of what I do doesn’t feel like work.”

“I’ll Never Mix Business With Pleasure”

It was Rick Vaughan’s brother, an already successful eCommerce entrepreneur, who gave him a piece of advice that stuck with him. “He told me to view myself as an internet retailer, meaning my job is to find products that sell profitably online,” says Rick, owner of The Writing Pen Store and multiple other sites.

“He told me not to confine myself to a certain niche, hobby or interest. He reiterated that to be successful at eCommerce, you have to find products that sell well and are profitable. And you need to be willing to change the products you sell if you find they are not working.”


It took Rick and his wife almost seven years to turn their eCommerce side business into their full-time jobs. And it wasn’t passion for the products that took them there. It was pure research.

“We had some basic parameters. Space was limited, so the products needed to be small. Since PPC advertising was going to be a huge part of our plan, the products had to have specific or branded keywords that we could advertise for easily. From there, we just threw ideas at each other. I would look up keywords in Google to see if the ideas had any possibility. We also spent a lot of time walking malls and shopping centers observing what people were buying,” says Rick.

When I’ve worked on business projects that are related to a hobby or passion, it was too easy to miss the red flags about whether the products would sell profitably on the internet.”

On one of their many research excursions to the mall, he found himself standing in front of an end cap at Brookstone displaying all sorts of unique pens. “I remembered that in my research ‘fountain pens’ kept coming up in queries. And then, the light bulb went on. Pens! They are small and lightweight, easy to ship and there’s a huge variety available.” It was there that a business was born.

Rick doesn’t think his practical approach has any downsides when it comes to running his business. “I evaluate products based on whether they will make money, not on whether I think they are cool,” he says. “When I’ve worked on business projects that are related to a hobby or passion, it was too easy to miss the red flags about whether the products would sell profitably on the internet.”

Rick insists that the practical approach to eCommerce is the way to go, especially if you want to maintain a consistent business model to provide for your family—and yourself. But it’s not that he’s never tried the passion approach before. It just didn’t pan out.

Rick and his family love saltwater reef aquariums and had success breeding and raising seahorses, so they decided to see if they could monetize their hobby. “We fine tuned our approach and invested in equipment to scale the operation. It required an excessive amount of time and mental energy,” says Rick, “But we found that the effort to monetize our hobby was taking so much time that our love for the hobby got crushed. That to me is the danger about mixing business with pleasure.”

“I Just Followed My Gut”

Charles Davis didn’t set out to go the practical route. His first attempt at launching a business was a passion project. “Years ago I chose a field based on passion: the automotive industry,” he says. “I would spend all day working on cars that when it came time to work on my own projects, I just didn’t want to. I quickly got burnt out from doing it all day, every day. The hobby I loved to do in my free time was just like work. Now I keep my hobbies and passions separate from my work.”

Though some argue that the practical approach to building a business is easier for turning a profit, that doesn’t mean there’s nothing to it. “One hindrance is initially learning all the products and how everything works when you’re starting in a niche you know nothing about,” says Charles Davis, owner of Rogue Hydro, an indoor gardening business.

For Charles and his wife, the challenge was learning about different products, many of which were very technical. “There’s various plant fertilizer and supplements, hardware, electronics, electrical products, HVAC, and more in our niche. But once you’ve got that product knowledge, you do remove that disadvantage,” says Charles.

Though Charles took a practical approach to finding a business, a lot of it came down to following his gut too. “I’d love to say I did all the proper research, poring over spreadsheet data before entering the industry but a lot of it was just gut feeling. A practical gut feeling, but a gut feeling nonetheless,” he says. “When I entered the industry the online market wasn’t too flooded with competitors and the barrier to entry was relatively low, but high enough to block lots of dropshippers and those without cash flow.”

The medicinal gardening industry had done well during the recession and was growing at a decent rate. Charles also witnessed the laws across the U.S. changing as well as the general public’s view on marijuana. Since starting the business, a handful of states have passed recreational laws and even more have passed medical use laws. He expects that the business will continue to grow.

His advice for those deciding between passion or practicality? “I would always go practical. There are reasons why they say the carpenter’s house always needs work or the cobbler’s children have no shoes.”

Which Approach Is Best?

As I mentioned initially, I asked members of the eCommerceFuel community what approach – a passion or practical one – they had followed when starting their business.  50% of members that voted picked their niche based on practicality alone.  36% went purely with their passion and 13% selected a combination of the two.

Of those that indicated a combination, the vast majority described their decision as a practical one at first.   But eventually their business became something that were wholly invested in and passionate about. That’s great news for business owners that want to be passionate about what they sell–it’s always possible to turn a seemingly boring niche into something you can later be super amped about.

Practicality wins again when it comes to earning potential.   65% of business owners who took the practical approach owned a store generating $250K or more in revenue annually. Only 41% of those in a passion-driven niche were in the $250K or higher bracket* for annual revenue.

For any new business to succeed, taking a practical approach is obviously a key component. Even if you’re ready to take your love of antique dolls to the next level, you’ve got to use more than just your product knowledge to get you there. “If you want to guarantee success no matter what”, says Ben, “Just be passionate about growing a business.”

Are you an eCommerceFuel member? Weigh in with your own experiences in our passion versus practicality discussion in the private forum. To connect with the store owners profiled in this piece as well as other experienced eCommerce professionals, apply to join us today.

*Numbers were from a study of 46 members polled in our private community. Percentages were calculated based on members that disclosed their annual store revenue.

Feature Photo: James Ellerker/Guinness World Records. Ski Photo Courtesy of Richard Ross. Meme Photo: QuickMeme

As the eCommerceFuel's Content & Community Manager, Laura is responsible for connecting members and curating content in our private community as well as ensuring top-notch content here on the blog.

She currently lives on an island twelve miles off the coast of Maine with two cats, a dog and her lobsterman husband.

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  • Your passions may be ill-suited for work, but your work should not be ill-suited for your passions.

    I find I do my best work when I’m excited about what I’m doing, I can’t help but think about it in the car, doing the dishes, any time my mind is idle. That said, I don’t think every passion translates to something smart to work on. I really enjoy video games, but the rest of my skills (and the glut of supply in the market) make it a bad passion to explore through work.

    I don’t passion has to be contained to the product you sell either. I sold prom dresses online for a while and I was excited about it. Not because I gave a damn about prom dresses, but because I liked how I was marketing it, the nuts & bolts of what I was doing. The product wasn’t the passion, the marketing vehicle was.

    Just my $0.02.

    • Well said, Dave! I 100% agree. It’s not always the product that has to drive passion. Thanks for reading!

      • Nice piece Laura. Love the interviews and dialog interwoven with advice. Passion is a funny thing. The same lessons definitely apply to others, particularly youth, trying to find work they enjoy.

  • I started as a business to make some side money, but was amazed how quickly the business has grown and the high demand in the market. The monetary rewards definitely has encourage me to invest more time, energy and $ into the business and it’s even more rewarding to see that it pays off, quickly.

    I am fortuntely that my passion is practical.

  • I think Charles Davis nailed it in this article when he said that when you don’t pick a niche that you are passionate about, the “hindrance is initially learning all the products and how everything works when you’re starting in a niche you know nothing about.”

    That takes time! I have built many successful eCommerce stores, none of which I had any expertise in or passion for, initially. You’d be amazed how passionate you can become about a niche when it starts generating real income and how much of an expert you can quickly become.

    Does that mean you should throw away your passion and look strictly at dollars when choosing a niche? Heck no. If you have a passion for something and some expertise, you definitely need to take a look at eCommerce opportunities in that niche. You are WAY ahead of the learning curve when you know a niche inside and out. If those opportunities aren’t there due to competition, sourcing or profitability, though, you need to let it go.

    The time and energy required to be truly successful in eCommerce dictates that profits need to lead the way in your decision. There’s a whole world of products out there just waiting for people to explore a new passion they never knew they had inside them.

  • Hey Scott, I agree with Charles as well. Although I had never thought about selling branded displays prior to my current business, I’ve become passionate about our manufacturing process, the team we have here, and the growth we’ve experienced. If you’re passionate about entrepreneurship, it’s easy to find reasons to be excited!

  • So the key take away I get here is regardless of whether your passion is product or process driven, commercial viability is a must.

    Thanks for the balanced post Laura

    • That was my takeaway too, Jacob. No matter what there’s got to be an element of viability in there!

  • I don’t think running a business on passion matters, the only criteria should be whether it actually makes money. I started an ecommerce store and last year was profitable as I made around ($) 1000 revenue. But this year it’s been difficult as I’ve only received 2 order and this was at the start of the year and since then it’s been unusually quiet – no orders.

    Do you think I should quit the store as I’ve already paid for this year up till next year, thinking that my store would even have more orders than last year but nothings happening.

  • Nice post Laura…thought provoking. Its not rare to come across entrepreneurs who chose a niche just based on their interest, often with practicality coming as an afterthought….and eventually winding up.
    I’d also add that passion can as well be nurtured once blood & sweat is expended on a particular business. So, I’d rather be a pragmatist and improve my chance of succeeding.

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