What we love is a gift the era has already created and handed to us. Earlier people built the culture, the technology, the product, the experience — that is how we came to touch it, and to love it.
The thought completes itself in three views of the mountain. First, the mountain is a mountain: do what you love, because you love it. Then the mountain is not a mountain: passion is not market demand — don’t run on love alone. Finally the mountain is a mountain again: in the end you still do what you love, only now you understand why — if something moves me this much, there are very likely others who love it the way I do; understanding them and letting more people enjoy what they love, at lower cost and with a better experience, is where creating value starts.
The turn inside this logic: stop asking “can what I love make money,” and start asking “what do the people who love what I love need.” Loving something becomes a mechanism for discovering need — a founder who is the user lives inside that need every day. For us, the thing loved is the wearable character image: a Second Identity made affordable for everyone.
But love is a lead, not a validation.