It’s okay to fall in love with your products and services.
The details of what you do, how you package and price it, your business model or the delivery mechanism you use, the craftsmanship… everything.
That’s all fine and well.
But if you want to be in business a long time, it’s a lot better to fall in love with the process of finding solutions to the challenges your ideal clients care about solving.
So yes, fall in love with your craft. But stay flexible about how you solve problems until you find what works—and then keep innovating forever.