Horizon Therapy


I was walking home from an entrepreneurial event the other day when I stopped to look at downtown Reykjavik from my elevated position.

I leaned against a stone-and-mortar wall running the length of the sidewalk and ran my eyes over the beautiful colors of the buildings, the clouds contrasting with the lines of the architecture. I looked over at a bird that was crooning out a love song a few feet away before returning my gaze to the horizon.

The past several weeks have been intense and at some points a bit stressful. The combination of learning a new city and building up relationships within it while also learning the ropes of a new aspect of business isn’t easy…there’s no sense of security and everything – from relationships to financial status – seems more nebulous than usual.

Little flakes of ice started to flitter down from the sky, and the sunlight they seemed impervious to made them sparkle as they landed on my eyelashes and the back of my neck. The chill was invigorating and seemed to loosen something stuck in my brain; thoughts that had been weighing on me spilled to the forefront of my mind.

I’ve been speaking to investors and incubators, and the whole process seems so arcane to me.

I know how to run businesses – how to make money from nothing – but all the legalities, paperwork, regulations and equity plans are things that I’ve tended to avoid in the past. What if I make a misstep and pull my team down with me? Do I take some time back in the States after Iceland to make sure the foundation of the business is sound, and so that investors can meet me in person and see that I’m not an absentee-CEO?

There have been some opportunities to work with other entrepreneurs and some large companies here in Reykjavik. Should I break new ground and start officially working with locals when I’m in town, or stick with the more tax-friendly option of doing business online only, and keeping any local work under-the-table or on a barter-basis? How much do I want to learn about international tax law?

And how about the other opportunities that have been springing up? The import-export concepts? The side-businesses that I’ve put on hold in order to focus on Ebookling? Will they be able to scale on the Ebookling platform like I hope they will?

Am I following the right path? Am I spending enough time making sure that I’m philosophically fulfilled? Does any of it matter if we can’t define reality to begin with? What impact will quantum tech have on my day-to-day existence? Will I be able to buy a spaceship in my lifetime, and if so, how far will I legally be able to travel before breaking space-laws? Will the word ‘lifetime’ still have meaning by the time I’m 100? How much of what I know is fact and how much is so bias-laced as to be useless?

As each thought arrived, each melted away like the flecks of ice falling from the sky after a few seconds on my skin.

A calm certainty came over me and I laughed like a crazy person, though thankfully the street was empty in both directions. The only strange look I got was from the bird, who turned its head toward me – its rhythmic warbling interrupted – in order to flash me a look that seemed to say ‘All better now? Mind if I get back to singing?’

Yeah, it’s going to be good. Sing on.


  1. Those questions are a good sign, you should be worried when you stop asking about your own world, that means that you are way too comfortable, something that I just can’t imagine, after all you are the one truly jumping into life itself!

    I’m glad that you trust yourself on every choice, after all, there is no question that can drag you down.

  2. I think we all ask ourselves questions all the time for each aspect of our lives because nothing is set in stone, there is no clear route to follow and i guess we just have to believe it’s all gonna be okay at some point. Somehow, it feels good not knowing, it feels that there is this part of adventure and unknown ready to be explored.

    On an end note, im sure you gonna find the answers to your questions :)

  3. In my opinion, do what you have to do to make ebookling what you want it to be. It’s obviously a very important and challenging thing and if you have to take a break from being out of the States for a while so be it. It’s a great idea and it’s getting a lot of attention.

    If there’s anything I can do to help let me know!

  4. Colin,

    I subscribe to this philosophy: If you want a better answer, ask a better question. You are one of the few people I read (online, that is) because you ask high quality questions of yourself. I’ve seen you grow—as a leader, as a writer, as an entrepreneur—over the last few years, and consequently I’ve learned quite a bit and have grown as well.

    The questions you asked yourself in this post are good questions. There obviously isn’t one blanket answer, but it sounds like you are getting closer to *your* answer.

    Good luck.

    Joshua Millburn

  5. We tend to think too much.
    We tend to over-complicate simple things.
    And when we think to much and complicate stuff it is good to stop…

    …and then figure out what you enjoy to do right now and what you would enjoy to do in the future and there is your answer. :)

  6. Those questions wouldn’t be so interesting if you already knew the answers. Isn’t that why the process of getting there is usually more important than the goal itself?

  7. ….time “in between”, where it seems nothing is really moving forward, when it seems we just have an alibi to justify lazyness, it´s the most solid time. Great you are able to just…interrupt yourself! That´s what “travelling” is about…we decide we know nothing! And then priorities will slowly come to our brain and heart, effortless, by themselves. We can fight to grow and achieve many things, and to survive,…. but if we go on a straight line knowing exactly what´s the result supposed to be, what else new can we find out? how can we all be surprised? To be or not to be…unpredictable!

  8. Embrace each moment, and as Paul Theroux wrote in To the Ends of the Earth, “It is fatal to know too much at the outcome: boredom comes as quickly to the traveler who knows his route as to the novelist who is overcertain of his plot.”

    You are one smart cookie and I know you know this … your work, your creations, your life, is incredible. So proud of you.

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