Cato Hoeben

Shaping the day around what you love doing, enjoying a lifestyle that suits you according to your schedule, one that fits around how you work rather than that of an employer. Or maybe just imagine being able to free up time to spend with your family and friends or choose when you want to take holidays at a moment’s notice.

I had spent almost no time on it, with no market research, no analysis of what was in demand, nor a business plan. I had just dipped a toe in it, and it felt good.

increased their spare time to be with their family, while others have maximised other things they value in their life such as ecology or social work.