Finkelstein said it will be cheaper and also likely a more effective way to grow a new business. Spend the time to learn about the micro-influencers across social media, including those on subReddits and Pinterest boards who are driving engagement in niches key to your business demographic. He shared a few lessons he has learned firsthand from running his side hustle and impressed one big lesson on other retail startups: don't allow chasing big-name influencers on Alphabet 's YouTube, Meta Platform 's Instagram and TikTok to become a version of your own side quest in seeking success. Sometimes this can be worth it, especially when engaging the side quest creates the conditions by which the main quest can become more successful."īut Finkelstein also had another side business on his mind last week in an interview that had been pre-taped for CNBC's Small Business Playbook event, the loose-leaf tea side hustle, Firebelly Tea, that he co-founded as an independent entrepreneur. Shopify CEO Tobi Lütke had written in a memo to employees explaining the decisions that "Side quests are always distracting because the company has to split focus.
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