A few years ago, Volkswagen ran a campaign called “The Fun Theory.” The idea was simple: you can change people's behavior by making the right choice the fun choice. In one experiment, they turned a set of subway stairs into a giant working piano keyboard. The result? 66% more people chose the stairs over the escalator.

That experiment has stuck with me ever since, because it asks a question every entrepreneur should consider: is your business fun?

Fun Is a Business Strategy

I am not talking about fun in a frivolous way. I mean genuinely enjoying the work you do and creating an experience that your customers enjoy too. When your business is fun for you, you show up more consistently. You bring more energy to your content. You are more creative in solving problems. And when it is fun for your customers, they come back, they tell their friends, and they become loyal advocates.

Think about the brands that stand out in your mind. Southwest Airlines built a massive business in part because their customer service was genuinely enjoyable. Zappos did the same thing in e-commerce. These companies did not just compete on price or features. They competed on experience.

Making Your Business More Enjoyable

If your internet business has started to feel like a grind, that is a warning sign worth paying attention to. Here are a few questions to ask yourself:

• Do you enjoy creating content for your audience? If writing blog posts or recording episodes feels like pulling teeth, maybe you need a different format. Try video, try podcasting, try short-form content. Find the medium that energizes you.
• Do your customers enjoy interacting with your brand? Look at your emails, your website, your social presence. Is there personality there, or does it feel corporate and stiff?
• Are you working in a niche you actually care about? Passion fades, but genuine interest in your topic makes the long hours bearable and even enjoyable.

The Bottom Line

Building an online business is hard enough without making it joyless. Find ways to inject fun into your process and your customer experience. The businesses that last are usually the ones where the founder actually enjoys showing up every day.

For more on building a business you actually enjoy, listen to the Late Night Internet Marketing Podcast.