'Just' making money is not very hard in IT. We have been for decades and it's only growing; we do emergency software fixes which means we can ask whatever. We do not, we have a high hourly rate but it is usually clear what it will cost. We don't grow because I do not want a big company and good people are almost impossible to find, but there are way too many projects as, and I know HN doesn't believe this in a survivor bias kind of way, software is getting worse very fast (thanks node and python; and we used to laugh at php; that's more or less a joy these days) so our regular clients are calling more often year after year and new clients come in at a rate I don't care for. But the dream still is products, not consulting; I sold my first product company 25 years ago; I shouldn't have. Nice money but I want it back; consulting is nice and we make a lot for the past 25 years, but making products is nicer so we are now doing 50/50 products vs consulting and hoping it will work. We don't have to work for decades already but why not if it's fun?