In this Shop Talk, we reflect on a simple question that can haunt all of this: What do we need to quit so our best work can truly live? Featuring Erik Løkkesmoe's powerful essay "I Quit," Coach Bill explores the things that quietly pull us away from meaningful work—chasing applause, feeding the algorithm, climbing ladders, waiting for permission, and letting urgency replace purpose. Sometimes the most important step forward isn't doing more—it's having the courage to let something die. Check out Erik’s Substack here Support the show: https://www.normalfolks.us/#joinSee omnystudio.com/listener for privacy information.