Don't start a business

"With that alone, you can independently test an infinite amount of pet projects until one takes off."

I have three successful companies out of many attempts. Creating a bunch of small projects is how I failed. I succeeded when I focused on one project and made it into a success.

"Most pet projects go nowhere. That's because their owners don't treat them like legitimate products:"

This is contrary to the entire point of the article. Pet projects will go nowhere because they aren't products.

If you actually want to make money, treat it like a business from the beginning. If you don't, everything else in your life will take precedence over it and your project will stay a project forever.

The mistake I see is creating the business model last. With all of my new projects, I figure out the method of marketing and the business model first and build a project around it.