I was inspired by listening to a 66-minute interview with John O’Nolan about the nonprofit company he started to serve the publishing industry.

When John O’Nolan (@JohnONolan) set out to create Ghost, he made an unintuitive decision for a mission-driven founder: to use his skill set to tackle the obvious thing to work on, rather than chasing the most interesting thing to work on. But 8 years later, and perhaps as a direct result of that decision, Ghost finds itself in one of the most interesting places of any indie business I’ve had on the show: reinventing online publishing in the midst of a crisis for journalism, and making close to $2M/year while doing it.

O’Nolan talks about how the nonprofit structure helps align his incentives with customers and not just look for the big payout when the company sells out to a big player like Google or Facebook.