I found it confusing. Article says "Do the work" but gave 2 choices for the friend: "What’s the priority? Writing software for future use cases, or finding an assembler to build the signs for him?" If the friend wants to grow the project into a business, this is a false dichotomy. The friend should be doing both: adding value to his project by doing what he does best (enhance the product offering) as well as delegating jobs that someone else can do (find a builder). Either choice is "doing the work". Also, the friend has to be able to walk and chew gum at the same time if he wants to expand.