I don't have the reference now - I think it was mentioned in The Economist - but I remember reading that the inability to sell is pretty strongly correlated with honesty. Unfortunately, selling your product is still an unavoidable part of any side hustle, if one wants to make a go of it and is also highly honest, I think the amount of effort spent on sales simply has to go up. Some people whose honesty I admire have been successful in that field, but it seems like a tough road.