ReWork

"Workaholics aren't heroes. They don't save the day, they just use it up. The real hero is already home because she figured out a faster way to get things done." – Jason Fried

1. Start Small and Launch Fast

Starting a business doesn’t require a massive investment or perfect conditions. The key is to focus on the core of your idea and launch as soon as it’s ready. Waiting for perfection can delay progress and waste resources. Instead, test your idea while keeping your day job and use what you already have to get started.

The core of your business is the foundation that everything else is built on. For example, a hotdog cart’s core is the hotdogs, not the cart or the branding. Similarly, Amazon’s core isn’t just books; it’s fast shipping, affordable prices, and a wide selection. Once you’ve identified your core, you can refine the rest as you go.

Launching quickly allows you to learn and adapt in real time. When 37signals launched Basecamp, they couldn’t even bill customers initially. But they knew they had four weeks to fix the issue before the first billing cycle. This approach emphasizes action over endless preparation.

Examples

• Use a laptop and free tools to start your business instead of seeking external funding.
• Amazon’s focus on fast shipping and affordability has remained its core, even as it expanded beyond books.
• Basecamp launched without a billing system, proving that you can fix details after going live.

2. Build a Business You Care About

Passion fuels commitment, and commitment is essential for running a successful business. If you don’t care deeply about what you’re doing, it’s hard to sustain the energy and focus required to make it thrive. Your business should reflect your values and stand for something meaningful.

Businesses that take a stand often attract loyal customers. For instance, Vinnie’s Sub Shop in Chicago refuses to sell sandwiches in the afternoon because the bread isn’t fresh anymore. This decision prioritizes quality over profit, earning customer respect and loyalty.

Picking a fight with a competitor can also help define your brand. If you’re a small coffee shop, position yourself as the anti-Starbucks. However, don’t let competitors dictate your strategy. Focus on your unique strengths rather than copying others.

Examples

• Vinnie’s Sub Shop prioritizes freshness over profits, building customer trust.
• A small coffee shop can differentiate itself by emphasizing individuality and opposing corporate chains.
• Businesses that reflect personal values, like Patagonia’s environmental focus, often inspire loyalty.

3. Make Your Product Unique and Memorable

To stand out, your product must be something others can’t easily replicate. Inject your personality, passion, and unique perspective into what you create. This makes your business not just a product but an experience that customers can’t find elsewhere.

Zappos, for example, built its reputation on exceptional customer service. While competitors can sell the same shoes, they can’t replicate Zappos’ obsessive focus on customer satisfaction. Similarly, Nike’s iconic waffle sole was born from a coach’s desire to improve his team’s performance.

Once you’ve created something unique, don’t be afraid to share your knowledge. Teaching others through guides, videos, or blogs can build trust and attract customers. Great chefs, for instance, publish cookbooks without fear of losing their edge because their expertise is inimitable.

Examples

• Zappos’ customer service ethos sets it apart from other shoe retailers.
• Nike’s waffle sole was invented by a coach experimenting with a waffle iron.
• Chefs who share recipes in cookbooks still maintain their unique appeal.

4. Embrace the Advantages of Staying Small

Small businesses have unique strengths, such as agility and direct customer interaction. While many entrepreneurs dream of scaling up, staying small allows you to experiment, adapt quickly, and maintain a personal connection with your audience.

Being small means you can test ideas without the scrutiny larger companies face. Broadway musicals, for instance, are often tested in smaller cities before debuting in New York. Similarly, small teams can respond to customer feedback faster and more effectively.

However, staying small doesn’t mean ignoring profitability. Some startups burn through investor money without a clear path to making money. Treat your business like a real business, not a hobby, by focusing on sustainable growth and financial health.

Examples

• Broadway shows test in smaller cities to refine their performances.
• Small teams can respond to customer issues directly and quickly.
• Startups that prioritize profitability avoid the pitfalls of over-reliance on investors.

5. Keep It Simple and Say No

Complexity can dilute the value of your product. Instead of adding more features to compete, focus on simplicity and clarity. A lean product is easier to use, more appealing, and less likely to overwhelm customers.

Chef Gordon Ramsay often simplifies restaurant menus on his show "Kitchen Nightmares," cutting out unnecessary items to focus on quality. Similarly, great art galleries curate their collections, displaying only the best pieces. Your business should do the same by offering fewer, better options.

As your business grows, you’ll face pressure to add features or make changes based on customer requests. Resist the urge to say yes to everything. If a request is truly important, it will come up repeatedly, giving you time to evaluate its impact.

Examples

• Gordon Ramsay simplifies menus to improve restaurant quality.
• Art galleries curate their collections to highlight the best works.
• Saying no to feature requests helps maintain a product’s simplicity and appeal.

6. Communicate Honestly and Personally

Big corporations often rely on jargon and impersonal communication, but small businesses can connect with customers on a personal level. Be honest, straightforward, and transparent in your messaging.

Instead of using corporate-speak, talk to customers like real people. For example, don’t say, “We apologize for any inconvenience this may have caused.” Instead, offer a genuine apology and explain how you’ll fix the issue. Customers appreciate honesty and accountability.

Marketing doesn’t have to be expensive. Share valuable content that attracts customers naturally. For instance, behind-the-scenes videos or blog posts can build trust and engagement without costing a fortune.

Examples

• Replace corporate jargon with genuine, human communication.
• Share behind-the-scenes content to connect with your audience.
• Apologize sincerely and explain how you’ll address problems.

7. Foster Independence in Your Team

Micromanaging stifles creativity and productivity. Instead, create an environment where employees can manage themselves. Trust, autonomy, and clear communication are key to building a strong team.

Direct communication helps teams address problems effectively. For example, instead of discussing issues in a meeting room, visit the problem site to understand what’s happening. Honest feedback also ensures that bad ideas are challenged and good ones are supported.

Avoid using words like “ASAP” or “must,” which can create unnecessary pressure. Instead, focus on clear, respectful communication that encourages collaboration and problem-solving.

Examples

• Trusting employees to manage themselves fosters creativity and ownership.
• Visiting problem sites provides a clearer understanding of issues.
• Avoiding loaded words like “ASAP” promotes healthier communication.

8. Stay Agile and Avoid Over-Planning

Over-planning can lead to paralysis and missed opportunities. Instead, focus on making quick, flexible decisions. Small, reversible choices are easier to manage and less risky than long-term commitments.

Planning is often guesswork, so don’t assume your plans are accurate. For example, instead of estimating a project’s cost over a year, break it into smaller chunks for better accuracy. This approach also makes it easier to adapt as circumstances change.

Don’t let fear of failure hold you back. Most potential problems never materialize, and those that do can be addressed as they arise. Staying agile allows you to respond to challenges without losing momentum.

Examples

• Break long-term plans into smaller, manageable steps.
• Focus on decisions that affect the immediate future, not distant outcomes.
• Address problems as they arise instead of worrying about what might go wrong.

9. Hire Only When Necessary

Hiring should solve a specific problem, not be a reaction to finding a talented candidate. A lean team encourages efficiency and prevents the creation of unnecessary work.

When hiring, focus on what candidates can do rather than their resumes or credentials. For example, BMW uses a fake assembly line to observe potential employees in action. This approach ensures that hires are based on performance, not just interviews.

Test-drive new hires with small projects before committing to a full-time role. This allows you to evaluate their skills and fit within your team without long-term risk.

Examples

• Hire only to address pressing needs, not to fill vague roles.
• BMW’s fake assembly line helps assess candidates’ abilities.
• Test new hires with short-term projects before offering full-time positions.

Takeaways

1. Launch your business as soon as the core is ready, and refine the details later.
2. Keep your product simple by saying no to unnecessary features or requests.
3. Build a team culture based on trust, autonomy, and honest communication.