Introduction
In today's fast-paced world, success often seems to be reserved for a select few who manage to achieve extraordinary things in record time. Shane Snow's book "Smartcuts" explores the secrets behind these rapid success stories and offers insights into how anyone can accelerate their path to success. The book challenges the conventional wisdom of climbing the career ladder step by step and introduces the concept of "smartcuts" – innovative ways to achieve more in less time.
Snow argues that the most successful individuals and companies don't follow traditional routes to success. Instead, they find clever shortcuts and unconventional methods to reach their goals faster and more efficiently. Through a series of engaging stories and examples, the author reveals the principles behind these smartcuts and how they can be applied in various fields.
The Power of Lateral Thinking
One of the core concepts introduced in "Smartcuts" is lateral thinking. This approach involves making unexpected connections between ideas and searching for solutions outside the conventional realm of thinking. Snow emphasizes that success isn't just about working hard – it's about working smart.
Lateral thinking allows individuals to uncover possibilities they might otherwise overlook. It's the key to finding smartcuts, which are the most efficient and sustainable means to success. The author is careful to distinguish smartcuts from shortcuts, which often imply cutting corners or compromising quality. Smartcuts, on the other hand, are about finding the quickest path to success while making the best use of time and resources.
Snow provides several examples of successful people who have employed lateral thinking to achieve their goals. He points out that about one-third of US presidents didn't follow the traditional route of serving in Congress for many years before running for the presidency. Instead, they gained relevant experience in other fields and managed to "hack" into the presidential ladder at the right time.
For instance, Woodrow Wilson was the head of a university before becoming president, while Dwight Eisenhower had never held an elected office before defeating Hitler and then becoming president. These leaders didn't climb straight up the political hierarchy – they moved across it diagonally. This diagonal movement is what Snow encourages entrepreneurs and aspiring leaders to aim for in their own careers.
The Importance of Expert Mentorship
Another crucial element in achieving rapid success is the guidance of expert mentors. Snow argues that just as athletes rely on coaches to reach their full potential, entrepreneurs and professionals can benefit immensely from working with experienced mentors.
The author cites research showing that entrepreneurs who work with mentors raise an average of 70 percent more capital than those who don't. This statistic underscores the significant advantage that mentorship can provide in the business world.
Snow illustrates this point with the story of Jimmy Fallon, who became the host of the Tonight Show with the help of his talent manager, Randi Siegel. Siegel's faith in Fallon and her continued encouragement after his initial unsuccessful auditions for Saturday Night Live played a crucial role in his eventual success.
The book emphasizes that the most effective mentoring relationships are those that develop organically rather than through formal programs. Snow references a study by psychologist Christina Underhill, which found that informal mentoring led to greater success in terms of salary, promotions, and self-esteem compared to formal mentoring programs.
This effectiveness of informal mentoring is attributed to the personal relationships that develop between mentors and mentees. When mentors are genuinely invested in their mentees' journeys, they can provide more tailored guidance and support through challenges.
To illustrate this point, Snow shares the unusual story of a team of heart surgeons from Great Ormond Street Hospital in London who sought mentorship from Ferrari's Formula One pit team. The surgeons wanted to improve their patient transfer process from the operating room to the ward, and they recognized the pit team's expertise in quick, efficient changeovers during races.
This unconventional mentorship led to a 66 percent decrease in errors at the hospital and resulted in Ferrari becoming the hospital's official sponsor. The success of this partnership demonstrates the power of thinking outside the box when seeking mentorship and the potential for cross-industry collaborations to yield innovative solutions.
Embracing Failure and Negative Feedback
One of the most counterintuitive smartcuts Snow discusses is the embrace of failure and negative feedback. While nobody likes to fail, the author argues that failure is inevitable and should be viewed as a valuable form of feedback rather than a setback.
Snow references a 1996 study by Avraham Kluger and Angelo DeNisi on feedback, which found that some types of feedback can actually hinder performance. Feedback that focuses on the individual, such as "Throw it harder!" or "Bend your knees!" tends to make people self-conscious and less effective.
Interestingly, the book reveals that negative feedback can be more useful than positive feedback, provided the recipient doesn't take it personally. Experts often prefer negative feedback because it highlights areas for improvement, whereas compliments may not offer actionable insights.
To illustrate how to harness the power of negative feedback, Snow discusses the approach used by The Second City improv school in Chicago. The school, which has trained many famous comedians, incorporates regular performances in front of live audiences into its curriculum. Students are taught to view negative feedback not as a sign of failure but as valuable information they can use to improve their craft.
By repeatedly exposing students to negative feedback in a safe context, The Second City helps them develop the ability to separate criticism from personal failure. This approach not only allows students to benefit from feedback but also builds their confidence over time.
Leveraging Existing Platforms
Another key smartcut Snow identifies is the strategic use of existing platforms. Rather than starting from scratch, successful individuals and companies often build upon foundations that others have already created. This approach allows them to focus their energy on innovation and improvement rather than reinventing the wheel.
The author encourages readers to seek out infrastructure, technology, strategies, and environments that can help them realize their goals more efficiently. By utilizing these existing platforms, individuals can accomplish more in less time and often learn new skills in the process.
Snow uses the example of computers to illustrate this point. Every time we use a computer, we're benefiting from decades of work by top scientists. By leveraging this existing technology, we can focus on our own developments and innovations.
The book also discusses how existing platforms can be tailored to specific needs. Snow shares the story of how the Finnish public education system in the 1990s reworked the existing system into a super-education platform. By increasing teacher salaries, requiring higher qualifications, and shifting focus to long-term mentorships with students, Finland transformed its education system from mediocre to world-class.
This example demonstrates how using and improving upon existing platforms can lead to remarkable results. The Finnish education system now sees students advancing much more quickly than the global average, with 82 percent earning at least a high-school equivalent qualification.
Understanding Industry Patterns and Riding Waves
Snow emphasizes the importance of gaining a deep understanding of one's industry or sector. This knowledge allows individuals to recognize patterns and anticipate changes, positioning themselves to take advantage of emerging opportunities.
The author argues that both experts and novices can spot changes in patterns if they understand how they work. He likens this to riding waves, suggesting that catching a new, profitable trend can propel one to success much faster than trying to swim against the current.
To illustrate this point, Snow shares the story of Sonny Moore, better known as Skrillex. As a teenager, Moore identified the emerging trends of social media and "screamo" music in the early 2000s, using them to make his band FFTL a huge success. Later, he anticipated the rise of electronic dance music (EDM) and became a successful producer under the name Skrillex.
The book encourages readers to allow themselves time to test things out and gain experience in their field. Just as a surfer needs to be in the water to catch a wave, entrepreneurs and innovators need to be actively engaged in their industry to spot and capitalize on emerging trends.
Snow also discusses how Google's Gmail service exemplifies this principle. Before becoming the world's most popular email service in 2012, Gmail was just a side project at Google. The company was already "in the water" when people started demanding better email services, and because Google allowed employees to dedicate 20 percent of their time to trendy side projects, they were perfectly positioned to ride this wave of demand.
The Power of Superconnectors
In "Smartcuts," Snow introduces the concept of superconnectors – influential people or social platforms that can quickly spread the word about a product or service. He argues that identifying and leveraging these superconnectors is crucial for rapid success in today's interconnected world.
The author advises readers to focus on building relationships with superconnectors by understanding what they truly value and want. By creating mutually beneficial relationships, entrepreneurs can tap into vast networks and gain exposure for their ventures without spending heavily on traditional advertising.
Snow uses the example of Aaron Patzer and Mint Software, Inc. to illustrate this point. Patzer started by writing a blog offering tips on personal finance management. Once he had built a following, he used social bookmarking platforms to share his content more widely. This strategy allowed Mint to build a loyal customer base that became key to their success.
The book emphasizes the importance of authenticity and credibility in this process. People are more likely to share content that they find useful or interesting, and they're more likely to trust messages that come across as honest and sincere.
To drive this point home, Snow shares the story of Radio Rebel, Che Guevara's broadcast during the Cuban Revolution. The broadcast didn't gain a large following immediately, but over time, locals came to trust it as the revolutionaries taught them to read and defend themselves. The broadcast became part of their empowerment, combining education with information about the revolution.
The key takeaway is that regardless of the medium used, if a message is meaningful, authentic, and useful, people will naturally want to pass it along.
Harnessing Momentum
Snow argues that early success, even if small, indicates a good understanding of one's field and should be used as a springboard for further achievements. He encourages readers to identify what made them successful and expand on it, keeping the momentum going.
The author illustrates this principle with the story of Michelle Phan, who became a prominent online cosmetics expert in 2009. Phan had been creating makeup video tutorials since 2007 and had a small but loyal following. Her big break came when she posted a tutorial on how to recreate Lady Gaga's look from the "Bad Romance" music video.
This video generated significant buzz for Phan's content, rapidly increasing her follower count. Phan capitalized on this momentum by uploading a series of new videos, eventually leading to her own YouTube channel and a successful company based on her cosmetic work.
Snow points out that Phan's Lady Gaga tutorial wasn't necessarily better than her previous videos – it was the timing that made the difference. By recognizing the opportunity and quickly producing relevant content, Phan was able to ride the wave of interest and dramatically expand her audience.
The book emphasizes that success often comes unexpectedly, like a lightning bolt. The key is to be prepared to harness that momentum when it strikes and use it to propel oneself further.
Constant Reassessment and Simplification
One of the most important smartcuts Snow discusses is the practice of constant reassessment and simplification. He argues that just because a certain approach is traditional or widespread doesn't mean it's the most effective.
The author encourages readers to continuously evaluate their products, processes, and personal routines, always looking for ways to simplify and improve. This approach not only makes companies more efficient and cost-effective but also gives them an edge in their industry.
Snow introduces the concept of disruptive innovation, coined by Clayton M. Christensen in the 1990s. This strategy involves taking over existing markets or creating new ones by introducing simpler, cheaper products. The author argues that disruptive innovation is ultimately about saving money through developing more efficient ways to create products or solve problems.
To illustrate this point, Snow uses the example of USB sticks replacing floppy disks and CDs. USB sticks made the process of storing and moving data much easier, faster, and more powerful, demonstrating how simplification can lead to significant improvements.
The book also emphasizes the importance of simplifying personal routines. Snow references research by Dr. Kathleen Vohs of the University of Minnesota, which found that people lose their sense of self-control when forced to make too many decisions. By simplifying daily routines, successful people can focus their creativity and willpower on the things they consider most important.
As an example, Snow mentions Steve Jobs' practice of owning a dozen identical black turtlenecks to eliminate the need to think about what to wear each day. This kind of routine simplification allows for greater focus on more important decisions and creative tasks.
The Power of 10x Thinking
In the final sections of "Smartcuts," Snow introduces the concept of 10x Thinking, developed by Astro Teller at Google[x] lab in California. This approach involves aiming to make something ten times better rather than just incrementally improving it.
The author argues that, paradoxically, an ambitious goal like improving something tenfold might be easier to achieve than a more modest 10 percent improvement. This is because 10x Thinking requires a complete rethinking of the problem and encourages innovative, out-of-the-box solutions.
Snow contrasts this with linear improvement, which involves making small adjustments over time. While linear improvement can lead to progress, it often results in only slightly better versions of existing products or methods. 10x Thinking, on the other hand, requires throwing out old assumptions and starting from scratch, which can lead to breakthrough innovations.
The book suggests that 10x Thinking is particularly effective because people tend to support idealistic efforts that capture their imagination. These visionary projects are more likely to attract investment and inspire others to get involved.
To illustrate the power of 10x Thinking, Snow shares the story of Elon Musk and his private space technology company, SpaceX. Instead of focusing on incrementally improving existing space technology, Musk set his sights on creating his own rockets from scratch. This ambitious goal not only inspired those around him but also attracted significant investment.
Musk's approach demonstrates another key aspect of 10x Thinking: the willingness to learn from failures. By proving that he could learn and improve from setbacks, Musk maintained investor confidence even through initial failures. This persistence ultimately led to the successful launch of the Falcon 1 rocket into space on February 28, 2008.
Conclusion
"Smartcuts" challenges readers to rethink their approach to success and innovation. Snow argues that in today's rapidly changing world, traditional methods of climbing the career ladder or improving products and services are often too slow and ineffective.
Instead, the author encourages the use of smartcuts – clever, unconventional methods that allow for faster progress and greater achievements. These include leveraging lateral thinking, seeking out expert mentors, embracing failure as a learning opportunity, utilizing existing platforms, understanding industry patterns, harnessing the power of superconnectors, and employing 10x Thinking.
Throughout the book, Snow emphasizes that these smartcuts are not about cutting corners or compromising quality. Rather, they're about finding more efficient and effective ways to reach goals and create value.
The key takeaway is that success in the modern world requires breaking away from conventional wisdom and being willing to take calculated risks. By applying the principles outlined in "Smartcuts," readers can position themselves to achieve extraordinary results in their careers and ventures.
Snow's message is ultimately one of empowerment. He argues that by thinking differently and employing these smartcuts, anyone can accelerate their path to success and make a significant impact in their chosen field. The book serves as both an inspiration and a practical guide for those looking to achieve more in less time and with greater efficiency.
As we navigate an increasingly complex and fast-paced world, the ideas presented in "Smartcuts" offer a valuable framework for innovation, growth, and success. By embracing these principles, readers can unlock their potential and find new ways to overcome challenges and seize opportunities in their personal and professional lives.