1. The new reality
"Today anyone can be in business". Rework is a book for anyone, but not for everyone. It's designed for people wanting to start or running a business, independently of your financial, social, geographical, or professional situation.
1. Ignore the real world
The real world is a toxic place where dreams are slaughtered by those who are too coward to try. Somebody else's reality doesn't have to be yours, so define your own reality with your own existence and ignore the rest.
2. Learning from mistakes is overrated
Failing for the sake of it is not okay. Iterate over what works: success compounds.
3. Planning is guessing
Don't plan, always be improvising. Reality can only be predicted on a short or extremely long term.
4. Why grow?
Your company size is a vanity metric. Growing increases business complexity, and going leaner down the road is even harder. Stay small as long as it remains sustainable.
Working too much is getting less things done. Always go deep or go out.
6. Enough with "entrepreneurs"
Being an entrepreneur is now at anyone's reach, the term doesn't mean anything anymore.
1. Make a dent in the universe
Greatness originates from purpose. Make something that improves someone else's life with what you already have.
2. Scratch your own itch
Make something you'd use yourself. Developing a profitable business takes years, you don't want to spend them doing things you don't want to do.
3. Start making something
Ideas are worthless, execution is everything.
4. No time is no excuse
There is always time to use differently to serve a purpose dear to you. It doesn't have to be a lot, just spend time wisely and it will eventually compounds.
5. Draw a line in the sand
Never forget your why. Share your stands openly to attract the right people and make the right choices.
6. Mission statement impossible
Always align your acts and objectives with your mission statement. Empty words are worth nothing.
7. Outside money is Plan Z
Raising money is giving up control and focus. Quality and sustainability should always come first.
8. You need less than you think
Stay lean, stay frugal. Learn to act fast with limited means.
9. Start a business, not a startup
"Actual businesses worry about profit from day one."
10. Building to flip is building to flop
Don't look for exits, commit and focus on your customers. It's not a stepping stone, it's your life's work.
11. Less mass
The heavier you are, the harder it is to move. Always make sure you can act fast.
1. Embrace constraints
Learn to build with the tools at hand. What you think you don't have to do X is just an opportunity to be creative.
2. Build half a product, not a half-assed product
Don't multitask, do one thing amazing well and kill your darlings.
3. Start at the epicenter
Find your core activity and get it right first and foremost.
4. Ignore the details early on
Details are important but they can wait an iteration or two. Get real market feedback first.
5. Making the call is making progress
Take a decision now, don't wait. Thinking about it later before choosing will slow everything down. Take the leap as soon as possible.
6. Be a curator
Quality has to prevail over quantity. Remove, then add.
7. Throw less at the problem
Always go for the simplest solution, decrease complexity, do less.
8. Focus on what won't change
Think in terms of First Principles.
9. Tone is in your fingers
The tool doesn't matter, content does. Just do the best you can with what you have.
10. Sell your by-products
"When you make something, you always make something else. [...] Everything has a by-product. Observant and creative business minds spot these by-products and see opportunities."
11. Launch now
Don't delay. Confront yourself to reality head-on, it's the only way to grow in the right direction.