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Rework Summary and Quotes

Jason Fried and David Heinemeier Hansson

3.2 minutes to read • Updated June 20, 2024

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What it's about in one sentence:

Founders of Basecamp share their counterintuitive strategies for building successful businesses through simplicity, flexibility, and a focus on productivity over unnecessary meetings and planning.

Bullet Point Summary

  1. There is a new reality where tools and technology that were previously expensive are now easily accessible and affordable, enabling individuals to start and run businesses with minimal resources and time commitment. One person can accomplish tasks that previously required multiple employees or an entire department, and work can be done remotely without the need for a physical office.
  2. Test your business idea by working on it part-time while keeping your day job, using only the equipment and facilities you already have access to, without taking on debt or external investment initially.
  3. Focus solely on building the core functionality of your business first, launch with that minimal viable product, and iterate on the details later.
    1. Gordon Ramsay's first step to improve a restaurant is nearly always trimming the menu.
  4. Make your business about something you truly care about and can be proud of, as passion and devotion are essential for running a successful company.
  5. Don't start a business solely with the aim of selling it quickly. Treat it like a committed relationship rather than a short-term fling.
  6. Create a product or service that you yourself would love to use. Ensure it exceeds customer expectations through simplicity and quality.
  7. Embrace the advantages of being a small startup, such as the ability to experiment and quickly respond to customer feedback without being in the public spotlight.
  8. Having a lean team interacting directly with customers allows for better understanding of their needs and faster problem resolution, which is essential for good customer service.
  9. Have a clear plan for profitability from the start.
  10. Start saying no to feature requests and keep your product or service lean by cutting out anything that is not absolutely essential.
    1. Having fewer carefully selected features can make your offering simpler, more focused, and easier to use (especially for new users) compared to bloated competitors.
    2. Don't immediately react to every customer request for new features. Say no initially, and only implement requests that prove truly important by being repeatedly voiced over time.
  11. As a small company, stay agile by making quick, flexible decisions rather than seeking perfect solutions. Don't blindly follow plans made far in advance. Instead, make reversible decisions on the spot for the short-term, adapting as you go.
  12. Find solutions that deliver maximum efficiency with minimum effort.
  13. Break down estimates into manageable chunks like weeks instead of years. Don't be paralyzed by potential downsides and deal with issues if and when they actually occur.
  14. Productivity doesn't come from long hours, but from focused work free of interruptions and a drive for quick wins rather than perfectionism.
    1. Minimize distractions by designating chunks of interruption-free time.
  15. Eliminate unnecessary meetings that generate more talk than action.
  16. Reduce large projects into small, manageable, and attainable goals.
  17. “People automatically associate quitting with failure, but sometimes that's exactly what you should do. If you already spent too much time on something that wasn't worth it, walk away. You can't get that time back. The worst thing you can do now is waste even more time.”
  18. Don't emulate the impersonal, jargon-filled marketing and communications of big corporations. Instead, be honest, frank and personable in your messaging as a small company.
    1. Build an audience organically by sharing valuable information people want, rather than relying on expensive advertising.
    2. “Speak, write, blog, tweet, make videos -- whatever. Share information that's valuable and you'll slowly but surely build a loyal audience.”
    3. Make marketing everyone's responsibility through interactions like emails, blog posts and social media.
    4. For press coverage, target niche outlets over mass media, allowing for more personalized outreach to journalists.
  19. “Every time you answer the phone, it's marketing. Every time you send an email, it's marketing. Every time someone uses your product, it's marketing. Every word you write on your Web site is marketing. If you build software, every error message is marketing. If you're in the restaurant business, the after-dinner mint is marketing… Marketing isn't just a few individual events. It's the sum total of everything you do.”
  20. Give people a taste for free so they eagerly come back for more.
  21. Make your product or service uncopyable by injecting it with your unique passion and values.
    1. “If you're a copycat, you can never keep up. You're always in a passive position. You never lead; you always follow. You give birth to something that's already behind the times -- just a knockoff, an inferior version of the original. That's no way to live.“
  22. Taking a principled stand that matters to you differentiates you from competitors and attracts loyal customers, but don't let competitors dictate your strategy. Focus on your own vision.
  23. Only hire new employees when absolutely necessary to solve a specific problem. Keeping your team lean improves efficiency and avoids creating unnecessary busy work.
    1. Trust your instincts and judge candidates on the practical skills they've gained from past roles.
    2. Only hire for roles you've done yourself.
    3. Test-drive candidates with small projects to evaluate their actual work.
    4. Working remotely means you can hire talent across the globe.
  24. When deciding between candidates, hire the best writer.
    1. “Great writers know how to communicate. They make things easy to understand. They can put themselves in someone else's shoes. They know what to omit. And those are qualities you want in any candidate."
  25. When problems arise, the top person from your company should apologize sincerely, as you would want as a customer, not with corporate-speak non-apologies, and then show proof of your concern.
  26. Offer your customers speedy and personal responses. Don't make them wait.
  27. Create an environment of trust, responsibility and autonomy where employees can manage themselves and communicate directly and honestly with each other.
  28. Stop using these words that create a black-and-white situation: need, must, can't, easy, just, only, fast, everyone/no one, always/never, and ASAP.

Rework: Resources