Contents
COVER
ABOUT THE BOOK
ABOUT THE AUTHORS
TITLE PAGE
INTRODUCTION
FIRST
The new reality
TAKEDOWNS
Ignore the real world
Learning from mistakes is overrated
Planning is guessing
Why grow?
Workaholism
Enough with “entrepreneurs”
GO
Make a dent in the universe
Scratch your own itch
Start making something
No time is no excuse
Draw a line in the sand
Mission statement impossible
Outside money is Plan Z
You need less than you think
Start a business, not a startup
Building to flip is building to flop
Less mass
PROGRESS
Embrace constraints
Build half a product, not a half-assed product
Start at the epicenter
Ignore the details early on
Making the call is making progress
Be a curator
Throw less at the problem
Focus on what won’t change
Tone is in your fingers
Sell your by-products
Launch now
PRODUCTIVITY
Illusions of agreement
Reasons to quit
Interruption is the enemy of productivity
Meetings are toxic
Good enough is fine
Quick wins
Don’t be a hero
Go to sleep
Your estimates suck
Long lists don’t get done
Make tiny decisions
COMPETITORS
Don’t copy
Decommoditize your product
Pick a fight
Underdo your competition
Who cares what they’re doing?
EVOLUTION
Say no by default
Let your customers outgrow you
Don’t confuse enthusiasm with priority
Be at-home good
Don’t write it down
PROMOTION
Welcome obscurity
Build an audience
Out-teach your competition
Emulate chefs
Go behind the scenes
Nobody likes plastic flowers
Press releases are spam
Forget about the Wall Street Journal
Drug dealers get it right
Marketing is not a department
The myth of the overnight sensation
HIRING
Do it yourself first
Hire when it hurts
Pass on great people
Strangers at a cocktail party
Resumés are ridiculous
Years of irrelevance
Forget about formal education
Everybody works
Hire managers of one
Hire great writers
The best are everywhere
Test-drive employees
DAMAGE CONTROL
Own your bad news
Speed changes everything
How to say you’re sorry
Put everyone on the front lines
Take a deep breath
CULTURE
You don’t create a culture
Decisions are temporary
Skip the rock stars
They’re not thirteen
Send people home at 5
Don’t scar on the first cut
Sound like you
Four-letter words
ASAP is poison
CONCLUSION
Inspiration is perishable
RESOURCES
About 37 signals
37 signals products
ACKNOWLEDGMENTS
COPYRIGHT
