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Daily · Founders' essays

Do Things That Don't Scale

Paul Graham · essay, 2013·15 min in the original·original at paulgraham.com
The 30‑second versionthe original, distilled15 min → 30 sec
  • Startups do not take off on their own. At the start the founders have to push, by hand, and most founders underestimate how manual that push is.
  • Recruit your first users one at a time, manually, even in person. Airbnb's founders went door to door in New York, recruiting hosts and photographing the listings themselves.
  • Deliver service so attentive it cannot scale. Graham's benchmark for the early bar is making users insanely happy, not being efficient. Wufoo sent handwritten thank-you notes.
  • The unscalable effort is not wasted work. It teaches you the product and the users, and it compounds into the growth that eventually does scale on its own.
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Why it earns a slot

Nearly every founder cites it and few reread it. The whole argument fits in four lines.

Startups do not take off by themselves; the founders push, by hand. Recruit users one at a time, deliver service that cannot possibly scale yet, and treat the unscalable work as the education that produces the growth that eventually does scale.

This distillation is written from the freely available original, which is always the better read when you have the time: paulgraham.com.

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