ReWork: Change the Way You Work Forever

Lock in lots of expenses and you force yourself into building a complex businesss—one that’s a lot more difficult and stressful to run.

Use this time to make mistakes without the whole world hearing about them. Keep tweaking. Work out the kinks. Test random ideas. Try new things. No one knows you, so it’s no big deal if you mess up. Obscurity helps protect your ego and preserve your confidence.

NO ONE KNOWS who you are right now. And that’s just fine. Being obscure is a great position to be in. Be happy you’re in the shadows.

If you need to explain something, try getting real with it. Instead of describing what something looks like, draw it. Instead of explaining what something sounds like, hum it. Do everything you can to remove layers of abstraction.

The real world isn’t a place, it’s an excuse. It’s a justification for not trying.

Another common misconception: You need to learn from your mistakes. What do you really learn from mistakes? You might learn what not to do again, but how valuable is that? You still don’t know what you should do next. Contrast that with learning from your successes. Success gives you real ammunition. When something succeeds, you know what worked—an

So ignore the details—for a while. Nail the basics first and worry about the specifics later.

Wabi-sabi values character and uniqueness over a shiny facade. It teaches that cracks and scratches in things should be embraced. It’s also about simplicity. You strip things down and then use what you have.

Marketing isn’t just a few individual events. It’s the sum total of everything you do.