The rules Clare de Boer lives by.

The most important question for me is, "How do I want to spend my days?" And the answer is: I want to spend my time thinking, creating, and ideating with a small group of people to build a beautiful, creative, values-aligned business. I am not interested in 14-hour work days, back-to-back meetings that deplete my energy, can’t catch a breath to-do ... See more

Of course the thing about beginning again — about starting over midway through is that you have to be willing to watch yourself die.

I learned that from writing this newsletter.

Next week, it will be three years since I launched the cereal aisle, and I think the most important thing I have learned in the time since is that rebirth is on the other sid... See more

I remember a McKinsey women’s event where fifteen or twenty young consultants from the San Francisco office sat around a glossy oval table listening to a junior partner speak about her successful ascent. The topic turned to work-life balance, as it always did at such events, and she advised us as follows: If there is a household task where it matte... See more

How can I maintain my creativity, optimism, intellectual vitality, and sense of agency in the face of the stress that comes from building a company and the endless forces luring towards conformity?

In some corners of the Internet there’s a fascination with traditionalism, and criticism of the ways the openness and optionality of modernity have left people feeling lost. I’ve always felt like, look, I could never be a traditionalist, because I don’t want to give birth to five kids without anesthesia and spend half of my day cleaning up around t... See more