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

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

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?

We start raw, then our hearts and minds get boiled by constraints, pressure, feedback, and challenges. How do we keep our head up and maintain our creat... See more