On building of All Trades

“Lots of folks have said to us, ‘You’re growing, you could grow faster if you hired more people.’ I think a lot of companies and investors overpitch growth at all costs, but sometimes that causes a ‘more people more problems’ issue .”

It should come as no surprise by now that Foster politely said, “Thanks, but no thanks,” to these well-meaning... See more

People don't care what you can do, they care about what you can do for them.

The lack of a clear direction is a major roadblock for purpose-driven brand owners. 

We find they are often wearing so many hats it’s hard to focus. 

One moment you’re the product creator. 

The next you’re the CEO. 

Then you’re writing emails. 

Next, you’re launching Facebook ads.

All the while you’re trying to keep track of critical metrics that... See more

I wish when I was at my previous startups I had focused more on building and less on winning. Sure, I may not have done exactly what I had thought I wanted, but finding ways to love the process would’ve allowed for better outcomes anyway. What we want is such an abstract idea, built on a foundation of shifting sand, that it is pointless to try to... See more

Job descriptions are never exhaustive, even from the beginning. They represent a set of needs for a specific context and time, which after a few months no longer reflects reality. Yet companies hire people based on their ability to match that fixed job description. They hire for the short-term.

Why start from something so specific? Instead, find... See more

I’m thinking about how the only way to get better at making things is to make things, and to let the thinking happen inside the work – where you can judge a thing based on how it feels – instead of outside the work.