Buy Your Own Apples: Building a Startup The Hard Way
I love apples. I prefer the tart green ones to the sweet red ones, but if it's an apple I'll devour it. On a given day I'll eat three of four of them. They are meaty enough to be a really filling snack or complement to a light lunch, yet light enough to keep your energy high afterward. Between all the grocery delivery services, and my wife being so wonderful, I don't visit the grocery store very often. However, on Monday I made a run to buy some more fruit as we'd run out. Trader Joes was busy, but I found the apples right away and began selecting. However, the moment I began picking them up to evaluate them I realized how exposed they all were. How many people had picked up this apple? Had anyone sneezed near it? Which ones had fallen to the ground accidentally? How did they even get here? In a box? Was the box covered? I instantly thought of all the quick apples I had grabbed from my fruit bowl at home. I often washed my apples, but not every time. I then finished selecting, I got nine, and purchased them. The experience of selecting and buying my apples will change the way I appreciate and consume my apples. Buy your own apples. Fred Wilson recently advised (http://avc.com/2015/01/diy-vs-delegate): "...when you start a company, you (and your cofounders) have to do everything yourself. There is nobody to delegate things to. And hiring a bunch of people to do things like schedule your meetings, answer the phones, keep the books, review contracts, interview candidates, etc is a bad idea because it uses up money which is always in short supply at the early stage of a startup." Although delegating can burn cash, there is a more deadly and often overlooked danger to delegating too early within a startup. Just as I learned from selecting my own apples, there are valuable lessons to be learned doing things yourself, as a co-founder, before you pass them off to someone else. A startup is a sedimentary process. It is impossible to have the insight to make correct decisions next year, if you haven't built up the necessary layers of learning and wisdom that only come from doing, testing, mistaking, building this year. Buy your own apples. This also is a common failure of still-un-launched startups and would-be entrepreneurs. Doing things is hard. Taking an idea from your cubicle to a team building something, maybe with funding, and having users and customers and revenue takes doing a lot of not-so-flattering work. I've spoken with many people who feel the entrepreneur life could be theirs if they could only find a co-founder. Mythical co-founders are often a scapegoat for those who don't want to buy their own apples. They are willing to forego the irreplaceable wisdom and learning that comes from the grunt work in the early days because it can be annoying, time consuming, slightly outside their current skill set, or any number of reasons. Most founders get stuck in this process several times before finding their way out again. I have. When First Opinion was still in idea-mode, I really wanted to find someone who could just provide doctors for the service. I spent so many days looking up and talking to potential people and solutions who could solve this problem for me. Slowly but surely I came to the realization that I needed to solve this problem for myself. I needed to find my own doctors who aligned with what I wanted the service to accomplish. I had to learn to buy my own apples again when it came to training the doctors I had recruited. I wasted time trying to find someone or something that could train my doctors for me. Turns out, I had to put together the first version of it myself before I would have the insight I would need to find the right solution for scalable doctor training. When a clear path forward is not presented, instinctually founders, CEOs, humans, want to buy, hire or delegate their way out of the problem. But the layers of sedimentary learning that come from solving problems and creating paths forward ourselves is what will enable insightful decision making and leadership throughout the next phase of the business. The idea is not to simply finish a set of tasks, but to prepare ourselves and the business to exist deep in to the future.










