I read Rework while en route to Mountain View to be interviewed by Y Combinator. And I want my time and money back. This is a book that could be condensed down to a Page-a-Day calendar without any loss of data. I was aware that the book was an update of Getting Real, but I’d assumed the update would be one of substance. Instead, all that’s changed is the style, most notably the addition of illustrations, thereby allowing the book’s large, 1.5-spaced text to stretch to 273 unsatisfying pages.
To be fair, I’m not the target audience for this book. Sure, I’m founding a small startup that makes web-based software. But this book is strictly aimed at founders of small startups that make web-based software and are lifestyle businesses. If you want to go the more traditional route (raise serious investment capital, scale your business, and eventually sell or go public), Rework is as irrelevant as it is banal.
The book consists almost entirely of aphorisms within 1–3 page sections, e.g.: “Plans let the past drive the future.” “Constraints are advantages in disguise.” “When you make something, you always make something else.” Details are conspicuously avoided. A single-page section called “Start at the Epicenter” contains one analogy (“if you’re opening a hot dog stand… the first thing you should worry about is the hot dog”) and no concrete examples. As a web developer, I’d love to know what this phrase means in the 37signals context: What’s the first line of code that gets written for a project? How is the work planned and divided before coding begins? Other rules seem no more plausible than their opposites: “Start making smaller to-do lists too,” advices the book. “Long lists collect dust.” OK, but surely there are cases in which the simplicity of a single list makes it more appropriate than several?
I want books that transmit information, not just vague inspiration. Founders at Work is a terrific book that does both, and I was thrilled to meet its author yesterday. (Jessica actually blurbed this book: “Rework is like its authors: fast-moving, iconoclastic, and inspiring. It’s not just for startups. Anyone who works can learn from this.”) But surely I’m not the only one who’s upset that Jason & David passed up a great opportunity here: Rather than writing a manifesto, couldn’t they have distilled their experiences more concretely? They’ve run 37signals for a decade, and yet at no point in Rework do they say: “Here is a decision we faced, here’s what we did, and here’s why.” Wouldn’t that be more useful than a list of one-size-fits-all assertions, backed up by already-familiar case studies? (The iPod succeeded because it had fewer features! Southwest succeeded because they fly only one kind of airplane!)
Rework is the embodiment of the cult of 37signals. It encourages you to be exactly like 37signals, to find a niche in which you can make customers happy while scratching your own itch. But not every business can or should be run like a software boutique, and even fewer can be profitable by selling “by-products” like this book, as one section advises. The fact is that there is only demand for a handful of blogs like Signal vs. Noise, and not every startup founder is cut out for the workshop circuit. Sure, 37signals develops good products, but I can’t help but wonder whether their business philosophy might be different if they didn’t have a lucrative side-gig as business philosophers.
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