Dalton & Michael: What does it really mean to do things that don't scale?

But, Dalton, it seems like a lot of founders get this confused. Doing things that don't scale is doing something that's provocatively manual on your part where you, the founder, does a thing personally and that isn't counting on a lot of code that you're writing or scalable processes.

to run what how you think late stage companies are run. Might help for us to give some examples. Let's give examples. Reddit. So day one, Reddit exists site, no links. No just No users. No users. Blank page.

But like the click a button to submit a link. What do you do if you're Steve and Alexis? So the scalable solution.

is you first launch subreddits, then you run ads to recruit people to come sign up for Reddit on different topics. And then hold on. Then you would hire an influencer. You would get you have an influencer strategy to get influencers on various topics to come moderate the subreddits. Okay? And so that the day you launch, you have this big splashy launch with hundreds of thousands of sign ups. Right?

That scales.

That scales. What Steve and Alexis did was they made a little tool that allowed them to submit a link, the same thing that normal users used, but they had a little extra field where they could put in a username. And they just started inventing different usernames and submitting links like them.

So day one, when they emailed this to their, like, six friends, it looked like there was a page full of users when, in fact, there were two users. And I remember Steve tells two stories. The story, the first day someone else other than them submitted a link, which was not day one. And then he tells another story where, like, I think he went out and he got drunk.

And the next morning, he had forgotten to, like, load up this morning's fake links. And he thought the site would just be blank and he was, like, so pissed at himself. But then he opens up the site and it looked like there were enough other people submitting links that the site wasn't blank. And then he was like and that might have been, what, 20 or 30 people. Right? And he's like, oh, wow.

Like, major milestone. What what was the DoorDash story, Dalton? Well, look.

When you when you think about something like food delivery, you imagine a scaling. You wanna be doing hundreds of orders a day. And so the way the founders got started was they just did all the deliveries themselves. They didn't have to hire anyone or build a driver app or recruit drivers.

If someone made an order via DoorDash, if some miracle happened and someone made an order, the the founders would, like, drop everything and go deliver the food. Right?

Was actually how they got started. Go ahead. What's so cool about that is that one of the other topics in this essay is like delight your users. Right? Well, the easiest way to delight your user when you're doing food delivery is you do the delivery yourself. Right? You race to the freaking restaurant. You make sure you get the right thing.

You throw in an extra. You deliver it yourself. You say thank you. They didn't have to do with managing a driver network,.

motivating inputs. Like, they just did it themselves. Think about all the other ancillary benefits where they got to see why it was hard to do the deliveries. They got to talk to the restaurant owners personally and develop a relationship with them. They got to talk to their users. They were like, hey. Here's your burrito. I'm the founder of this company.

Do you like it? You would you order again? Isn't that funny? Like, could you imagine a more lower status thing than of course not, but that's why it was awesome. It was not scalable. It is in present day, if you order from DoorDash, Tony is not gonna deliver your burrito, or he might statistically. He still does this sometimes. I'm sure everyone says it too.

He still does this. To this day, the founders still do deliveries. But, like, that was not a scalable strategy. But, man, that's how he got off the ground.

I think the last example, you know, in light of Cruise, you know, Cruise this week allowed any, started to allow the general public to drive in a driver free, safety driver free driverless car. And I remember when Cruise was in YC and the v one of the car, the v one of the driverless car Kyle and his tiny built team built in three months. They retrofitted an Audi.

To call it driverless would be an overstatement. There were a couple of things I remember. One, there was a big red button on the floor in the driver's seat, and Kyle never explained what that button did. It was clearly important and very easy for him to reach. Number two, it only works on the highway. Number three, it was basically adaptive cruise control.

Like, it was basically cruise control that stayed in your lane. It wasn't more fancy than that. And then number four, the moment I remember on my first test ride on cruise that I'll never forget is we're driving down 101 and Kyle says, oh, a shadow. Let's see how the car handles that. And I was like, oh, shit, Kyle.

Out of everything I was looking out for, like curves, other drivers, signs, I didn't know that I should be afraid of the shadow. And that was v one. That was v one. And and Google had cars on the road retrofitted with all kinds of fancy equipment at that time. And Kyle had his Audi that couldn't deal with shadows. That's how it starts. So why don't you talk a little bit more viscerally, Dalton?

What is the you know, we've given some examples, but give us more on what do you think the life and the job of a CEO in these stages and these do things that don't scale preproduct marketing stages?

Yeah. I think in the do things that don't scale philosophy, the job of the CEO and the job of the cofounders is to do the shittiest, worst, low status work you can think of. It's the opposite of whatever your mental model when someone says the word CEO, and you're like, oh, wow. CEO, visionary, you know, you know, powerful. It's like, no. Like, you're, like, doing the shit work. Yes.

And you've gotta learn to love and embrace the shit work. That is your job at a pre product market fit start up is to actually make everything happen and to be personally accountable for making the entire system run end to end.

And we just see so many founders that think it's their job to be, like, at the late stage you know, they're emulating what they think Elon Musk is like or, you know, Mark Zuckerberg or something. But when you're a really small startup, it's the exact opposite in every way.

This thing that came to mind is, you know, we talk to a lot of smart people who aren't cut out to be founders. I think the reason why is that smart people don't tend to wanna do shit work. And it's like a special kind of person who's smart, but who's like, no, no, no. Like, I'll get in my car and go pick up that order. Or like, no, no, no, no.

Like, I will hand figure out how to build this horrible motor to move a car wheel. Like, I'm gonna get into the guts. And most smart people just don't wanna do that, especially if they can get jobs where they don't have to. Think about how much for most of our founders, their actual job.

is answering customer support emails and talking to angry irate people that hate them and are like, I hate you. Yes. Like, you're dealing with, like, up close and personal feedback because you're a tiny startup. Right? There's no one else to yell at. And so every time, like, DoorDash screwed up an order, the founders at DoorDash would have to be like, I am very sorry. We will do better.

Like You're the front lines. Fun. Yeah. I I love that. I love that because sometimes founders wanna put other people on the front lines, and it's like, god. Like, no. Like, you are the front lines. But it's more scalable.

Again and, again, we're not trying to be facetious. It is more scalable if the if the founders could spend their time on other tasks. Right? That's more scalable. But if you're doing things that don't scale, you embrace the suck. Right? You give it a hug. You're like, yes.

I love doing this horrible work. That is what actually doing things that don't scale is. Well, then to your point, you learn.

You learn what other people are unwilling to learn. So you build a better product, and so you serve your customers better. And especially when you're dealing with incumbents, you better believe that their senior management team isn't out on the frontline. So whoever is developing the product there, they have some researcher or some outsource person doing all this customer surveys and crap.

And if you're on the frontline, you'll learn 10 times more than they will. What about your friends who are making fun of you? Because you're doing this shit work. You tell your friends what you're doing. You know, they work at Google. They get free food and free laundry and Google bus. And they're like, what are you you're you're do you're hand delivering food?

Like, you're you're hand adding links to your own link sharing website? Like like, how do you get over the know what I was telling you? Like, you are an idiot. That's not how it works. I know how it works. I work at Google.

Well, you you are an idiot because you started a company. No. Just kidding. Like like, this is what comes with the territory, friends. Like like, if it were easy to start a company and anyone could quit their job at Google and just magically have product market fit and be successful, way more people would do it. Like, how many Googles are there in the world? Not many. Yeah.

And it's because there's this this stage screens out most people because it sucks. Right? Yeah. It sucks hard. Yeah. And so most people look at this, and they're like, I have to do what? And then most likely, I'll fail and I'll go broke, whereas I could keep my high status job. This screens everybody out.

This is why they're not more successful founder like, the the reason why there's not more startups in the world is not because there's lack of good ideas or innovation or, I would argue, even funding. It's basically there aren't enough people.

that really wanna do this stage of the startup and are good at it. Now let's talk about this kind of we keep on bringing Google. Let's go on with this phenomenon. I see so many young founders basically saying, like, before I start a startup, I need to work in a big company. That's where I'm gonna learn how to do it. Do you think Google's gonna help?

Or where how do you think it helps, and how do think it helps? Because I think it's it's more nuanced than just one or the other. To set the scene,.

if you've ever interviewed for, like, a programming position at Google or Facebook or Amazon, a lot of what they have you do is design algorithms that ideally are scalable algorithms. Right? Like, ideally, you're not, you know, bubble sorting on the whiteboard during during your interview at Google. Right?

And so it gets ground into you during the selection process that your job is to design solutions that scale. And when you're inside of a big tech company, you you're rolling things out to millions or tens of millions of people. And so you you're you're beat into your head that you only scalable solutions are good solutions. Right?

Like, if Facebook had some new feature, but it required them to buy a hundred times more servers, which would bankrupt the company, guess what would happen to your bright idea? Can't do it. It's gotta be more scalable. Right? Or like, it so every every single product idea or feature that you build inside these companies is viewed through the lens of scalability, and rightfully so.

You still with me? Yes. Yes. Now this is what's funny if you think of these jobs as training for startups, is that now you've had deeply ingrained into your brain what I would argue is not helpful at the earliest stages. This is helpful when you make it to late stage. Hallelujah. Right?

But the earliest stages, you just got immersed in a culture that is not helpful versus if you never worked at one of these companies and you just, like, graduated college, no one ever told you to worry about scalability. You're like, yeah. Cool. Whatever. Like, you know, I wrote the algorithm with a bubble sort. That's okay. Right?

Like like, you've never been yelled at by your boss because you came up with unscalable ideas.

You want to be trained at doing just enough as opposed to doing perfect job. And, like, the startup needs to do just enough and Google needs to do way better than just enough. And I think that, like, what's hard for me is that sometimes you see those founders and they can't launch.

They're like, oh, something's broken or, oh, a customer didn't like this. And they just, like, cannot bring themselves to launch because it's not perfect. Well, think about it. If you're at Google and you launch a new feature or if you're at Facebook and you launch a new feature and it doesn't scale, like, if it doesn't work, that's the fail. Like, congratulations. You suck, and your team sucks.

Right? Like and, again, like, they're not wrong, but, like, the all the incentive structure is set up to not launch a feature.

that is not scalable. This is where that scalable word comes in. Right? You're not helping the company. So one thing I think is helpful is, like, how do we help founders prepare their minds for this zone? And we're telling you it's gonna suck. We're telling you to do things that people are gonna make fun of you.

We're telling you that you might have to live in this spot for a while before things start looking better. I think that the big challenge the founders make is screwed up expectations. Like, the big challenge is that founders think I launch it and then it's gonna work. And I really wish founders went in with the mindset, like, I don't care if it takes two years to work.

Like like, how do you set your mind up so that you're immediately not disappointed? Because I think that it's like, you we talk about this all the time. Maintaining motivation is like three quarters of this game. I I think this is a great question, and it's funny how much the questions.

like, if someone got to spend time with us, Michael, you know, say say say someone went to dinner with us, what they wanna ask us about is, like, fundraising doctor.

Networking with you know, I know what it I know exactly what people would wanna talk to us about, but, usually, what we usually, what you should be asking us to talk about is, like, emotional well-being and maintaining motivation and dealing with high stress situations and dealing with criticism. Like, a lot of people aren't prepared for people on the Internet criticizing them. It's hard. Yeah.

Right? Yep. And so it's funny how much what people think expertise, like, what they think they want help with and what they actually need help with are not the same thing. Yes. And think about how many startups that we fund die, basically, because the founders run out of gas and get sad and wanna go back to their jobs at Google because this was not what this was not what they thought it was.

Man, motivation I don't think motivation is about how shitty something is.

Right? Like, I think it's about how shitty did you think it was gonna be when you started. I think that's what screws your motivation. It's like, how shitty did think it was gonna be when it started? That's why, I mean, honestly, when I do talks to college kids now, I'm just like, this life sucks. Like, this is the first thing out of my mind. It's like, this life sucks.

It's like getting punched in the face every day.

And, like, real pay face punch. Like, but not like fake it's like, if ever get punched in the face, you remember that shit for like the rest of your life. Why? Why? That is like I mean, to this day, I'm sure you do too. Man, I have like bad dreams about my startups. I still have like, it's not like we're we're insulated from this. This was hard.

This was like the hardest shit we ever did. Yes.

By far. And we probably will ever do. Right? So, I mean, to kinda wrap this up. Right? Like, this idea of do things that don't scale. One, it's gonna be counterintuitive. Two, expect people around you to not understand.

And to actively think you're stupid. Like, not just not understand, but actively tell you you're being an idiot. Like, why are you delivering burritos? Like, what on earth are you thinking? Like, you're making a like, they'll they'll, like, stage an intervention for you. You're screwing up. Your friends will come together. They'll set you down and be like, what are you doing, man?

This is a This is not what you should be doing.

Expect it to look way different than what your larger competitors are doing now. Expect it to look way different. And expect yourself to be the primary actor. You're not acting through others. You are the doer. Anything else to add, though? What are the to wrap this up? I think if you look at other companies that raise a lot of money,.

you're inclined to copy that strategy of what they're doing. So, again, if you see someone all these companies are doing, I don't know, ten minute delivery. Right? Like, the hot new thing. And so they're like, oh, this company raised 50,000,000. I better raise 50. Do things that don't scale is cool. Yeah.

Not for you. Go do one delivery. Like, when I see people fail a lot, it's that they they wanna get a thousand customers and they can't get one. Just being able to say one, we have we've delivered one burrito separates you from the pack. Yes. And so, again, maybe this is this is an inspiring thing. Actually doing something Yes. Is much better than average.

You're congratulations. You're in the top half of Starrett founders if you can get out of your own way enough to do one thing.

To extend that and if you can get that person to do it again. They enjoyed it enough the first the customer enjoyed your product enough the first time that they're gonna use it again. Because that's the other question. Oh, we have a ton of users. Like, oh, like, how often do they come back? It's like, come back? Are we supposed to be looking for were we supposed to be measuring that?

Was that on the test? I didn't I didn't study for that one. It's like, well, okay. Alright. That's two things that don't scale. Don't just take our word for it though. The essay is online. You can read it.

And trust me, you'll get a lot of out of it if you just go read it. So Google search do things that don't scale PG and I'm sure you'll get the link on the top. Alright. See you later, Dalton.