Jason Fried

Quotes are word for word from the source.

• Iterative development

  “Don't expect to get it right the first time. Let the app grow and speak to you. Let it morph and evolve. With web-based software there's no need to ship perfection.”

  Our noteJason explains why web software should be built in cycles rather than all at once.

• Focus on the essence

  “Epicenter design focuses on the true essence of the page - the epicenter - and then builds outward. This means that, at the start, you ignore the extremities: the navigation/tabs, footer, colors, sidebar, logo, etc.”

  Our noteJason explains the core concept of epicenter design in product development.

• Questioning the struggle

  “When you struggle for so long with something, it's generally a good idea to question the purpose of your struggle.”

  Our noteJason reflects on his long-term difficulty in creating a standardized elevator pitch for Basecamp.

• The illusion of progress

  “Business is filled with not moving, because not moving often looks like moving. Meeting about it. Considering it. Conceptualizing it.”

  Our noteHe warns that meetings and conceptualizing can often disguise a lack of real progress.

• Need for Perspective

  “If nothing else, two people who see many things the same way inherently lack perspective.”

  Our noteDiscussing why having only two C-level executives was a strategic risk.

• Building momentum

  “Done means you're building momentum. But wait, what if you screw up and make the wrong call? It's ok. This isn't brain surgery, it's a web app.”

  Our noteJason explains why making quick decisions is better than over-analyzing in software development.

• Effort vs Outcome

  “You can push a ball uphill, but should you? Not only does it take a ton of effort, you can't really see what's over the edge until you get to the top of the hill.”

  Our noteJason discusses the inefficiency of forcing progress through sheer willpower.

• Authentic communication

  “Speak for yourself. Don't let anyone speak for you. Don't have someone else Tweet on your behalf. Or write posts under your name. Or take your calls. Or read or respond to your emails.”

  Our noteJason emphasizes the importance of founders maintaining their own voice in all communications.

• Quality vs Exit

  “The sad fact is cashing in often begins to trump building a quality product.”

  Our noteJason discusses the negative impact of investor pressure on product quality.

• Value of in-person connection

  “Remote work remains our preferred method - and we'll continue building our global group remotely - but getting together like this brings crystal to clear: Nothing beats a meal, a smile, a handshake, and a hug in person.”

  Our noteJason reflects on the unique value of physical meetups despite being a remote-first company.

• Let customers be memory

  “Don't worry about tracking and saving each request that comes in. Let your customers be your memory. If it's really worth remembering, they'll remind you until you can't forget.”

  Our noteJason explains why you don't need a formal system to track every single feature request.

• Respecting the customer

  “Everyone wants to be heard and respected. It usually doesn't cost much to do either. And it doesn't really matter all that much whether you ultimately think you're right and they're wrong.”

  Our noteJason emphasizes that empathy and respect are more important than being technically right in a dispute.

• Transparency in failure

  “If something goes wrong, tell people. Even if they never saw it in the first place.”

  Our noteJason emphasizes the importance of admitting mistakes even when they go unnoticed.

• Defining product direction

  “Sometimes the best way to know what your app should be is to know what it shouldn't be. Figure out your app's enemy and you'll shine a light on where you need to go.”

  Our noteJason explains how identifying a competitor or a philosophy to oppose helps clarify product goals.

• Intuitive Product Design

  “You don't need a manual to use Yahoo or Google or Amazon. So why can't you build a product that doesn't require a manual?”

  Our noteJason challenges the assumption that software products inherently require manuals or training.

• Interruption based culture

  “If you're constantly pulling people into things, then yeah, where they are right now matters.”

  Our noteJason contrasts interruption-driven cultures with asynchronous ones.

• Uselessness of presence

  “Truth is, there are hardly any good reasons to know if someone's available or away at any given moment.”

  Our noteJason argues against the need for real-time status indicators in work tools.

• Software with vision

  “The best software has a vision. The best software takes sides. When someone uses software, they're not just looking for features, they're looking for an approach.”

  Our noteJason explains why software should have a clear point of view instead of being neutral.

• Ignore the wrong customers

  “And remember, if they don't like your vision there are plenty of other visions out there for people. Don't go chasing people you'll never make happy.”

  Our noteJason advises founders not to compromise their product vision to please everyone.

• Simplify before meeting

  “Meetings usually arise when a concept isn't clear enough. Instead of resorting to a meeting, try to simplify the concept so you can discuss it quickly via email or im or Campfire.”

  Our noteJason suggests clarifying ideas to avoid the need for formal meetings.

• Active Enjoyment

  “Objects (and experiences) don't make you anything, you have to enjoy them . Enjoying something is plenty.”

  Our noteJason discusses the shift from passive expectation to active enjoyment of things we buy.

• Handling outgrown customers

  “If they no longer fit, wish them well. If you can help them fit in a way that benefits your customer base as a whole, then local accommodation equals global improvement.”

  Our noteJason explains how to handle customers who have outgrown your product's current scope.

• Directional decisions

  “While a common decision may alter a specific feature, design, or implementation, a directional decision remaps the fundamental trajectory of the entire product.”

  Our noteJason explains the difference between minor product tweaks and major strategic shifts.

• Embrace tradeoffs

  “When there are no tradeoffs in the conversation you're having, you know you aren't building, you're just talking.”

  Our noteJason emphasizes that real product development requires making difficult choices.

• Importance of local motivation

  “The most important thing in software development is motivation. Motivation is local - if you aren't motivated by what you are working on right now, then chances are it won't be as good as it should be.”

  Our noteJason explains why immediate motivation is critical for the quality of software development.

• Self awareness assessment

  “What are the things people are great at, and not so great at. And do they always know which is which?”

  Our noteHe looks for whether a candidate understands their own strengths and weaknesses.

• The Precision Trap

  “The quest for knowing exactly has preoccupied entire industries with impossible answers, and pushed entire categories of tools towards the wrong trends.”

  Our noteJason critiques the industry-wide obsession with perfect forecasting in software tools.

• Value of mistakes

  “When someone else is watching, people are especially careful not to make mistakes - yet mistakes are exactly what you're looking for.”

  Our noteJason explains why observed testing hides the most valuable data.

• Lean team efficiency

  “When there's too many people involved, nothing gets done. The leaner you are, the faster - and better - things get done.”

  Our noteJason discusses why small teams are more effective even within large organizations.

• Define product vision

  “Before you start designing or coding anything you need to know the purpose of your product - the vision. Think big. Why does it exist?”

  Our noteJason emphasizes the importance of establishing a core purpose before starting technical work.