Rework (Table of Contents)

1. Promotion

1.1. Welcome obscurity

1.2. Build an audience

1.3. out-teach your competition

1.4. Emulate chefs

1.5. Go behind the scenes

1.6. Nobody likes plastic flowers

1.7. Press releases are spam

1.8. Forget about the Wall Street Journal

1.9. Drug dealers get it right

1.10. Marketing is not a department

1.11. The myth of the overnight sensation

2. Hiring

2.1. Do it yourself first

2.2. Hire when it hurts

2.3. Pass on great people

2.4. Strangers at a cocktail party

2.5. Resumes are ridiculous

2.6. Years of irrelevance

2.7. Forget about formal education

2.8. Everybody works

2.9. Hire managers of one

2.10. Hire great writers

2.11. The best are everywhere

2.12. Test drive employees

3. Damage Control

3.1. Own your own bad news

3.2. Speed changes everything

3.3. How to say your sorry

3.4. Put everyone on the front lines

3.5. Take a deep breath

4. Culture

4.1. You don't create a culture

4.2. Decisions are temporary

4.3. Skip the rock stars

4.4. They're not thirteen

4.5. Send people home at 5

4.6. Don't scar on the first cut

4.7. Sound like you

4.8. Four-letter words

4.9. ASAP is poison

5. Conclusion

5.1. inspiration is perishable

6. Takedowns

6.1. Ignore the real world

6.2. Learning from mistakes is overrated

6.3. Planning is guessing

6.4. Why grow?

6.5. Workaholism

6.6. Enough with "entrepreneurs"

7. Go

7.1. Make a dent in the universe

7.2. scratch your own itch

7.3. Start making something

7.4. No time is no excuse

7.5. Draw a line in the sand

7.6. Mission statement impossible

7.7. Outside money is plan Z

7.8. You need less than you think

7.9. Start a business, not a startup

7.10. Building to flip is building to flop

7.11. Less mass

8. Progress

8.1. Embrace constraints

8.2. Build half a product, not a half-assed product

8.3. Start at the epicenter

8.4. Ignore the details early on

8.5. Making the call is making progress

8.6. Be a curator

8.7. Throw less at the problem

8.8. Focus on what won't change

8.9. Tone is in your fingers

8.10. Sell your by-products

8.11. Launch now

9. Productivity

9.1. Illusions of agreement

9.2. Reasons to quit

9.3. Interruption is the enemy of productivity

9.4. Meetings are toxic

9.5. Good enough is fine

9.6. Quick wins

9.7. Don't be a hero

9.8. Go to sleep

9.9. Long lists don't get done

9.10. make tiny decisions

10. Competitors

10.1. Don't copy

10.2. Decommoditize your product

10.3. Pick a fight

10.4. Underdo your competition

10.5. Who cares what they're doing?

11. Evolution

11.1. Say no by default

11.2. Let your customers outgrow you

11.3. Don't confuse enthusiasm with priority

11.4. Be at-home good

11.5. Don't write it down

12. First: the new reality

12.1. Today anyone can be in business