The Wisdom List: Doing the Hard Things and Protecting Your Principles

The Wisdom List: Doing the Hard Things and Protecting Your Principles

In the fast-paced world of startups, it's easy to get caught up in the urgency of building a successful company. But according to Kevin Aluwi, co-founder of Gojek, one of Indonesia's most successful tech startups, it's important not to let that urgency distract you from tackling big, thorny problems. Doing the hard things is one of the most effective ways to build true defensibility.

Building a great startup requires focus and determination. As Leif Abraham said, having focus doesn't mean saying no to bad ideas; it means saying no to ideas that are exciting, high-potential, and easily justifiable. It means giving 100% to your existing business and not getting distracted by shiny new opportunities. Focus should be painful because it means prioritizing the few ideas that will drive nearly 100% of the value.

But having a clear focus is not enough. It's equally important to protect your company's principles. Clear company principles help your team make faster, better decisions. They provide a framework to follow and enable autonomy. Failing to protect these values can shift your company towards an "exception-based" culture, where transgressions become the norm rather than the exception.

Violating your company's values comes at a high cost. While you might get away with a couple of transgressions, over time, you create a different culture than the one you intended to. Whenever you're tempted to act against your company's principles for expediency's sake, recognize what you're risking. Hiring someone who is only a partial fit creates an organizational debt that will have to be paid off at some point. And the longer you leave it, the larger your bill can grow.

Building a successful startup is not just about having a 10x better product. It's also about building an exceptional brand. This becomes increasingly important over time as competitors recognize the opportunity in your space and as you expand beyond your core customer demographic. Having a robust brand requires a promise to consumers, transparency, and commitment. It's about caring about people with empathy.

Transparency has helped Gojek build trust with its customers and with the people working on the platform. By being transparent about their values and their commitment to the country they're from, Gojek has built a strong and loyal customer base. Transparency is not just a buzzword; it's a fundamental aspect of building a successful brand.

So, how do you apply these insights to your own startup journey? Here are three actionable pieces of advice:

1. Embrace the hard things: Don't shy away from tackling big, thorny problems. Doing the hard things is what will set you apart and build true defensibility for your startup. It may take more time and effort, but the dividends in the long run are worth it.

2. Protect your principles: Clearly define and protect your company's principles. They will guide your team in making better decisions and acting autonomously. Failing to protect these values can lead to a culture that strays from your intended path.

3. Build an exceptional brand: It's not enough to have a great product. You also need to build a strong brand. Make a promise to your customers, be transparent about your values, and show empathy towards the people you serve. This will create a robust brand that attracts loyal customers.

In conclusion, building a successful startup requires doing the hard things, protecting your principles, and building an exceptional brand. These three pillars are essential for long-term success and defensibility in the fast-paced world of startups. So, embrace the challenges, stay true to your values, and build a brand that cares about its customers.