Idea to Startup

Today, we dive into a practical, resilient system to help you carve out and hold time for your startup amidst the craziness of your life. Most startups fail because the founders lose momentum when predictable life things pop up - you were supposed to work on your startup but your kid was sick or your job gets busy. You need to build a system that adjusts to this constant "failure state" - one that doesn't require Herculean willpower (wake up every day at 4am) and makes working on your startup easier than ignoring it. Today, we help you do that. 
 

• Tacklebox
• Loom
• OneTab
• Light Phone II

00:26 A System to Make Time for your Startup This year
02:55 Dad Fitness Club Idea
04:59 Smooth Jazz
05:41 Sell the Position
09:13 Life Inventory
10:11 Never Rely on Willpower
10:57 Previously On
12:42 The Five Minute List
13:44 Do The Thing
15:57 The End + The System

Seth Godin (!) and Brian go through startup ideas. Seth gives his opinion on how he’d start everything from a pasta truck to an updated CSA program. We dive into risk, emotion, tension and doing things that matter. Seth talks about the distinction between entrepreneurs and freelancers and the danger of thinking you’re one when you’re really the other. We talk about marketplaces and domain expertise and knowing what it is you’re actually selling.

This is Brian's favorite episode ever.

• The Song of Significance
• Tacklebox
• Purple Cow
• Linchpin
• The Dip
• Ted Talk - How to Get Your Ideas to Spread
• The Tribes We Lead
• Seth on Farnam Street - Failing On Our Way To Mastery
• The Coaching Habit - Michael Bungay Stanier
• Farmer Jones
• Ecosia Search Engine
• Poilane Bakery

01:45 How Brian and Seth Met 05:10 Idea #1 - Helping Doctors and Patients get 2nd (and 10th) opinions 10:48 Idea #2 - How to Start a Pasta Truck 13:01 Landlords and Renters 14:45 Bootstrapping the food truck - emotional vs. financial risk 17:13 Can you start a business if you’re not a domain expert? 18:42 Idea #3 - The Scalable Coach 22:50 Entrepreneur Pacs 26:15 - Idea #4 - Update to CSAs 31:20 - How to Pitch Something Uncomfortable - who takes the risk 34:15 - Idea #5 - Cost Transparency 40:37 - Confusing Freelancing and Entrepreneurship 45:08 - The Billboard Question - (outstanding, make sure you get here)

Today, we’ll teach you how to avoid sabotaging your startup. Most founders think the best way to build a startup is to mitigate risks - to optimize for worst case scenarios. But the actual way to build a successful startup is to optimize for tasks with the highest ceiling - to do the things that might give you asymmetric gains, if they work. This is unnatural and hard - the Problems and Opportunities Method, the second in our Method series, will help.  

• Tacklebox
• Idea to Startup Newsletter
• Day One App
• The Hail Mary Pass that Saved Hinge
• Loss Aversion is Paralyzing Your Startup
• Feast of the Seven Fishes

00:22 Problems and Opportunities
02:26 Find Your Lobster Story
08:10 Asymmetric Progress
10:00 Smooth Jazz
10:45 The To Do List Monster
14:20 The Obstacle is the Way
15:12 Ambiguity Aversion, Loss Aversion, and Magicians
15:55 Helping Parents Plan Dates
18:22 Scheduling and the Actual Downside

Today, we'll help you build a system to be different. We dive into the Persona Venn Diagram Method - a tool designed to help you identify and capitalize on your unique strengths - and we'll talk through how the path you might think holds the least risk actually guarantees the most. This is the first in a series of episodes on the Methods we use at Tacklebox to help our founders build differentiated businesses.

• Tacklebox
• Beehiiv (Idea to Startup Newsletter)
• Day One Journal

00:25 How to be Different
02:16 Talk at Columbia Business School
02:55 The Path to an Interesting Job
06:35 Status and Happiness
09:45 The Happiness Formula
11:43 Smooth Jazz
12:27 The Personal Venn Diagram Method
13:29 Drawing and Adding Circles
17:53 Implementation
19:26 The End

Today, we'll kick off a new series where we'll start an idea live on the pod. Actually, we'll start two. One in the healthcare space, one in the AI space. The hope is that you've got an idea and can follow along with us. Today we'll cover when your idea is ready to start, how to structure the first couple of weeks, and how to think about the giant boulder sitting in front of you. Also, there's a brief Ruby cameo because she's been absent for a few weeks. 

• Tacklebox
• AI Brian
• 4000 Weeks

Today we'll help you find an identity. An identity is something unique that you can organize your business beneath. A north star that can act as a lens for every decision you make. We talk through how to use category shifts and first principles to find and evaluate possible identities and when to stick with an identity vs when to jump ship. We use a bunch of examples - from an Italian restaurant to a skincare company called Jolie to the 1994 Arkansas Razorbacks basketball team. 

• Tacklebox
• Jolie
• Perfect Bar
• How "40 Minutes of Hell" Became an Iconic Basketball Brand
   

00:27 An Identity Helps You Move Fast and Keep Momentum
03:30 Black Friday - Lack of Clear Identities
06:22 Smooth Jazz
06:53 Categories
09:11 Jolie
12:12 First Principles
12:42 Arkansas Basketball’s “40 Minutes of Hell” Identity
15:50 Career Coach Identity
17:40 Stay Disciplined
19:42 Changing Too Quck vs. Staying Too Long
20:34 Throw with Conviction

21:11 Tacklebox

Today we'll outline two frameworks that'll help you find a meaningful differentiator. We'll use a bunch of examples to show how Inversion + Before and After can change your business. A baseball academy, Krispy Kreme, and Nutrisystem help show us the way to a product your customers will happily overpay for.

• Tacklebox

Today, we'll talk about why so many entrepreneurs can't effectively explain what they're doing to their customers. The short answer is they speak the wrong language. Customers speak Problem, entrepreneurs speak Solution. It's like two people trying to have a conversation when one only speaks Latin and the other only speaks Dutch.

We go through how to start speaking Problem, and show the power of Problem Language through a live idea test - two landing pages for an AI bot to help people get out of debt: one with Solution Language, one with Problem Language. 

• Tacklebox
• Twinbox - the Idea to Startup AI Bot
• The Brain Audit

00:00 Tacklebox
00:37 How to Speak Problem
01:21 The Brain Audit
01:55 Farm Stand Problem Language
06:03 The Idea: AI to Get Out of Debt
07:38 Smooth Jazz
08:07 Why You Won’t Use Problem Language
10:31 Signs in NYC
15:00 AI for Debt
17:41 Landing Page Test
19:18 The End: This Is Everywhere - Cold Email Examples

Today, we'll help you build an SOP for testing startup ideas. We'll use an example from a listener - a startup in the homeschooling space - as a guinea pig. The best way to have a great startup idea this time next year is to test out a bunch of ideas in the interim. This SOP will help you do it, and scale the process.

• Tacklebox
• Byldd

00:00 Tacklebox
00:30 Pros and Amateurs
02:08 Homeschool Idea
05:47 The Story of Future You
06:16 Entrepreneur Pro Tactic Number One - Working Backwards from Dreams
07:42 BYLDD
08:50 SOPs
14:19 An SOP for a Problem Worth Solving
14:46 Customer Language
15:55 SOP Problem Doc
19:40 The Stakes
23:00 The Startup Journal

Today, we'll talk about pros and amateurs. Pros build businesses that have a shot - amateurs never leave the starting gate. Unfortunately, most amateurs don't know they're approaching their idea the wrong way.

We talk through your vision and your internal system - the internal process you'll build, automate, and scale to help you execute that vision. We do it with a little help from the best run solo business I've encountered (an interior designer), and the best tool for your internal system (Zapier).

• Tacklebox
• Fiverr
• Zapier