Tweets

Justin Jackson
Justin Jackson@mijustin
Replying to @JoshuaPDawson
@JoshuaPDawson Great story! Incredible to see how (for many people, including me) our “big breaks” come when folks give us a chance.
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Justin Jackson
Justin Jackson@mijustin
@pjrvs Sorry I missed your tweet.

I’m currently using coupons at Arby’s, and will be indisposed for the rest of the day.

You can reach me by calling Arby’s.
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Justin Jackson
Justin Jackson@mijustin
RT
RT @arvidkahl: For anyone interested in the newsletter with the FeedbackPanda case study, it is really worth subscribing to. Justin is a gr…
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Justin Jackson
Justin Jackson@mijustin
Replying to @petersuhm
@petersuhm Yeah, I don't really know either. I'm just trying to ask myself the hard questions.
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Justin Jackson
Justin Jackson@mijustin
Replying to @petersuhm
@petersuhm Yes, I hard that in university too.

The problem is our economic model has always been incompatible with the ecological model.

Ecologists have a very different viewpoint on economic growth. 😉
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Justin Jackson
Justin Jackson@mijustin
Replying to @petersuhm
@petersuhm It seems like we are becoming more efficient, but overall consumption is still higher than the planet can withstand.

It feels like all we can do is "cause the least amount of harm possible" and hope for the best.
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Justin Jackson
Justin Jackson@mijustin
Replying to @mijustin
The other challenge: it's hard to stop a successful company from growing!

"Now the bad news. Let's say all of this works: you create this little company and it's making $30k a month in profit. What happens next? It keeps growing that's what it does."
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Justin Jackson
Justin Jackson@mijustin
Replying to @mijustin
There are more factors that influence a business than just inflation: the labor market, the cost of goods, the cost of energy, competition, the cost to acquire a customer.

If any of those costs go up, you'll need to bring in more revenue, and likely increase your consumption.
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Justin Jackson
Justin Jackson@mijustin
Replying to @mijustin
@beberlei Ah, wait I get it now.

You're saying actually consumption doesn't increase; just the cost of that consumption.
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Justin Jackson
Justin Jackson@mijustin
Replying to @beberlei
@beberlei I don't think I understand what you're saying. Can you point me to a resource that explains this more fully?
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Justin Jackson
Justin Jackson@mijustin
Replying to @mijustin
So, if you were making $150k in 2015, you'll need to earn $15,000 more in 2020 just to keep pace with inflation.
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Justin Jackson
Justin Jackson@mijustin
Replying to @mijustin
In practice, your company will need revenue growth just to keep pace with:

- Increase in business costs (2% each year is pretty conservative)
- Increase in cost-of-living costs (currently 2%-3%) for employees

If costs go up by 2%/year, revenue also needs to increase by 2%/year
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Justin Jackson
Justin Jackson@mijustin
Replying to @mijustin
There are some folks saying that businesses don't need to grow, that they can get to "enough" and just coast.

But, I can't see how that works practically.
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Justin Jackson
Justin Jackson@mijustin
Replying to @borekb
@borekb The more I dig into both, the more I see they're not wrong.
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Justin Jackson
Justin Jackson@mijustin
Replying to @AndrewAskins
@AndrewAskins Yup. Exactly.

Foundationally, inflation itself requires companies to increase revenue every year.

Theoretically, growth could be slowed, but not eliminated.

#2864a996397e" rel="noopener noreferrer">https://www.forbes.com/sites/joshbersin/2018/10/31/why-arent-wages-keeping-up-its-not-the-economy-its-management/#2864a996397e
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Justin Jackson
Justin Jackson@mijustin
Replying to @erwblo
@erwblo One foundational reason revenue needs to grow is inflation.

You might have enough to pay salaries today, but if you want to keep up with inflation, you'll need to increase salaries (which would require revenue growth).

#2864a996397e" rel="noopener noreferrer">https://www.forbes.com/sites/joshbersin/2018/10/31/why-arent-wages-keeping-up-its-not-the-economy-its-management/#2864a996397e
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Justin Jackson
Justin Jackson@mijustin
Replying to @mijustin
Maybe this is all we can do.

"Cause the least amount of harm possible."
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Justin Jackson
Justin Jackson@mijustin
Replying to @mijustin
@PaulHawken Pragmatically, true human sustainability on the planet isn't realistic.

"We have to accept that fact and not delude ourselves into thinking something is sustainable. Then you can try to achieve a situation where you’re causing the least amount of harm possible." – Yvon Chouinard
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Justin Jackson
Justin Jackson@mijustin
Replying to @dohertyjf
@dohertyjf Can you explain what you mean (in this context) when you say "business and economy are different."

Do you mean this with respect to growth?
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Justin Jackson
Justin Jackson@mijustin
@brhea @benediktdeicke Former brick-and-mortar store owner here. 👋

Happy to chime in on this. I have lots of opinions. 😉
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Justin Jackson
Justin Jackson@mijustin
Replying to @dbchhbr
@dbchhbr Up until this point in history, economic growth has depended on those three things. 😉

Unless you've found a counterexample I haven't seen yet?
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Justin Jackson
Justin Jackson@mijustin
Replying to @mijustin
As founders, it's hard enough to wrestle with the "normal" issues, much less wrestle with existential questions.

But this is the kind of stuff that keeps me up at night...
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Justin Jackson
Justin Jackson@mijustin
Replying to @mijustin
But on a macro-scale, our economic system relies on perpetually increasing:

- resource extraction
- population growth
- energy usage

(Not sustainable)
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Justin Jackson
Justin Jackson@mijustin
Replying to @mijustin
On a micro-scale: "How much MRR is enough?" is a silly question, because, in our current global economic model, your business has to keep growing (or it will eventually die).
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Justin Jackson
Justin Jackson@mijustin
The "conventional capitalist" in me knows that "if your business isn't growing, it's dying."

BUT...

The burgeoning ecologist in me knows that our planet can't sustain perpetual economic growth.
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Justin Jackson
Justin Jackson@mijustin
RT
RT @mijustin: Even with good principles, there are no guarantees!

In surfing, you paddle out hoping to catch a good wave.

Knowing which w…
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Justin Jackson
Justin Jackson@mijustin
Replying to @arvidkahl
@arvidkahl Yes, a pre-existing behavior seems to be what we’re looking for.

If we’ve already “hired” something else to do the same job in the past, and we’re not satisfied with it, we’re more likely to hire something else in the future.
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Justin Jackson
Justin Jackson@mijustin
Replying to @mijustin
Even with good principles, there are no guarantees!

In surfing, you paddle out hoping to catch a good wave.

Knowing which wave to catch helps.

Being in the right place helps.

Having the right skills helps.

But even then, there are no guarantees you’ll ride that wave in.
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Justin Jackson
Justin Jackson@mijustin
Replying to @mijustin
BTW – you’re free to do whatever you want.

If you want to start a business based on your gut, go ahead! 😜

But if you want to reduce your risk, look for existing demand in your segment (or in a parallel category).
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Justin Jackson
Justin Jackson@mijustin
Replying to @arvidkahl
@arvidkahl I’m curious about this.

There was clearly momentum in that market (an increasing number of teachers earning a living teaching English).

We’ve seen a similar pattern of “paying for things that make you better in your career” in the dev market.

Do you think it’s the same here?
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Justin Jackson
Justin Jackson@mijustin
Replying to @mijustin
This approach isn’t just for bootstrappers.

Tesla, Microsoft, Apple, and Amazon all entered existing categories where folks were already spending money.

They rode a rising tide; they didn’t create the wave. 🏄‍♂️
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Justin Jackson
Justin Jackson@mijustin
Replying to @JeanCHoffman
@JeanCHoffman For bootstrappers, this is the approach that works.

But even in the venture funded space:

- SpaceX and Twitter are outliers (and aren’t yet demonstrably good businesses yet)
- Tesla and Apple both entered existing categories where folks were already spending money
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Justin Jackson
Justin Jackson@mijustin
Replying to @mijustin
Apple has consistently followed this approach.

They didn’t make the first:

- PC
- Laptop
- MP3 player
- Smart phone

They saw the existing demand, and built on it.
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Justin Jackson
Justin Jackson@mijustin
Replying to @apnerve
@apnerve Apple’s always followed this. They didn’t make the first:

- PC
- Laptop
- MP3 player
- Smart phone

They saw the existing demand, and capitalized on it.
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Justin Jackson
Justin Jackson@mijustin
Replying to @mijustin
Don’t look for “problems that need solving.”

Look for categories where people/businesses are already spending money.

From an entrepreneur’s POV, if folks are willing to spend money on it, it’s a problem worth solving.
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Justin Jackson
Justin Jackson@mijustin
Replying to @mijustin
Entrepreneurs need to follow the money:

“Where is it already being spent, and how can I get a piece of it?”
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Justin Jackson
Justin Jackson@mijustin
Replying to @mijustin
There should be be evidence that folks are already spending money in the space you’re thinking of entering.

Before AirBnB, folks paid money to stay at hotels, B&Bs, cottages, vacation homes, and hostels.

Annually, people spend $570 BILLION on travel accommodation.
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Justin Jackson
Justin Jackson@mijustin
If folks aren’t already buying what you’re thinking of selling, don’t start that business!
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Justin Jackson
Justin Jackson@mijustin
Replying to @Patticus
@Patticus In gaming, doesn’t pricing work this way?

Sell the game systems at a loss, make your money selling games and accessories.
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Justin Jackson
Justin Jackson@mijustin
I think about this Fat Mike (NOFX) interview constantly.

It's a sobering reminder about the dangers of fast growth (for bands and businesses).

"Once you get really big, you can't hold on to it. You can't sustain that level of popularity. Our level of popularity we can sustain."
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Justin Jackson
Justin Jackson@mijustin
Replying to @mcardle87
@mcardle87 Yes! He builds these all the time. He's always building and re-building them.
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Justin Jackson
Justin Jackson@mijustin
I've been wanting to share this forever:

My 11-year-old made a vending machine out of LEGO that dispenses OREOS and it REALLY WORKS and it's AMAZING.

https://youtu.be/lTlaaWINYVs
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Justin Jackson
Justin Jackson@mijustin
RT
RT @gonedark: The third episode in our 6 part mini-series on testing just hit the airwaves. In this episode, @jessarchercodes and I focus o…
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Justin Jackson
Justin Jackson@mijustin
Replying to @mastermaq
@mastermaq I'm not a big fan of "think bigger" startups.

Increasingly: if you can't get traction when it's small, it won't have traction even if it's big.

There are a few exceptions, but not many.

(And a lot of the exceptions are in trouble now: WeWork, Uber, etc)
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