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`0:46:38`

When you're just like little things, and they can't throw you off too much if you get something wrong and it's small. Now, someone could say, "Well, you're going to miss big opportunities," and, yes, maybe so. So what? So what? If I can stay alive, doing the thing I'm doing and…

`0:47:26`

where conventional thinking often fails." What Brad noticed is that great business leaders are pattern spotters, but you can't spot patterns if you can't see all of your data. Most businesses only use 20% of their data. Why? Because 80% of customer intelligence is invisible. It's hidden in emails, transcripts, and conversations. That's…

`0:48:12`

first of all? Because I'm guessing. — Like what you just said. Why are you worried about all these other opportunities out there in the world? You just seem to be focused on, like, "I'm building the business the way I want. It's a perfect business for myself." You're kind of not oblivious, I…

`0:49:00`

that's the way you think it has to be done or can be done. You're not open to alternatives because you don't see them anywhere. And people then build out of fear. Like, "Gosh, they're doing this, they're launching this. I have to meet them. There has to be parity between my…

`0:49:45`

I don't think they need to come back. Everyone's always like, "How does that come back and help you build your business?" I don't know. I don't care. Why does it have to? Why does everything have to come back to business? Why does everything have to influence your decisions? These are all…

`0:50:32`

I don't want to look at that. I want to look at the sun, I want to look at the ocean, I want to go for a walk, I want to look at nature, I want to look at great furniture, I want to be in great architecture. That fills me up in a way. I…

`0:51:23`

I mean, she loved it, and I'm so glad she went, and the pictures are incredible, and it seems like an amazing experience. But there's something very cool about things that have just evolved on their own that are not influenced by other things, and I try to think of us as the Galapagos. I…

`0:52:10`

Someone has a successful product, and then all future products for the next three years look just like theirs. That says to me that there's danger here. Don't fall into that trap. Our stuff looks different than everybody else's stuff. Our stuff works differently than everybody else's stuff. Nothing works like Basecamp, HEY…

`0:52:57`

I build the company I want to work at. I hire the people I want to work with. I try to write. I do all of our writing. I don't do the design, I work with our designer to do a lot of that, but he's sort of the visual person there. But I do…

`0:53:44`

If you look at my product demos, I always do the demo for the product, like the launch. They're long, and they're unedited, and I screw up a bunch, and I don't care. If I was sitting with you, what I want to try to get to with this kind of stuff is, if…

`0:54:31`

We don't have a board. We don't have any of these things. It's just us running the show. And the show is open for anyone to see. And we open source most of our work. We're very open about sharing everything we know as best we possibly can. I just feel like there…

`0:55:16`

— I love the idea of doubling down on authenticity and leaving the mistakes in. I remember reading one of your essays a long time ago. I can't remember the culture, but they would do... — Navajo rugs. — Okay. — I'll tell you the story. — Yeah. — I was in Wisconsin, in this little town called Mineral Point, Wisconsin…

`0:56:03`

He's dead now, but he collects Navajo rugs. So, anyone can't go there today, is what I'm saying, but he collects Navajo rugs And I find them very beautiful. They're very simply patterned, and the colors are very vibrant, and they're very interesting, and I don't know what it was, they…

`0:56:48`

You can look at a shape and go, "It's not..." They're trying to make a perfect triangle, but it's not quite right. And I asked him about that. Or there's a stitch that's off, very clearly off. I'm like, "They could have just taken that out and redone it." And again…

`0:57:33`

And this is a record of what happened. I love that. I just thought it was so lovely. And I've tried to do that with the things that I do. I don't want to leave typos and stuff. That's not quite the same thing. But if I make a mistake on a video or…

`0:58:18`

And that's kind of what I'm striving for with this stuff, is not to take things so damn seriously, and build a company that's afraid of itself, and afraid to do anything wrong and afraid to have an opinion. All these companies, not all, that's a very broad statement, all these companies. — Yeah…

`0:59:06`

We don't have a big corporate structure. We're just 62 people currently doing the things that we're doing. We're all accessible, all reachable. No one's hiding from anybody. This is what we do. And there's, again, a thinness, a directness to that which just has an aesthetic value to me that…

`0:59:53`

which is not textbook high quality. But it's beyond high quality because it's a perfect fit for what they wanted for themselves. That's the kind of stuff I like to build. — It's kind of how you're designing your company. — Yeah. Perfect fit for us, for what we want and what we need…

`1:00:38`

You can't hide who you are at that point. — Right. — You're going to like the good, you're going to hear the mistakes, and you used the word endearing, and that's exactly how I feel — Mm-hmm. — for some of the people that I admire. — Mm. — There's something about them that is endearing…

`1:01:27`

I admire anyone who is truly themselves, and that's what that was for you. You're like, "I could have probably faked the accent." You watch TV news, and the guy uses the Hispanic accent for some Spanish word, and you're like, "That's weird." — I know. — You're trying too hard. If you don…