Unkillable

We turn venture-backed startups into crazy fast-growing Scaleups like: Move, Wayhome, Forward Partners, Ramp Network, The Dots, Blok, Uncapped and many more.

Founded to be Unkillable and help others become Unkillable with the Core & Explore Growth Operating System and OKR framework

CEO 

Co-Founder

Google

Advising GfS Startups on OKRs, Product-led-Growth, Prodict-Market-Fit, and Fundraising strategy

AI Product Advisor

Shilling

Founder LP

Seedcamp

Seedcamp Expert Collective - AI, Growth, PMF

ZayaAI

Strategic Advisor

Uncapped

Setting up and hiring the Growth team. 
Setting the organization's Growth goals. 
Separating the known from the unknown 
Implementing Core & Explore™️ (OKRs and Growth process).

Growth Advisor to C-Suite

Forward Partners

Forward Partners is a UK-based VC and studio that we took from private to public (AIM LSE)

I was focused on implementing Core & Explore™️ (OKRs and Growth process) and using it to spin out new ventures, grow NAV, and navigate the path through the IPO.

Advisor to C-Suite (NAV and IPO focus)

The Dots

Implementing Core & Explore™️ (OKRs and growth process)

ICE List

Committee Member

MoveGB

Deloitte Fast50 SW winner - 3rd fastest-growing startup of 2017 - with 6,053% growth 

https://www.deloitte.co.uk/fast50/winners/2017/winner-profiles/movegb/

I turn Startups > Scaleups. PMF and PLG. I write about it at growth-goals.com ✉️ - check it out

👋 I'm Andrew. I love fast-growing Startups. Ex-founder, small-time investor, and I write about Growth/PMF/OKRs.  

I've built high-growth companies in London and Silicon Valley. Over the years, I've sat on all sides of the table as a founder, investor, operator, and advisor. Currently, I have an AI and web3 bias, but I have been everywhere. 

During this journey, I created the Growth/OKR process Core & Explore™, which is now used by thousands of Startups and some large companies. 

Previously, I graduated 500 Startups; was an EIR at Seedcamp; led product and growth at my own Startup; mentored and advised VC funds; and helped behind the scenes at the founder community ICE.

Two truths:⁣⁣
⁣⁣
1. Startups are brutal.⁣⁣
2. The best founders keep validating to find the truth.⁣⁣
⁣⁣
Why?⁣⁣
⁣⁣
The upside is worth the pain.⁣⁣
⁣⁣
Avoiding risk is the biggest risk.⁣⁣
⁣⁣
The hardest things bring the biggest rewards.⁣⁣
⁣⁣
The best opportunities always look painful upfront.⁣⁣
⁣⁣
Here’s how the best founders stay in the game:⁣⁣
⁣⁣
👉 We focus on solving a real problem.⁣⁣
Startups that don’t solve a real pain point won’t survive - no matter how much we raise.⁣⁣
⁣⁣
👉 We launch before we feel ready.⁣⁣
Waiting for perfect kills momentum.⁣⁣
⁣⁣
👉 We prioritise real metrics, not vanity ones.⁣⁣
Sustainable growth wins.⁣⁣
⁣⁣
👉 We adapt fast, without ego.⁣⁣
The market doesn’t care about our opinions - only value.⁣⁣
⁣⁣
👉 We build distribution early.⁣⁣
A great product without users is a hobby, not a business.⁣⁣
⁣⁣
👉 We ruthlessly validate and invalidate.⁣⁣
We find the truth, ruthlessly, scientifically, and fast.⁣⁣
⁣⁣
Is Startup life tough?⁣⁣
Yes.⁣⁣
⁣⁣
Is avoiding it a better option?⁣⁣
No.

Andrew Crump

Talks about #growth, #product, #scaleups, #startups, and #innovation

Ex. Founder/CEO, now Writer/Investor/Advisor. 🧡 PMF, Growth & OKRs

Why some money is too expensive to take:⁣
⁣
Most founders think all cash is equal.⁣
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Wrong.⁣
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Bad investors will suffocate us faster than running out of money could.⁣
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So how can we protect ourselves? We must vet every cheque writer like we're hiring a co-founder, because that's what they become.⁣
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Their industry expertise matters more than just their cheque size.⁣
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A clueless investor with deep pockets will push us towards the wrong market or demand scale before we've even found Product-Market Fit.⁣
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Their panic becomes our death spiral.⁣
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On the other hand - smart money comes with aligned incentives.⁣
⁣
-They understand our stage and respect our timeline.⁣
-They've walked this path before.⁣
-They understand that a Startup is not a business⁣
⁣
Founders can take money from anyone, but smart founders take money from the right people.⁣
⁣
The wrong investors will cost us years and probably our Startup.

I changed the way I take time off.
⁣
Back in my early Startup days in Silicon Valley, I squeezed work into every possible hour. Nights, weekends, whatever was left.⁣
⁣
I told myself that more time working meant faster progress.⁣

 I didn’t realise until much later that choosing the right things to focus on had a far greater impact than simply doing more.⁣
⁣
One of the best pieces of advice I ever got was from Lee Strafford, who told me to start taking half a day every week out of the office just to think.⁣

I went further.⁣

I started blocking a full day.⁣

Looking back, most of the important decisions in my career came from those days, not from the late-night grind.⁣
⁣
I’ve experimented with different ways of working - long days, short bursts, different schedules - but in the end, I realised it’s a marathon, not a sprint. ⁣
⁣
There are moments when we need to push hard.⁣

But staying in the game comes from focused work, done consistently, with enough recovery to stay sharp.⁣
⁣
Now I treat time away from work as part of the operating system.⁣
Thinking days. Long walks. Time with people outside our bubble. Anything that forces distance from the day-to-day.⁣
⁣
Now, I deliberately plan my time outside of work. I fill my schedule with things that force me to step back.⁣
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Startups aren’t about the number of tasks we complete, they’re about choosing the few things that truly matter. But it’s almost impossible to do that when we’re buried in the weeds.⁣
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🧡📈

STOP treating Startups like businesses!

A Startup is not a business.

When we stop treating a Startup like a business, everything changes.

We stop optimising for the wrong things. We stop working on things that do not make sense for a Startup.

A Startup is an organisation trying to find a repeatable, scalable business model.
A business is an organisation executing one.

Not the same game.

As a Startup, our delta is the rate at which we learn at - or in other words, the rate at which we validate or invalidate.

To move towards a repeatable, scalable business model, we are to focus on learning.

We test. We validate. We invalidate.

Once something gets validated, we are one step closer.
If we invalidate something, we are one step closer.

We should never assume.

Finding a repeatable, scalable business model is a search.
And in a search, the winning delta is the rate at which we learn at.

In Startups, constraints move fast.⁣
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One day the bottleneck is here; the next, it’s somewhere else.⁣
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Unlike established businesses, we do not have the luxury of slow-moving challenges or predictable patterns.⁣
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The bottleneck keeps moving, so our team has to move with it.⁣
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This is where generalists matter.⁣
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People who are:⁣
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- Flexible⁣
- Multidisciplinary⁣
- Willing to pivot as constraints shift⁣
⁣
A real example:⁣
⁣In my previous Startup, our lead front-end engineer ended up building our first sales team.⁣
⁣
Why?⁣
⁣
- Sales became the main constraint⁣
- They cared more about solving that constraint than protecting their job title⁣
- They were adaptable enough to learn fast and get it done⁣
⁣
In the early stages, having people who can flex across roles is not a bonus.⁣
⁣
It is essential.

Watch this video to get insights on finding generalists for your team 👇🏻

Don't work on the weekends!⁣

Startups demand everything - time, energy, focus.

Too many of us sacrifice our health in the process, thinking we can power through on caffeine and willpower alone.

The truth is, our Startup is only as strong as we are.
⁣⁣⁣
In my Startup days in Silicon Valley, I worked every hour I could, always pushing harder.⁣⁣⁣
⁣⁣⁣
I used to believe that working more meant getting more done. I didn’t realise until much later that choosing the right things to focus on had a far greater impact than simply doing more.⁣⁣⁣
⁣⁣⁣
Physical fitness isn’t just about looking good - it’s about resilience. A strong body fuels a sharp mind. Better energy, clearer thinking, and the stamina to push through when things get tough.

Burnout doesn’t come from working hard. It comes from working hard without balance. If our body crashes, so does our ability to lead, think, and execute.

Prioritising fitness isn’t a distraction - it’s an investment to build, adapt, and stay in the game long enough to win.
⁣⁣⁣
🧡📈

Outcomes matter way more than outputs.⁣
⁣
Let me explain:⁣
⁣
It matters more what we achieve than what we do. ⁣
⁣
I am yet to find anyone who disagrees with this principle. ⁣
⁣
Which is why I find it quite staggering that of the hundreds of Startups I have helped, I am yet to find one that was taking this fully to heart and considering all of the implications.⁣
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Implication:⁣
⁣
- Unless we have clear goals and all our work is aligned with them - productivity is meaningless.⁣
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Actions:⁣
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- Down tools, until we are clear on our outcomes for our next milestone.⁣
⁣
- Write super clear outcomes.⁣
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- Prioritise these outcomes.⁣
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- Measure success only by these outcomes (not vanity metrics, not being busy, not launching a new product, etc).⁣
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Note: outcomes are NOT initiatives (Work, things, features, etc) - outcomes are the things that these initiatives drive.

A Startup exists to figure out what works.⁣⁣
⁣⁣
We test, we fail, we learn. ⁣⁣
⁣⁣
Every mistake eliminates what doesn’t work and brings us closer to what does.⁣⁣
⁣⁣
The only real mistake? 

Refusing to test in the first place.

We will only grow as fast as our constraint.⁣
⁣
This is an essential Startup principle.⁣
⁣
Somewhere in our organisation, there's something bottlenecking us between where we are today and where we want to be. 

Whether that is building our model when we're a Startup or executing the model once we've figured it out.⁣
⁣
It's not everywhere.⁣
⁣
What most of us do is spend most of our time working on things that aren't aligned with that bottleneck.⁣

And by definition, they can't make us grow.⁣
⁣
One of the fastest ways to grow is to stop working on everything that isn't the bottleneck.

Here's what nobody tells you⁣⁣:
⁣⁣
We run Startups in a world of unknowns.⁣⁣⁣
Most of what we do does not deliver the outcome we want.⁣⁣⁣
⁣⁣⁣
And still, we often prioritise badly.⁣⁣⁣
⁣⁣⁣
We end up working on things that are not tied to the most important goal right now.⁣⁣⁣
Or things that would only matter at a later phase.⁣⁣⁣
Or things that only make sense if something else turns out to be true.⁣⁣⁣
⁣⁣⁣
In that kind of environment, prioritisation is even more important than in a world with certainty.⁣⁣⁣ It always matters, but in a Startup full of unknowns, it matters more.⁣⁣⁣
⁣⁣⁣
The impact comes from picking:⁣⁣⁣
⁣⁣⁣
- The right goal⁣⁣⁣
⁣⁣⁣- The right time frame⁣⁣⁣
⁣⁣⁣- The things that are actually impactful now⁣⁣⁣
⁣⁣⁣
The problem is not a lack of ideas.⁣⁣⁣

So we tell ourselves the problem must be capacity.⁣⁣⁣ We think the way to win is to get more done.⁣⁣⁣
⁣⁣⁣
But if there are 10 things we could do, and one of them delivers basically nothing while one of them delivers 10x growth, then the difference comes from prioritisation, not volume.⁣⁣⁣
⁣⁣⁣
When we work on things that are not impactful, or not the most impactful, that is just wasted resource.⁣⁣⁣
⁣⁣⁣
We need a ruthless way of prioritising what we do and why, aligned with our constraints and outcomes, and simple checks to see if the work will actually be impactful.⁣⁣⁣
⁣⁣⁣
The systems we use to prioritise are often more impactful than having more cash or more resource.⁣⁣⁣

One of the biggest mistakes many Startups make is not prioritising the work of prioritisation.

9 Trends That Will Define Startup Survival ↓⁣
⁣
I’ve worked with countless founders:⁣
⁣
👉 What’s working?⁣
⁣
👉 What’s breaking?⁣
⁣
👉 What will define the next months?⁣
⁣
Here’s what I see coming:⁣
⁣
𝟏/ 𝐕𝐂 𝐅𝐮𝐧𝐝𝐢𝐧𝐠 𝐖𝐨𝐧’𝐭 𝐁𝐞 𝐍𝐞𝐞𝐝𝐞𝐝 𝐋𝐢𝐤𝐞 𝐁𝐞𝐟𝐨𝐫𝐞
⁣
The world has changed. It’s easier than ever to access resources, build products, and find customers without raising millions. Startups that embrace this will move faster and stay in control.⁣
⁣
𝟐/ 𝐀𝐈 𝐖𝐨𝐧’𝐭 𝐒𝐚𝐯𝐞 𝐚 𝐁𝐚𝐝 𝐁𝐮𝐬𝐢𝐧𝐞𝐬𝐬 𝐌𝐨𝐝𝐞𝐥
⁣
AI can optimise, automate, and assist - but it can’t create demand for something no one wants. Founders who lean too hard on AI without nailing PMF will fail.⁣
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𝟑/ 𝐒𝐩𝐞𝐞𝐝 𝐌𝐚𝐭𝐭𝐞𝐫𝐬 𝐌𝐨𝐫𝐞 𝐓𝐡𝐚𝐧 𝐏𝐞𝐫𝐟𝐞𝐜𝐭𝐢𝐨𝐧
⁣
Startups that ship, test, and iterate fast will outpace those stuck in analysis paralysis. The market rewards momentum.⁣
⁣
𝟒/ 𝐍𝐢𝐜𝐡𝐞 𝐒𝐭𝐚𝐫𝐭𝐮𝐩𝐬 𝐖𝐢𝐥𝐥 𝐎𝐮𝐭𝐜𝐨𝐦𝐩𝐞𝐭𝐞 𝐁𝐫𝐨𝐚𝐝 𝐏𝐥𝐚𝐲𝐬
⁣
The age of “this is the X for everyone” is over. The winners will dominate small, focused markets before expanding.⁣
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𝟓/ 𝐓𝐫𝐮𝐬𝐭 𝐖𝐢𝐥𝐥 𝐌𝐚𝐭𝐭𝐞𝐫 𝐌𝐨𝐫𝐞 𝐓𝐡𝐚𝐧 𝐁𝐫𝐚𝐧𝐝𝐢𝐧𝐠
⁣
People don’t buy from logos - they buy from those they trust. Startups that build credibility through real results and transparency will win.⁣
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𝟔/ 𝐂𝐨𝐥𝐝 𝐎𝐮𝐭𝐫𝐞𝐚𝐜𝐡 𝐢𝐬 𝐃𝐲𝐢𝐧𝐠
⁣
Spammy LinkedIn DMs and generic sales emails aren’t working. Startups must create demand through organic trust and valuable content.⁣
⁣
7/ 𝐀𝐈 𝐖𝐢𝐥𝐥 𝐑𝐞𝐩𝐥𝐚𝐜𝐞 𝐆𝐨𝐨𝐠𝐥𝐞 𝐟𝐨𝐫 𝐃𝐢𝐬𝐜𝐨𝐯𝐞𝐫𝐲 𝐈𝐟 𝐈𝐭 𝐃𝐨𝐞𝐬𝐧’𝐭 𝐀𝐝𝐚𝐩𝐭⁣
⁣
More people are turning to AI tools for answers instead of traditional search engines. Startups that optimise for AI-driven discovery will have the edge.⁣
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8/ 𝐀𝐮𝐭𝐡𝐞𝐧𝐭𝐢𝐜 𝐂𝐨𝐧𝐭𝐞𝐧𝐭 𝐖𝐢𝐥𝐥 𝐁𝐞 𝐄𝐬𝐬𝐞𝐧𝐭𝐢𝐚𝐥⁣
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AI-generated content is flooding the internet. Startups that create real, human, and experience-driven content will stand out and build trust.⁣
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9/ 𝐒𝐭𝐚𝐫𝐭𝐮𝐩𝐬 𝐌𝐮𝐬𝐭 𝐁𝐮𝐢𝐥𝐝 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐭𝐢𝐞𝐬, 𝐍𝐨𝐭 𝐉𝐮𝐬𝐭 𝐂𝐮𝐬𝐭𝐨𝐦𝐞𝐫𝐬⁣
⁣
Loyalty doesn’t come from transactions. The best founders are building communities around their brand, not just selling products.⁣
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These aren’t just predictions - they’re already happening.

Our growth problem is not ideas!

It's how we rank them.

There’s a very good argument to say the true key to growth is the high-quality ranking of ideas.⁣⁣
⁣
For any goal there are 1000s of projects we could work on.⁣ The problem is deciding which ones to actually do.⁣⁣
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⁣⁣As founders we love to trust our gut. This is absurd.

Gut instinct is not logical, it’s inherently biased.⁣⁣
⁣
⁣⁣It might even be right most of the time - which is worse. When it’s wrong, we’ll never see it coming.⁣⁣
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⁣⁣There is always a logical answer to which project comes first.⁣⁣
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⁣⁣Even if it feels uncertain, a project with 10% probability of success should always come before one with 5%.⁣⁣
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Once we accept that, the job becomes simple: rank the projects, then work down the list.

⁣⁣The great thing about ranking projects - we’re not saying no to anyone’s idea.⁣⁣
⁣
⁣⁣We’re saying: not yet.⁣ 

If an idea is outside the top three, it’s unlikely to happen - but it might.⁣⁣
⁣
⁣⁣One simple way we can rank: ICE.

Impact - How much it moves the goal if it works
Confidence - How likely it is to work
Ease - How hard it is to ship

⁣⁣Example:

Redesign signup flow vs change the CTA button colour.

Impact: redesign wins.
Confidence: redesign wins (we know the current flow is confusing).
Ease: colour change wins.

So which do we run?

Impossible to answer without the goal!

If the goal is a tiny 0.1 percent uplift, a full redesign is madness.
⁣⁣
ICE is heuristic, not a scoring system.⁣ If there’s no strong confidence anywhere, that’s fine.⁣⁣
⁣
We are to run small projects to build confidence.

Not everything in a Startup feels measurable, but is it really UNQUANTIFIABLE?

The truth is, constraints are always measurable in some form. 

It might not be a perfect number, but we can still create a “hacky” metric to gauge it.

Like “5 out of 8 people in the room would bet their house on it” - That’s a measure, even if it’s unconventional.

The real issue isn’t whether it’s possible to measure; it’s whether we’re willing to put in the effort.

Most things we label as unquantifiable are just difficult to track. 

While the work might seem tedious, it’s often worth it.

How do we kill investor interest? ⁣
⁣
Show them a deck full of nothing.⁣
⁣
Fluff.⁣
⁣
What VCs actually want in a pitch deck:⁣
⁣
A problem that punches⁣
✓ “Companies waste 6 hours/week scheduling”⁣
✓ “Online stores lose $35K/year to fraud”⁣
✓ “Restaurants bin 30% of fresh produce”⁣
✓ “HR teams spend 6 hours/hire on paperwork”⁣
Specific. Measurable. Painful.⁣
⁣
A solution they can repeat to a partner⁣
✓ “AI sends emails to schedule meetings”⁣
✓ “Software spots fake transactions in 2 seconds”⁣
✓ “App connects restaurants to local food banks”⁣
✓ “Form builder cuts hiring admin to 10 minutes”⁣
If they can’t explain it in 5 seconds, it’s a no.⁣
⁣
Metrics that mean something⁣
✓ “24,000 transactions/month”⁣
✓ “45% margins”⁣
✓ “15% WoW growth”⁣
✓ “90% retention at 6 months”⁣
Traction is everything.⁣
⁣
Revenue that adds up⁣
✓ “$189/month per store”⁣
✓ “4% per transaction”⁣
✓ “$50/user/month”⁣
✓ “$29K annual contracts”⁣
Make the maths stupid simple.⁣
⁣
Real customer proof⁣
✓ “50 paying customers”⁣
✓ “5 enterprise contracts”⁣
✓ “Pilots with X & Z”⁣
✓ “$50K MRR”⁣
No hype. Just evidence.⁣
⁣
VCs invest in clarity, data, and momentum.⁣
⁣
P.s. we should choose our investors wisely!

The UK ecosystem needs to change⁣.

Our ecosystem has a major problem:

We’re encouraged to act like we have Product-Market Fit before we actually do. 

To raise money, we have to pitch as if our model already works. ⁣

Then we’re pushed to execute - hire teams, build departments, ship features - without first proving our model is scalable.⁣

But 𝐝𝐞𝐥𝐢𝐯𝐞𝐫𝐢𝐧𝐠 isn’t the same as 𝐯𝐚𝐥𝐢𝐝𝐚𝐭𝐢𝐧𝐠.⁣

Most things won’t work, yet the system rewards activity over learning.⁣

The result? 

Startups that look successful on the surface but are fundamentally broken underneath.⁣

The fix? 

Stop building like a business before we’ve proven we have one.

--

👋 I’m Andrew Crump founder of Unkillable I post daily at 9:30am GMT about the secrets behind the best Startups. The magic I learned as an Investor, Founder and by helping 1000’s of them grow 🪩. Follow me for more!

The superhero to Startup success? ⁣
⁣
Growth.⁣⁣
⁣
We can’t afford to treat growth like a sidekick.⁣⁣
⁣
Above product, sales, marketing, customer service, and everything else - growth sits as the ultimate goal. It’s not just another function. It’s the reason those functions exist.⁣⁣
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Our mission is simple: repeatable, scalable revenue.⁣⁣
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That’s what keeps the lights on. That’s what gets us to the next round. That’s what makes the whole thing work.⁣⁣
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Anything that moves us towards that is growth. Anything else? It’s noise.⁣⁣
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We can’t delegate it. We can’t delay it. ⁣
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Growth is the job.

To structure our Startups for growth, we truly need to nail our North Star.⁣
⁣
The North Star answers our main question - Why are we here?⁣
⁣
I talk loads about goals.⁣
The highest level of goals is the North Star.⁣
⁣
It guides us at all times.⁣
⁣
It orients every single decision we make.⁣
Doing this properly is a big topic.⁣
⁣
I’ll give some pointers (Connect with me for more pointers down the line)⁣
⁣
The North Star can be derived from two things:⁣
⁣
- Our mission⁣
- Our non-negotiables⁣
⁣
Mission is the problem our company is solving.⁣
⁣The thing we’re trying to achieve.⁣
⁣
Non-negotiables are the things that are not up for debate.⁣
⁣(I like that name because it shows everything else is negotiable.)⁣
⁣
Non-negotiables tend to fall into three categories: (Different per founder)⁣
⁣
- Doing something we’re passionate about⁣
- Earning the £££⁣
- Doing good for the world⁣
⁣
If we’ve got our North Star, we should be able to work backwards to get to it.⁣
⁣Work out the next major things we need to achieve to get there.

--

👋 I’m Andrew Crump founder of Unkillable I post daily at 9:30am GMT about the secrets behind the best Startups. The magic I learned as an Investor, Founder and by helping 1000’s of them grow 🪩. Follow me for more!

Coastline problems are everywhere in our Startups.⁣
⁣
From the top, everything looks simple:⁣
⁣
- We will build this feature⁣
⁣- We will ship this thing⁣
⁣- We will launch this country⁣
⁣
At that level, it is like drawing a clean outline of a map on a table.⁣
⁣
The coastline problem is what happens when we actually start walking that coastline.⁣

The distance is longer. The shape is messier. The work is bigger.⁣
⁣
It is not that a smaller ruler is always better.⁣

It is that we need to know when to use the big ruler, when to use the small one, when to go into detail, and when to skim.⁣
⁣
Most teams treat “one more thing” as easier than it really is.⁣ We say “both are important, both are easy” before we have even seen the detail.⁣
⁣
An example from my last company:⁣
⁣
One app, in English, for sports teams in the UK and America.⁣
Sounds the same. It was not.⁣
⁣
- "Fixture" in the UK is a future game⁣
⁣- "Fixture" in the US is a light fitting⁣
⁣- "Squad" in the UK, "roster" in the US⁣
⁣- Leagues and facilities run things differently⁣
⁣
We had to add translation and handle different realities.⁣
⁣
Because things are almost always more complex than we first treat them, we have to be selective and ruthless about what we take on.⁣
⁣
If we start too many coastlines, we never finish one.

Here’s the thing: goal setting is complex. 

Sometimes it’s clear, but most of the time it isn’t.⁣
⁣
When we look at an organisation, we see a lot of work that doesn’t link to the goals that matter now.⁣
⁣
Why it happens:⁣
⁣
- It points to goals that matter in the future⁣
⁣- It points to goals that aren’t the constraint⁣
⁣- It serves a goal our department thinks matters, but others wouldn’t agree⁣
⁣- It’s tied to an emotional need or goal⁣
⁣
When work looks like that, impact is unlikely.⁣
⁣
So the work we do should link to the goal we say matters. 

And unless we put real energy into being sure about our goals and checking the correlation, we won’t know.⁣
⁣
Gut feel often says something is important.
When we test it, we find it isn’t.⁣
⁣
I’ve been asked to help with growth and the first question is simple: what do we want to grow?⁣
⁣
When we map the work, there are times where literally 80% doesn’t link to the goals that matter.⁣
⁣
So what are we doing? 

One of the fastest ways to grow is to do less and do the things that link to the goal.⁣
⁣
All work should link to a goal.

The Capacity Myth:⁣
⁣
In the fast-paced world of Startups, we’re often resource-constrained and time-sensitive.⁣
⁣
If only we had more capacity?⁣
⁣
“We’re lacking in resources or we’d grow faster”⁣
“We just need to build XYZ”⁣
“We’d achieve more if we did more”⁣
“If we can get more people”⁣
“If we could raise more money”⁣
“We need to get more things done”⁣
“We need to work more hours”⁣
“There’s so much to do”⁣
⁣
Some of this may be true, but it doesn’t matter nearly as much as we think.⁣
⁣
Ever wasted a month on a feature that didn’t deliver the metric? It isn’t pleasant.⁣
⁣
What matters more than capacity is doing the right things.⁣
⁣
Deciding what we will not do, and picking the few that are truly impactful.⁣
⁣
The upside of getting this right is huge, the downside of getting it wrong is brutal, and the odds of being wrong are high, we should dedicate serious time and resource to prioritisation.⁣
⁣
It can feel like the opposite of being productive, but it is one of the most impactful things we can do.⁣
⁣
The principle to live by:⁣
Priority > Capacity

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👋 I’m Andrew Crump founder of Unkillable I post daily at 9:30am GMT about the secrets behind the best Startups. The magic I learned as an Investor, Founder and by helping 1000’s of Startups grow 🪩. Follow me for more!

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