Studio Non Troppo

Having something work out the right way is not a matter of the thing.

As Malcolm Gladwell would put it in Outliers, it’s not just a lot of hard work that made Bill Gates more wealthy than 99.9999999% of the other people in the world. Nor was it his smarts. No, those things were necessary for his off-the-charts success, but they were not sufficient. It also took a constellation of opportunities, huge and irreplicable opportunities (though not necessarily evident as such at the time) for his hard work and smarts to pay off in such an over-the-top way.

When developing a product, say, for example, a bar of soap, it is absolutely critical to recognize that the nature of the new soap is not the key to its success in the marketplace.

The bar of soap simply does not exist on its own. It is tied, inextricably, to the particular marketing plan you attach to it. And to the time (the specific time, not just the time of day or time of year) in which it is released. And to the words you use when you describe your pet project to your friends. And to the global contingencies of soap manufacturing processes today, the day you email companies for production bids. Think the butterfly effect, smushed down to a world of implications in an instant.

There is no such thing as a bar of soap, separate from the myriad details necessary to imagine, design, create, sell, and use that bar of soap.

It’s so complicated, really, that it’s almost miraculous that any particular bar-of-soap idea succeeds. Richard Feynman talked once about how miraculous it seemed that of all the possible license plate numbers in the world, he just happened to see ARW 357 one morning. (Think about that, and feel the delightful discomfort in your mind. He was talking about how some things we consider miracles are examples of an outside-in way of looking at things that are equivalently, but differently and beautifully weird when we look at them from the inside out.)

Catching a wave is absurdly unlikely, and it’s easy to credit wave-catching surfers with superhuman skills. But it’s not that. It’s time on task, luck, sequences of opportunities, a willingness to keep playing with configurations. Aside from mental spin and Taoism, success is neither within our power nor outside of our power.

Everything, logic included, is necessary but not sufficient.

Isn’t that grand?

The only reason to travel is to do something that you can’t do unless you make the trip.

This is verging on a tautology, but some tautologies can be useful anyway. This one works like this: if you could get what you wanted or needed without traveling somewhere else to get it, you wouldn’t travel. You’d just stay home and get it.

If you just wanted an update from your manufacturing director in Belize on the production rate of your carbon nanotube umbrellas, you’d email from home. Getting the information doesn’t require you to drive to the airport, park, fly down to Belize, take the water taxi to Caye Caulker, walk down the beach until you found a suitable $18/night cabin, stow your stuff, walk down to the Split at the other end of the island, and meet your manufacturing director over a glass of rum and lime juice.

But you wouldn’t get that reassuring smile (or the taste of distilled sunshine) by staying at home and emailing, so that’s why you go.

It’s very easy to get mixed up on what constitutes the “ends” and what are the “means,” but it helps to take a minute and honestly consider, “what am I about to do here?” and “why?” It’s the only way to appreciate the trip.

Photo: akunamatata

Working on a big project can be compared to climbing a big hill.

The thing is, with many really big projects, the experience goes something like this: 1) you start climbing, realizing it’s going to be a long trip, 2) you push onward and upward, push, push, push, putting one foot in front of the other, 3) you see the summit before you, and just as you reach the top, 4) you discover it’s not the top at all, just a brief leveling off before angling upwards again.

The psychological effect of this is heavy fatigue. We tend to allocate the energy to ourselves that we need to accomplish the task we have identified, so if the work doesn’t let up where we think it should, that can be a heavy blow.

Imagine a marathon runner reaching the finish line tape, only to read a note pinned there: “today’s marathon is 30 miles instead of the usual 26.2 miles. Thanks for your understanding.”

In these really big projects, such as starting a business, you need to approach it as a long haul. In particular, think of it as a haul indefinitely longer than you think it will be. It’s not that you should be trying to play a mind game with yourself, trying to trick yourself into lasting longer. Instead, make sure every work step, on average, includes the rest and nutrition you need to keep going.