Embracing the Unscalable

In the startup world, scalability often seems like the ultimate goal. Investors and founders alike are focused on how quickly a business can grow and handle massive demand. But what if the real key to success isn’t in scaling from the start? What if the path to startup success lies in embracing methods that don’t scale?

The Unlikely Genius of Doing Things That Don’t Scale

Paul Graham’s 2013 essay, "Do Things That Don’t Scale," challenged Silicon Valley’s conventional wisdom. Graham argued that early-stage startups should focus on methods that might not scale but are crucial for building a strong foundation. Instead of obsessing over scalable infrastructure, startups should prioritize delighting early customers and solving immediate problems—even if it involves manual, one-off processes.

“The most valuable thing you can do is to be obsessed with your customers.”

Graham’s essay turned the focus from theoretical scalability to practical, customer-centric solutions. This approach became a blueprint for many successful startups, proving that sometimes, the most effective growth strategies are those that seem impractical in the long run.

The Rise of the Scalable Myth

In the early 2000s, scalability was the buzzword of the tech world. Companies like Google set high standards with their scalable solutions that could handle enormous traffic and revenue. This led to a culture where scalability was seen as the ultimate goal of entrepreneurship.

“Scalability became the holy grail. Founders were expected to present scalable models to attract investors and gain credibility.”

Unfortunately, this emphasis on scalability often overshadowed the more fundamental challenges of building a product people actually wanted. Many startups created complex systems without validating their ideas or understanding their customers’ needs, resulting in impressive tech stacks but little user engagement.

The Founder's Early Efforts: Learning Through Manual Tasks

Consider Airbnb, a classic example of a startup that thrived by doing things that didn’t scale. In its early days, Airbnb’s founders personally photographed rental properties to ensure high-quality listings. This hands-on approach helped build a strong foundation for their platform.

Similarly, Fleek, a secondhand clothing marketplace, began with founders transporting clothing themselves. This direct involvement allowed them to gain insights into market demand and pricing before scaling their model.

“Airbnb and Fleek show that doing unscalable tasks can be crucial for solving immediate problems and achieving early success.”

The Power of Founder FaceTime

One compelling aspect of Graham’s advice is the emphasis on “Founder FaceTime”—the direct interaction between founders and their customers. Early-stage founders who engage personally can build stronger relationships and gain valuable insights.

For example, Ryan from Vendor, a SaaS company, used his personal commitment to win customers. By offering his cell phone number and providing relentless support, he conveyed dedication and reliability, qualities that resonated with early adopters.

“Founder FaceTime can be a powerful differentiator, especially when resources are scarce.”

The Balance: From Unscalable to Scalable

Graham’s message isn’t that startups should remain in unscalable mode forever. It’s about knowing when to focus on unscalable tasks to solve immediate problems and validate ideas. Once a startup achieves product-market fit and demonstrates demand, it can shift focus to scalability, building systems that support larger operations.

“Approach startup challenges with flexibility and pragmatism. Prioritize learning and customer satisfaction in the early stages.”

Embracing the Unscalable for Startup Success

Embracing the unscalable can be a game-changer for startups. It helps founders address pressing issues, deeply understand their customers, and lay a solid foundation for growth. Sometimes, the most impactful strategies are those that seem impractical but provide invaluable insights and connections.

So, as you build your startup, don’t shy away from doing things that don’t scale. It’s a powerful approach that can lead to extraordinary results and lasting success.