Idea to Startup

Vacuums are uncomfortable, but they're actually far less risky than the alternative. A No Whisper Ideas post on how to think about, approach, and create vacuums.Brought to you by Tacklebox.  

Today, we're digging into the mailbag to answer some common questions. We hit on how to actually commit to a startup idea when you aren't confident it'll work (featuring the Discipline + Strategy Levers), the most frequent advice I give (feat. Monkeys and Pedestals and Sell the Position), and a question on the startup decision - should you do a thing that'll take 10 years? TackleboxGood Strategy Bad Strategy 00:30 Mailbag01:53 Question One: How to Commit to an Idea03:57 Discipline - Levers and Hooks05:42 Marathon Programs11:30 Strategy - Where to Run19:00 Smooth Jazz19:21 Question Two: The Key Stories20:22 Monkeys and Pedestals23:00 Sell the Position25:07 The $10K Prompt25:53 Question Three: How Old Will You Be?

Today is Part 2 of the series introducing the ERP (Early Rep Potential) Rubric. The idea behind ERP is that the best idea for you is the one you can do "full rep" tests on the fastest. We help Erica evaluate the potential of her FODMAP idea, where she's looking to help people identify specific food sensitivities. We score the idea and get clarity on its potential. We also talk a little Jon Hamm.  Tacklebox (test your startup idea)No Whisper Ideas (weekly newsletter, sign up to get a Notion copy of the ERP Rubric)How to Pick Which (of your many) Ideas to Pursue (ERP Rubric Part 1)Jon Hamm Show 00:30 ERP Rubric Part Two03:52 The Ideas - Mold and FODMAPs06:27 ERP Intro: Choose a Specific Customer09:12 Part 1: Can You Find Your Customer?12:59 Part 2: Can You Convert Customers?17:01 Part 3: Can You Build a Solution?21:12 Part 4: Collecting Feedback23:19 Part 5: Organic Growth Potential25:23 The Final Two Questions28:00 The End

Today, we're trying something new. We send out the No Whisper Ideas newsletter every Sunday, and today, we posted it here. Maybe you'll like it. It's on Startup Misogis, a way to make a visible, memorable dent in your year. TackleboxNo Whisper IdeasThe North Fork CenturyThe RideMisogiJesse ItzlerProof That You Can Do Hard Things00:00 Intro - What This Is01: 34 A 100 Mile Bike RIde02:22 A Misogi Challenge04:16 Startup Misogis

Got a notebook full of startup ideas but no clue which one to build first? In this week's pen-and-paper episode, we walk through the ERP—Early Rep Potential—Rubric, our simple scoring system that shows you which idea you can run the fastest customer “reps” on. We'll put Erica (a Tacklebox member juggling “easily twenty ideas”) to the test, scoring her two biggest concepts live. Want to follow along? Grab an editable copy of the ERP template at gettacklebox.com when you sign up for our No Whisper Ideas weekly article here.TackleboxNo Whisper Ideas00:30 When You've Got Lots of Startup Ideas (Meet Erica)02:32 The Two Types of Entrepreneurs07:13 Erica's Ideas12:40 Smooth Jazz13:05 Reps16:20 The ERP Rubric22:51 The ERP in Action

Today, we're talking about startup identity—why you need one, and how it makes every decision you face way easier. We'll talk swimming and nervous systems, walk through the Decision Equation, and help our good friend Carl figure out which customer to start with for his AI tool that helps adults learn Spanish. Then we'll wrap with a simple framework to help you clearly define your startup's identity. It's practical, a little weird, and really important. On to it.TackleboxHeroTimestamps00:30 Your Startup Identity01:30 How to Swim04:17 How to Learn Something New06:34 Re-learning How to Make Decisions08:45 Tacklebox - two week free trial09:15 Carl's Idea - AI for Learning Spanish13:13 The Decision Equation14:15 Picking a Customer19:30 Identity: Your Decision Filter21:30 Four Identity Exercises24:13 The End: What Do You Want?

We're Back!  Today, we'll talk about Extreme Quality - the best way to create contrast for your startup and the antidote to the average stuff most people are pumping out. We'll unpack the six key components of identifying a high-leverage customer moment, explore how the Car Guy built a wildly successful business by eliminating hassle, and explain how most founders are focusing on the wrong thing. Also, Gladiators and Steve Carmichael.Tacklebox (new free 2-week trial)Byldd - $10k one month MVP00:27 Anxious People04:17 Email Opportunity08:20 Extreme Quality10:00 Byldd - a development agency we trust11:10 The Quality Misunderstanding12:20 The Quality Equation14:43 Example: The Car Guy19:09 The Six Components of a Moment23:33 A Clarification, and The End 

Today, we'll talk about the four steps I'd take if I needed to start a startup in 2025. We'll also talk about idiots.We begin by embracing the reality that both founders and customers are irrational. Then, we build out steps and a process to address this. We start with a life audit, increase our Luck Surface Area, tackle the unit economics of working with one customer, and build out a system for accountability. This is a fun episode - one of my favorites in a while. Tacklebox - code "MuchAdoAboutStuffing" for 20% off month oneHow to Engineer LuckA Weekly Prioritization and Audit Framework for EntrepreneursTimestamps00:30 Intro - A Listener Email02:59 A Note on Idiots06:33 Part 1: Actually Make Time For A Startup08:23 The Life Audit Exercise11:33 The Budget Audit Exercise12:23 Smooth Jazz12:54 Part 2: Plan for Luck16:38 Part 3: Focus on One Person20:16 Part 4: A System24:30 The End: Enthusiasm

Today is episode two of testing an idea (AI for Parenting) live on the pod. We use a second round of interviews to go deep on the actual problem we're solving for parents, pull inspiration from an AI tool in the dementia care space, and end up with a Wedge product that'll use voice notes to reduce the pain of handoffs. We also hit on one of my favorite tactics - The Pain Text. Hot Frosty is in there, too, because why not.  Tacklebox Customer Interview WorkshopYou And Your Research - Richard Hamming How to Find Your Wedge00:30 Intro01:20 Part 1 Recap06:00 Picking the Problem07:44 Interviews Round Two10:54 The Text Prompt Tactic14:51 What are the Stakes?15:52 Customer Interview Workshops16:20 The Wedge21:01 Problems and Pain22:20 The Stakes, Part Two23:30 What's Next

Today is day one of testing an idea live on the pod. We talk through how to turn a big, broad idea (AI for Parenting) into something actionable, the three questions every startup must answer, and how to balance curiosity with focus. Also, we talk about both my son and trees swaying to Bruno Mars. Tacklebox Granola 00:30 Intro - Testing a Startup Idea Live03:01 The Three Questions for Any Startup04:40 Where Magic Comes From07:44 Smooth Jazz08:16 Who's it For + What'll it Help Them Do?12:32 The Four Potential Problems13:52 Problem Selection

A special Thanksgiving mailbag episode answering your biggest questions (plus a holiday deal for the dedicated listeners who aren't too busy with pumpkin pie). We tackle the one thing you should actually be doing with AI right now, why competition is often the best thing that could happen to your startup, and the single most important habit every founder needs to build. Plus, Derek Jeter makes a surprise appearance to ask about imposter syndrome, and we break down why choosing the right TV show might make you a better entrepreneur. Come for the smooth jazz transitions, stay for the actionable startup advice. #MuchAdoAboutStuffing Tacklebox - "muchadoaboutstuffing"ClaudeHow to Engineer LuckSlow HorsesTimestamps:00:30 Intro - The Mailbag02:08 Question One: How to Actually Use AI Right Now06:00 Electric Vehicle Problem Language08:52 Question Two: Which Tactic?14:09 Question Four: Are All The Good Ideas Taken?19:24 The End - how to help

Today, we'll dig in on three approaches that separate how pros and amateurs build businesses. We'll talk through how pros leverage existing infrastructure, how they use anti-marketing to build trust with strangers, and how they don't leave luck and serendipity to chance - they orchestrate it. We'll do this with help from stories about Frank Sinatra, a comedian in an Uber, and a founder starting a GMAT course for people looking to score 800 (and for those people only). And, Hey Jealousy by the Gin Blossoms, for some reason. XLR8 DevTackleboxHey JealousyPut Your Ass Where Your Heart Wants To BeTimestamps00:30 - Listener Child Therapist Idea Email05:42 - XLR8 Dev06:50 - Live in Reality, and Choose Where You Compete10:45 - Categories12:57 - Anti-Marketing17:11 - Put Your Ass Where Your Heart Is19:45 - Bonus - Value First21:00 - The End

Most founders hope to get lucky. But luck isn't random - it can (and has to be) engineered. Today we'll break down exactly what luck is and how you can reverse engineer it. We'll help you identify Luck Gatekeepers and build your Luck Budget. You'll never think about entrepreneurial luck the same way again.PARTNER: XLR8 DevTacklebox (code Holiday for 50% off month one)Graham WeaverTimestamps:00:30 How to get lucky03:11 Story Time: Getting Press for 3Degrees11:06 XLR8dev.com12:32 The Five Types of Luck15:05 Luck for a Date Planning Service16:25 Luck Gatekeepers17:45 Luck Routines and your Luck Budget 

Today we'll dig in on productizing your customer's first step. This is the best path to building a product that generates revenue immediately so that you've got some runway and flexibility to build. We'll walk through a few examples, including a Family Operating System that came in at 3am last Thanksgiving from a listener. Tacklebox (50% off with code Holiday)Timestamps00:30 The Thanksgiving Startup Idea - The Family Operating System05:24 Smooth Jazz, with an Offer06:06 Productize the First Step09:16 Theory + Process11:30 Good Customers and Good Dams13:30 A Writing Startup17:02 The First Step for the Family Operating System

Today, we dive into the Always Work and Never Work Lists to pull out a method that's immeasurably useful for our founders: The 5-Minute List. A system that helps you turn scattered pockets of time into meaningful work - rebranding "Sand" tasks (from the Sand and Stones framework) to "Pebbles." We leverage AI to break intimidating projects down and minimize transition time to remove all friction.  XLR8 DevTacklebox WorkshopsThe Midnight LibrarySand and Stones Episode of Idea to StartupDeep WorkClaude - my favorite current AIIdea to Startup Newsletter00:33 Intro - The Always Work and Never Work Lists04:00 XLR8DEV.com05:22 The Five Minute List Part 1: Sand and Stones08:29 Revenge of the Sand - a Founder Story09:25 Pebbles12:02 Your Subconscious13:00 Four Steps to Build Your Five Minute List17:16 The End - Coworking

Today we talk through the three types of problems that deserve a solution. We start off with a few higher level thoughts about problems and startups - specifically around achievement incentives and how some bad early decisions usually can't be salvaged by good decisions later on. Then we talk through Hole Problems, Teleporter Problems, and Status Level Jump Problems. Tacklebox Customer Interview WorkshopGetting God at the Wrong Thing 00:40 The Types of Problems Customers Will Solve01:00 Manhattan in 200705:48 Achievement Incentives06:30 Be Careful What You're Getting Good At07:37 Nat Eliason - Getting Too Good at the Wrong Thing08:21 Bad Early Decisions James Clear09:53 Tacklebox10:54 Problem Archetype 1: Hole Problems14:23 Baby Quip17:04 Problem Archetype 2: Teleporter Problems19:19 Problem Archetype 3: Status Level Jump

Today, we talk through the Silk Sheet Problem - how to do something new and hard when your life is fairly... comfortable. We help a listener get started on their idea - an AI tutor's assistant - with three shortcuts to set their life up in a way that makes it easier to start a startup than to not. We talk through Just-In-Time Prep, Forcing Functions, and life design. This episode is meant to be a blueprint for you to take action and keep momentum.  Tacklebox Customer Interview WorkshopIdea to Startup NewsletterKevin running from the furnace00:34 Intro03:30 The Idea: AI for Tutors07:27 Jazz - Customer Interview Workshop07:57 Just-In-Time Prep11:55 Search for Hooks14:14 The Three Step System15:40 Forcing Function Examples18:13 Reinforcing Markers20:06 The End: Jump in the Ocean

Today, we talk through how to write compelling copy. We go through a few counterintuitive archetypes you can use to dramatically increase the clarity of your messaging, which will allow you to increase your conversion rate and get more people involved earlier in the process. Copywriting is an idea-testing superpower. Tacklebox Workshops00:33 When Copy Becomes Important02:40 Why You're a Bad Writer05:40 Is This Anything?06:50 Byldd07:55 The Big Misunderstanding10:45 Reverse Architect Copy13:45 The Attention Pie15:48 Cold Emails17:20 Write to One Person

Today, we're going to talk about one of the best things Brian has learned in 40 years of living. We'll talk through why embracing discomfort is crucial for personal growth and happiness, learn how to generate innovative ideas by adopting a "documentary approach" to life, and find out what Taco Bell has to do with prioritizing your day.Tacklebox WorkshopsThe Daniel Tiger SOPTimestamps00:30 Intro - Discomfort Leads to Happiness01:33 Discomfort is Front-Loaded + The Happiness Equation07:43 Observation Number One: The Idea Comes Later09:26 Pivoting Isn't Linear12:32 Observation Number Two: Fiction is Way Harder Than a Documentary15:37 Observation Number Three: Taco Bell Prioritization17:39 The End: Execute Through Stories 

Today, we'll help you think through a deceptively tough question - are you a freelancer or an entrepreneur? Every decision you make needs to nest neatly below this core decision for your business to work, but tons of founders are either trying to do both simultaneously or think they're one when they're really the other.We clarify the difference between freelancer and entrepreneur, help you decide which will make you happier, and get you started on the path for whichever you choose. TackleboxSeth Godin ConversationKurt VonnegutNo Lunging0:30 Why Entrepreneurs are unhappy01:14 Do you want to be a freelancer or entrepreneur?04:12 Seth Godin Conversation04:58 Our definition of a freelancer07:28 Our definition of entrepreneurs09:07 Cuban's Definition of Entrepreneurship11:24 BYLDD12:25 The Restaurant Startup15:15 Rivers and Dams19:19 No Lunging22:44 Don't Pretend23:10 How do you want to spend your days?

Today is the last episode in our four-part series helping a doctor test a business idea live on the pod. We follow as they execute their Concierge MVP - teaching productivity skills to fellow physicians. We dive into the process for building a product from scratch (with no code or experience), and talk through how to navigate the fears that'll naturally pop up. Finally, we help the doctor translate the insights they pulled from the CMVP into their next steps on the business. BylddTackleboxIdea to Startup NewsletterThe Perfect CoupleDavid Allen GTD workbookHow to Design and Teach WorkshopsTimestamps:00:30 Intro - Email Team@Gettacklebox.com your concierge MVP ideas02:30 - Recap of Episodes 1-3 in the series05:15 - Part 1: What Do You Need, and What Do You Not Need?06:25 - Remember Scooby Doo09:10 - Byldd10:18 Part 2: Your Product Should Be Tailored, Not New12:45 Part 3: Customer Journey and Tell the Story16:30 Part 4: How Many Customers and Should You Discount?18:00 The Superpower: Optimism20:08 Part 5: How It Went23:25 The End: What's Next?

In part three of testing a startup idea live on the pod, we dive into the Concierge MVP - a crucial step in validating a startup idea by manually solving your customer's problem. We break down the four key ingredients of a Concierge MVP and follow our doctor friend as he builds one for his productivity idea, highlighting both the process and the fears that come with it.Episode 1 in the series: The IdeaEpisode 2 in the series: Acquiring CustomersTackleboxIdea to Startup NewsletterOne Person Landing PageTimestamps:00:30 Intro - The Last 15%03:41 Episodes 1 + 2 recap07:02 Smooth Jazz07:30 The Concierge MVP08:56 The Four Ingredients of the CMVP10:17 Ingredient One: Pick Your Frank13:01 Ingredient Two: Find, and Convince, More Franks15:30 The Landing Page16:35 Champions and Risk18:19 Ingredient Three: The Wedge

Today is Part 2 of starting a startup live on the pod. We focus on finding and engaging potential customers through Brute Force Customer Acquisition and dig in on value creation using the Delta 4 framework. The entrepreneur we're helping experiences an epiphany about what his doctor customers truly need, challenging his initial assumptions and forcing him to pivot his approach. TackleboxBylddIdea to Startup NewsletterDelta Four 00:30 Intro - Last Week's Episode04:18 Brute Force Customer Acquisition + The Five Startup Steps09:37 The best brute force acquisition I've seen10:49 Doctor Customer Acquisition12:44 Hunting Delta 416:00 The Hunch

Today, we'll start a startup live on the pod. A listener wrote in with an idea in the shifting healthcare space and we pursue it over the next few episodes. We start from square one, digging into what's actually valuable about the idea with the 90% Wrong Principle, using the Four Question framework to pull out assumptions, and finally judging the viability of early customers with the Committed vs. Interested Test. It's a fun start to a series where we'll build a business in real-time. 90% WrongHow to Live an Asymmetric LifeTackleboxIdea to Startup NewsletterIdea to Startup Bot 00:25 Intro - Starting a Startup Idea Live02:02 The Idea - Healthcare is changing05:58 Smooth Jazz06:30 90% Wrong07:52 Scary and Hard09:30 Worst First10:51 The Four Story Questions15:45 The Two hero's18:38 The End: I Hate Both Customers

Today we'll help you find and choose the right startup idea. We'll use a couple of frameworks to help you evaluate startup ideas you've got and find startup ideas other people miss. We talk through the Hard Startup Myth and The Hassle Premium, two mental models that'll make sure your next idea has legs. We'll also evaluate Tinder for Jobs and learn a lesson from the great Frank Prisinzano. BylddTackleboxFrank's Crispy Egg video + instagramPersonal MBA 00:27 Intro01:35 Are All the Good Ideas Taken?05:15 Byldd06:22 Tinder for Jobs11:30 Execution vs Customer Risk12:30 Specific Knowledge and Leverage13:04 The Hard Idea Myth + Frank Prisinzano17:22 The Hassle Premium

Today, we'll talk through how to identify and pursue the big, consequential ideas - what we'll call Quests. We go through how to identify them, how to wrap our arms around them, and what to do when you (inevitably) feel intimidated. We'll do it with a little help from the 90 Yard Mistake, a ghost kitchen idea, and some chronic pain interviews. Quest (drink). TackleboxIdea to Startup NewsletterIdea to Startup BotChoose Good QuestsTimestamps:00:24 Intro - Becoming a Parent05:21 The Hard Stuff Is Easier07:50 Smooth Jazz08:16 How to Identify a Worthy Quest12:44 The 90 Yard Mistake19:06 How to Get Started - People & Success21:40 How to Not Be Intimidated24:16 Choose Worthy Quests

Hard problems are the only problems worth your time, but they're not always easy to find. Today, we'll talk about how to root them out. We'll dig in on decisions customers avoid and how to use those decisions to anchor early traction. We'll also talk through one of Brian's favorite current businesses - a guy who buys used cars for you. BylddTackleboxIdea to Startup NewsletterIdea to Startup Bot0:27 Intro - Noticing What People Hate05:00 The Car Problem07:52 BYLDD09:15 Solving Hard Problems13:42 Decision Hunting15:30 Chronic Pain18:30 The End - Problem Hunting

Today, we'll talk about my favorite item from the Always Work List from a few weeks back - the Daniel Tiger SOP. Entrepreneurship requires you to do uncomfortable stuff constantly. This gets overwhelming and leads to founders sticking with the well-worn, safe path. That leads to startups with no differentiator and no reason to exist.The Daniel Tiger SOP helps you turn intimidating tasks into manageable ones. It lets you travel a unique road, which leads to a unique product. It's as good a technique as I've found. TackleboxIdea to Startup NewsletterIdea to Startup BotAlways Work and Never Work Lists PodEmail team@gettacklebox.com with sub “always work never work” to get the listsAn SOP for Testing a Startup IdeaDaniel Tiger SongNate Bargatze Dumb BrainTimestamps00:35 Intro - Always Work and Never Work Lists02:55 The Most Useful Item from the Always Work List03:55 What Makes People Happy06:15 Smooth Jazz06:45 You'll Never Sprint Again08:12 Repetitive SOPs and Uncomfortable SOPs09:30 The Daniel Tiger SOP11:13 Email Scam Detector Startup16:30 The End: Our Brains Are Dumb 

Today, we'll help you build a system for creativity. We'll start by defining creativity as an equation to make it more accessible. Then, we'll develop a system that focuses on the inputs of the creativity equation. We talk through the Commonplace Book, Commencement Speeches, a sports writer and the movie Sahara. Then, we get into the weeds on how to set up and implement your own personal creativity system. TackleboxWeekly Podcast NewsletterThe Great Talks, Lectures, and Speeches of HistoryNotion + Notion Web ClipperReadwiseZapierOgilvy on Advertising0:30 Intro - Creativity2:00 What if you're not creative?2:53 Creativity is Mushing3:39 Creativity Equation5:15 Summer Internship6:28 Bill Simmons7:48 In on the joke9:20 College Commencement Speeches10:07 Kenyon Commencement Speech - Two Fish11:20 Smooth Jazz11:52 The System14:00 The Logistics15:22 Intake17:29 Reflection18:30 Output19:30 Ogilvy on Advertising

Today, we'll talk through a landing page system that'll help you find a great initial customer - one that can anchor your business. We'll talk through the circle framework, as well as the One Person Landing Page and the Emotion / Logistics / Urgency flow. This will help you identify the right customer to focus your product building efforts on. TackleboxOwl City - FirefliesDaniel PriestleyUnbounceScore00:51 Intro - Landing Pages03:21 Circles10:00 Smooth Jazz10:32 The One Person Landing Page + ELU17:45 A Chronic Pain Startup's One Person Landing Page Test24:56 System + The End

Today, we talk about how to price your startup. We touch on the four places to find margin, the Taco Bell pricing strategy, and using price to attract customers. We talk through pricing an AI assistant, basketball lessons, honey, and pilates. After this pod, you'll (hopefully) think about pricing your startup completely differently.  TackleboxIdea to Startup NewsletterThe Bear SceneToniesIdea to Startup Bot 00:34 Intro02:00 Taco Bell Pricing03:16 Forks and The Freakin' Super Bowl05:02 Stubbing Your Toe on Reality09:00 Smooth Jazz09:34 Four Places to Find Margin11:19 Margin Comes After Pain13:09 Margin Comes From Removing the Worst Part of a Painful Process14:11 Margin Comes From a Status Level Jump14:50 Margin from Specificity and Problem Language16:35 Basketball Lesson Pricing19:08 Pay Yourself First22:56 The End - My Son Loves to Dance

Today, we'll help you figure out how to find and position your startup idea's value. We'll talk through the Need/Gap/Swap framework, go through a few startups doing the value thing well and poorly, and we'll talk about a Magician on the Upper West Side.TackleboxHow to Make $1,000 TodayIdea to Startup NewsletterIdea to Startup Bot 01:25 Intro02:32 Make as Much Money As You Can In One Week10:13 Smooth Jazz10:45 The Magician14:22 Non-Alcoholic Drinks

A throwback to the 6th ever episode of Idea to Startup - an episode that's been listened to thousands of times and has a consumption rate at nearly 100%. Entrepreneurs can do anything, but they can't do everything. How do you prioritize early on? How do you differentiate? This episode presents a framework that'll ensure you work on the things that give your startup its best chance at success.TackleboxIdea to Startup NewsletterFreedomInbox PauseEssentialismDeep WorkGetting Things DoneThe Emyth00:00 Intro03:03 College Basketball05:49 Ordinary and Extraordinary06:21 Prioritization, Willpower, Internal Reports08:00 Stones and Sand14:00 Humans Overestimate Wownside and Underestimate Upside14:36 You Have No Willpower20:27 Tracking

Today, we dig into the Always Work and Never Work Lists - a method that'll help entrepreneurs make good decisions through the constant second guessing and self-doubt that a startup brings. We talk through examples from the lists and apply them to a moment Brian had to deal with recently. We get a little help from Goodfellas and Taylor Swift. TackleboxIdea to Startup NewsletterIdea to Startup BotAnti-Hero - I stare directly at the sun but never in the mirror - (quietly a better version)Goodfellas00:30 Intro02:54 Is My Idea Actually Good?04:13 Goodfellas05:44 Smooth Jazz06:11 Should I Stop Doing This Podcast?08:24 The Process08:55 The Three Prompts12:20 The Things That Always + Never Work Lists17:27 The Plan18:58 You19:57 People Over 30 Don't Sprint

Today, we'll talk about content. Two of the most asked questions we get are "should I create content?" and "if I should... what the heck should I say?" Creating content feels daunting until you realize the best way to create content is to not create content. We go through how to do that, leaning on a few examples and a content generating framework. We also crown the best burrito in NYC.TackleboxDos Toros / El GalloBird by Bird 00:25 Intro02:56 Why People Order Hot Habanero Sauce07:45 Byldd08:52 How to Start14:25 Content as a System14:40 Top of Funnel15:38 Mid-Funnel16:20 Brand Building 20:00 The Act of Noticing

One of my favorite episodes in a while. Today, we talk about how you can stand out in a crowded market by looking at an exceptionally successful exterminator. We'll pull out four lessons that make a framework to create contrast between your business and your competitors. We'll talk through Customer Journey Mapping, the Feature Fold, how to take yourself seriously through pricing and the things other people stink at. And, we'll get a ton of help from the Mouse Man (and no help from Ruby). TackleboxIdea to Startup NewsletterIdea to Startup BotSugar (but it stinks)00:30 Intro02:00 We've Got Mice05:15 The Mouse Man's Funnel07:50 Smooth Jazz08:21 One - Build Your Funnel to Match Customer Emotion11:45 Good Questions For Your Funnel12:30 Two - Contrast from the Feature Fold14:30 Saving your Customers a Decision15:53 Three - Take Yourself Seriously19:14 Four - The Things Other People Stink At22:14 The End22:50 Recap of the Four Lessons

One of the most listened to episodes in ITS history with an average consumption rate well over 100%. Today, we go through a Weekly Prioritization and Audit Framework for entrepreneurs. We'll hit on three giant shifts you'll likely need to make - ditching a to do list and moving to your calendar, weekly progress reports, and environment design. We get a little help from our friends in Finland along the way.For more info on the framework, subscribe to the Idea to Startup Insider Newsletter. Tacklebox ("Build Right" for 50% off month one)Tom Eisenmann Episode 00:30 Intro01:09 A Weekly Prioritization Framework04:13 The Race to Five Pivots05:49 Smooth Jazz06:13 Finland has the most gold metals per capita11:01 Prioritization System13:27 Calendar19:53 The Weekly Audit22:53 Your Environment25:30 An Overview of the System

Today, we'll run through a Concierge MVP example live on the pod. Brian chooses an idea specifically because someone wrote in and said it was "un-Concierageable," which isn't a word but is the reason this podcast exists.We go through the four-part framework that'll help you build a Concierge MVP - The Three Components of Wild Success, Acquiring Customers, The Test, and Feedback Loops. And we get a little help from an alum helping people get grants and our old friend - the Monkey on the Pedestal. TackleboxIdea to Startup NewsletterThe LugeTackle the Monkey FirstMiro00:30 The Concierge MVP02:05 The Grant Concierge MVP Example04:56 Pushback06:30 Smooth Jazz07:00 David's Idea09:23 Concierge MVP Step One: The Three Components of Wild Success10:43 Monkey and the Pedestal14:08 Concierge MVP Step Two: Acquiring Customers18:22 Concierge MVP Step Three: The Test21:03 Concierge MVP Step Four: The Feedback Loop22:52 The End - 85% of the Way There

Today we talk through a system to help you start the business you don't feel ready to start. We do this because that's the only type of business there is. You're never going to feel prepared so you can't let that fear paralyze you.We talk through the three main gaps that keep founders from starting - the Knowledge Gap, the Network Gap, and the Product Gap - and describe a method that'll help you navigate each. We get a little help from a startup idea Brian's been kicking around, a turtle swimming across the Atlantic Ocean, and the Backstreet Boys. TackleboxIdea to Startup NewsletterIdea to Startup BotBig FishPut Your Ass Where Your Heart Wants to Be 00:30 The Business You're Not Quite Ready to Start 01:31 The Three Gaps03:28 Why Turtles Swim Across the Atlantic Ocean07:11 Smooth Jazz07:40 Before You're Ready08:16 The Customized Diet Idea10:20 The Notion Idea Template12:06 The Knowledge Gap - The Expert Interview15:51 The Network Gap - The Monthly Newsletter17:48 The Product Gap - The Marathon Shoe and The Knowledge Spectrum21:33 The End - Action Reduces Fear

Most people's startup approach is haphazard. It's a combination of instincts and reactions and luck or happenstance. People who succeed are far more purposeful. Today, we'll help you take your idea and yourself seriously. We'll build your entrepreneurship handbook - the thing that'll let you make tough decisions at scale.TackleboxIdea to Startup NewsletterByldd"I'm a Neuroscientist, and these are 5 things I do every day"1:00 Your Entrepreneurial Self 2:35 The Dads7:00 Byldd8:04 Why Find Your Lobster Failed12:40 The Serious Email14:12 Entrepreneur or Tourist?15:13 Your Entrepreneurship Handbook20:30 The End - Implementing

Today, we'll help all the non-storytellers tell a compelling story about their business. We've got a framework that'll walk you through the ingredients of a compelling story, and a mise en place-inspired approach that'll help you get to story market fit. We've got some rules, some variables, some accelerants, and an example about a service that helps Airbnb hosts launch their own interior design businesses.  TackleboxIdea to Startup NewsletterBuilding a Story BrandYour New Life Will Cost You Your Old OneWork Clean - The Life-Changing Power of Mise en PlaceHow to Write Essays that Spread00:30 Storytelling for your startup03:24 The Two Reasons for the Barefoot Son Story07:09 Smooth Jazz07:37 The Three Ruls of Good Storytelling for Entrepreneurs08:45 Rule 1: Good Stories Are About Speed10:44 Rule 2: You Don't Matter11:39 Rule 3: A Good Story is Earned12:22 Mise En Place14:10 The Ingredients of Your Story17:09 The Accelerants19:24 Airbnb Interior Design23:23 The End: Montaigne 

Today, we'll talk about one of the most common hurdles entrepreneurs run into - getting tempted by a new idea a few months into working on their main idea. We lay out a framework to identify the first principles of the new idea fast so you can decide if it's worth a pivot. We also dig in on why the urge to pivot shows up, procrastination, and how to win a baking contest. And, English Lords from the 17th century.TackleboxIdea to Startup Newsletter  00:26 Intro05:40 Chronic Pain Side Idea08:30 Smooth Jazz09:00 All Babies Are Cute13:00 Internal vs. External Signal14:01 Why You Have a Lawn16:50 What to Look For in a New Idea20:30 How to Win a Baking Competition

Today, we'll help you pick your startup's first customer segment. This decision dooms a huge percentage of first time entrepreneurs - if you don't understand what the job of your first customer segment is, you'll likely pick a customer incapable of doing it. Your first customer has a unique responsibility that no other customer will have - you need to choose them carefully.Conversely, if you choose the right first customer, you'll set yourself up for serious growth. We go through the five characteristics your first customer needs, give a preview of what your successful startup will look like, and help a listener find the first customer for their Myers Briggs startup. BylddTackleboxGetting Real (museum curator reference)Everyman Espresso (☕️

Today, we help you become the type of founder who relishes uncomfortable things that lead to successful startups. There are no real secrets in the startup world - the hard, proactive, uncomfortable work leads to businesses that matter. This work doesn't happen without a system.Today we help you build that system, using The Costanza Swap, The Three Levers of Resilience, and The Failure Case.Hoo ahh.BylddTacklebox00:24 Doing Things You Don't Want To Do02:45 Why the Eisenhower Box Doesn't Work for Entrepreneurs03:30 The Al Pacino Problem04:45 Creating Content08:00 Smooth Jazz08:30 The Costanza Swap10:15 One Out, One In11:20 The Three Levers of Resilience12:40 Scheduling13:24 Committing14:30 Dissecting17:40 The Failure Case21:15 Happiness

Today's classic episode will help you get the first version of your product up and out this weekend.We use a three-part framework to help you focus in on the one core feature you've got to nail that can be built by someone with no technical or product building skills in an afternoon. We also find your customers inertia and ride that wave to make it easier to use your product than not.We get help from an airbnb for lawn equipment startup and move the ball forward on the chronic pain idea.BylddTackleboxTacklebox NewsletterThe Personal MBA0:55 The Two Questions Entrepreneurs Have About Products2:35 A Great Product Does Two Things4:26 Entrepreneur Baggage + Airbnb for Lawn Equipment6:29 A Mindset for Today8:13 Step One - Process8:53 Organ Donors9:55 Inertia11:35 Chronic Pain13:07 Frank's Process14:50 Harry Potter and Being Chosen15:43 Step Two - Metrics17:12 Chronic Pain Ex-College Athlete SOM18:35 Outcome not Features - The Product is Irrelevant19:16 The Five Marketing Archetypes - STTC, Pain, Cost, Apparate, Urgency20:19 Step Three - Delivery (The Product)20:32 Warby Parker22:23 The Twelve Forms of Value25:49 The Venmo Accountability Group 

Today, we talk through a 4-part system to generate ideas - one that'll tap into your brain's natural ability to develop novel solutions rather than just waiting (hoping) inspiration will strike. We'll do it with a little help from a baseball training facility, a corked wine bottle, and an MRI startup. TackleboxIdea to Startup NewsletterFermenting IdeasPod: Customers speak ProblemPod: How to Create a Strategy for your StartupReadwiseIdea to Startup Bot00:26 Idea People02:47 A Baseball Training Facility04:45 Inversion07:46 Smooth Jazz9:24 Part 1: Identifying the Problem12:34 Part 2: Collecting17:22 Part 3: Chewing20:14 Part 4: Testing21:37 The End + How to Start

Today's classic ITS episode discusses the Concierge MVP, an indispensable tactic early stage entrepreneurs can use to get the feedback of a full product without the money and time required to build one. We go through the 4-step method that'll get you data from customers you can use to raise funding, hire, or recognize the opportunity actually isn't worth your time.TackleboxIdea to Startup NewsletterIdea to Startup BotMore Concierge MVP Examples00:00 - Opening and introduction02:00 - The chicken and egg startup04:50 - The value of a Concierge MVP07:20 - The four steps of a Concierge MVP11:00 - Example story of coaching service Concierge MVP14:20 - Challenges with selling/positioning the Coaching MVP18:30 - Learning from Concierge MVP results22:45 - The End - Momentum

Today, we'll talk about strategy - what good (and bad) strategy looks like for startups, and how most early-stage companies lack any strategy at all. Using a framework from Good Strategy/Bad Strategy, we'll explore the three core elements: diagnosis, guiding policy, and coherent action. We'll examine strategies from a stand-up comedian and GoPro as examples, before applying the framework to craft a strategy for launching a successful children's book.TackleboxIdea to Startup NewsletterThe Skeptical Startup EpisodeGood Strategy / Bad StrategyGet On Your Knees (comedy special)Go the F*** to Sleep00:29 The Skeptical Startup1:58 Strategies vs Goals3:58 The Comedian Story8:50 Smooth Jazz9:30 Bad Strategy11:38 Fluff12:12 Failure to Face the Challenge13:19 Mistaking Goals for Strategy14:50 GoPro17:16 The Kernel of a Successful Children's Book19:56 Guiding Policy20:50 Coherent Action21:24 The End + You 

Today, we'll help you tackle the big question for entrepreneurs with startup ideas and jobs - when's it time to quit the job and focus on the startup full-time? You should think about this question the second you start working on an idea, and you should use the Skeptical Startup framework - a goal of $8k per month in 10 hours per week - as a guide. The Skeptical Startup framework is magical, and Brian will show how it'll help you focus with an example startup.  TackleboxIdea to Startup NewsletterIdea to Startup BotFarnam Street - Surface AreaThe AlchemistNatalie Imbruglia - Torn00:30 When to Quit Your Job03:25 Life Expenses Excel Sheet04:05 The Skeptical Startup Framework06:25 The Idea: Home AV Improvements07:44 Smooth Jazz08:22 The Logistics of $8k11:26 An AV Marketplace12:46 Reduce the Surface Area15:27 The Search16:30 A Lead for the AV Startup19:16 The End - Your Goals19:26 A Goal Framework

Today is an ITS classic - an episode that was listened to and shared a ton. It hits on a fundamental question for idea-stage entrepreneurs - what if the problem you're solving isn't an urgent, painful, bleeding neck problem? What if it's just something you think will improve people's lives? Should you still pursue it? How?TackleboxIdea to Startup NewsletterIdea to Startup Bot  

Today's episode is for everyone who struggles to summarize their startup in a sentence. We lay out a framework to do this well with help from a sticker on the street, a hedge fund, and a Vietnamese coffee shop.TackleboxIdea to Startup NewsletterIdea to Startup Bot00:33 One Sentence Marketing01:10 Train to NYC03:04 The best marketing Brian's seen in a while06:42 Smooth Jazz07:28 Choosing a Customer and the Knowledge Spectrum08:54 Air Quality Idea13:07 Inflection Points + The Conference Exercise14:09 The End - Vietnamese Coffee