Leading Shokuna

San Francisco, CA
Joined February 2008
Neal Sales-Griffin retweeted
Every marketing team should do this simple test. At random, ask 100 of your existing customers to describe your product in their own words. No leading the witness. Then look at how you describe your product on your site. Don’t dismiss obvious differences by telling yourself, “They basically mean the same thing we do.” Really look at the specific words. Really consider exactly what they’re saying and how they’re saying it. Compare that directly with the words you’re using, the descriptions you’re presenting, the picture you’re painting. Then stare at the Grand Canyon.
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Neal Sales-Griffin retweeted
So proud of this new site. Straightforward, readable, calm. You should go check out everyone else's website in our industry. The usual suspects. Can anyone tell the difference between them? It's like they've been all been sucked into the same black hole and hit their own singularity. No differentiation. Identical messaging. Wild claims of helping you achieve a 24/7 AI work fantasy. Really? There's that much work that needs to happen behind your back while you're sleeping? Since when? And who created that illusion? Agents with creepy masks and emotionless faces? What? The cosplay is something else.
Basecamp 5 is live! And the new website is a throwback to a simpler time. Just show the damn product. Just list the features. Yes, it's agent accessible, but it's not agent hysteric. basecamp.com/
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Our latest customer research turned up something about how people are quietly relating to AI right now. I'm still chewing on it...and I'm still hopeful. Curious what it sparks for you. world.hey.com/neal/the-weird…
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Since leaving Techstars in November, I've been rebuilding how I work from the ground up. Working for someone else meant using their tools, defaults, and opinions about how information should flow. Now I get to design my own again. Safari is where I spend a lot of my time. It's fast, lightweight, and clean. For programming, I've gone from TextMate to Sublime Text to Zed. But now most of my coding happens in conversation with Claude Code running in the terminal. Hey handles all my emails and calendars. And Basecamp handles everything else. My writing, planning, multi-project management, and files are all there. It replaces what used to require Slack and Notion and Google Docs and a dozen other things I no longer think about. That's the mise en place. The screenshots below are my actual screens. There's a philosophy behind it. Ruby is a programming language famously "optimized for programmer happiness." The idea is simple: tools that feel good to use make you more productive than tools that are merely powerful. I think the same should apply to how we organize our work. Most of this setup isn't "AI-native." That's part of why it works for me. These tools are grounded in doing real work, not promising to do it for you. AI lives in my terminal, where I'm building and coding. Everything else is deliberately calm. My setup looks plain because plain is the point. When I've used tools that can do anything, I spend more time configuring than working. Every workspace I've inherited that promised infinite flexibility looked like someone's junk drawer exploded into a wiki. I'm sure those tools work for some people, they just don't work for me. I prefer crisp defaults over endless flexibility. When I open my laptop I need to start working, not decide how to work. Right now there are zero emails, messages, or follow-ups living in my head instead of a system. This won't last forever. I'm building tools that might reshape what you see here. But everything has a place. If you've found a setup that works, I'd love to hear about it.
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Years ago, I ran a coding workshop with high school students on the South Side of Chicago. Two young women came up with an idea: a navigation app that didn't just show you the fastest route, it showed you the safest one. They already knew which streets to avoid at certain times. They'd been doing this by instinct their whole lives - texting each other, sharing what they knew. They wanted to take that lived knowledge and make it available to everyone in their neighborhood. I remember the energy in that room. They weren't solving a hypothetical problem. They were solving their problem. Back then, I couldn't teach them enough to actually build it. The technical barrier was too high. Today? They could ship that app in a week. That's what I keep thinking about. Not what AI will take away. What it makes possible for people who never had access before. But here's the thing: if we're not in the room where this is being built, our problems won't be in the product. So if this world makes sense to you - if you've started to see what's possible - don't just build for yourself. Invite someone in. The people in your life who are skeptical, who haven't had time to look, who've been told this isn't for them. They belong here too.
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The circus never left town. Elections. Documentaries. Trials. The AI debate. Sports. Political rage. Social media wars. Each one demands you pick a side. Feel something. Post something. While you're distracted, the future is being built by people who aren't. You might read this and think you're above it. One of the enlightened who sees through the manipulation. On the right side of history, fighting the good fight, calling out the bad actors. But the fight is the circus. Every post about what's wrong. Every argument with someone who doesn't get it. Every hour performing your values for an audience that already agrees. That's not resistance, that's the show. While you're fear mongering about AI, people are building the future with it, without you. Shaping what it becomes. Deciding how it extracts even more from you. While you're outraged about politics, systems are being designed. Policies written. Futures locked in. The people doing the actual work aren't posting about it. They're too busy preparing for the takeover. And those values you're performing? How do you know they're yours? They might just be what you've been trained to signal. Social media points for opinions optimized to spread, not to matter. I'm in it too. Every day. Fighting the scroll. Losing hours. Getting pulled into battles designed to feel urgent. We all are. That's not judgment, it's just where we live now. But here's what I keep coming back to: We're all just here trying to help each other. That's it. To enjoy ourselves, sure. But also to help our friends, families, neighbors. To do work we're proud of. Build things that matter. Solve real problems for real people. There's a better world available. Systems can be fixed. Innovation can serve people. Progress is possible. But it requires stepping out of the circus. Not to watch from the sidelines, to do the work. Not posting about what's broken. Fixing it. Not performing values. Living them. Not fighting battles designed to exhaust you. Choosing the ones that matter. The show is good. It's designed to be. But there's real work waiting. More satisfying than any post. The only me is me. Are you sure the only you is you?
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There's a film I come back to a lot. There Will Be Blood, by Paul Thomas Anderson. If you haven't seen it, I'd recommend checking it out. I won't spoil anything important. The first real dialogue doesn't come until fifteen minutes in. Before that, it's mostly Daniel Plainview alone - breaking rocks, crawling out of a mine shaft, burying a man. Very few words. So when he finally sits in front of a room full of people and opens his mouth, you lean in. "Ladies and gentlemen, if I say I'm an oil man, you will agree." And he delivers. His wells, his tools, his men, his family business - why he's the real thing and everyone else isn’t. Everything you're supposed to say when you're trying to convince a room to trust you. This is the speech most of us give. We lead with credentials, explain what makes us different, and make the case for why we're worth believing. Later in the film, Plainview is in a different room. Different town, same goal - he needs their land. But this time: "Let's talk about bread." Not oil. Bread. Schools for children. Roads to the church. Crops where there were none. A community that will flourish. He's less focused on proving himself to you. He's more focused on the better life you'll have. There's the oil we want, and there's the bread you need.
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Neal Sales-Griffin retweeted
Replying to @jasonfried
Congrats! What a journey. You @dhh have been a huge source of inspiration since 2006, and it's safe to say you've changed my life (directly and indirectly) at least 3 times along the way. I'm still grateful for you (and @shokuna) taking this broken-English email seriously:
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Neal Sales-Griffin retweeted
The reason why I am independent and advocate a life-long career is because for me, "creating things" is no longer a job. That's why there is no retirement. Creating things is living. One more thing. In the game industry, there are very few people who have succeeded in becoming independent from a major game production studio, whether in Japan or abroad. Even eight years ago, when I started my own company, I was opposed by everyone, including my peers, colleagues, and relatives, who said, "It will never work!”. They said it was impossible without the financial and organizational strength of a company. However, someone must prove that that is an old-fashioned way of thinking. Young creators must be given freedom of choice. This is one of the reasons why I continue to "create things”.
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Neal Sales-Griffin retweeted
Happy @Techstars_Chi demo day! Good luck 🍀 everyone! 🙌🏻 👏 @shokuna @bradschnitzer @1871tech is cheering you on
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Neal Sales-Griffin retweeted
First track for my new "chill synth" album is well under way! If you like the vibes of "Wake Up" from #MassEffect 3 and "Uncharted Worlds," you'll dig this album. Longer preview(s) coming soon, at samhulick.bandcamp.com/follo… #synth #music #ambient
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Neal Sales-Griffin retweeted
There are the rare 10x developers, yes, but the real thing to cultivate is the 10x environment. Make that common, and it's a boost like no other. (same applies to designers, writers, customer service, etc). dev.37signals.com/the-10x-de…
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Neal Sales-Griffin retweeted
18) This is the time for companies with real businesses to shine. Fundraising plays second fiddle to customers, revenue, and sustainable growth & unit economics.
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Neal Sales-Griffin retweeted
7) Lastly, for companies that are doing great, investors are funding these startups. The market isn't dead as people suggest. But, it's slow. Especially now in the middle of summer. If you don't need to raise right now, I'd punt until fall.
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Neal Sales-Griffin retweeted
3) For people new to either startups or venture, these companies didn't seem "bad" because they were able to raise money. But it turns out that great companies are not the ones that can raise. Great cos are the ones that can get customers repeatably at scale and sustainably.
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Neal Sales-Griffin retweeted
In product development for manufacturing, gross margin is one of the important constraints up front. In software, we aren’t used to thinking about margin because the marginal cost of duplication is effectively zero. But that doesn’t mean we don’t have production costs! While we don’t cast tooling and build assembly lines and transform raw materials for each feature, there IS a production process, where we do work to get the new functionality from zero to one. When teams jump straight into building and pile up sprint after sprint after sprint — nobody weighs the cost vs. the outcome of the whole effort. No wonder so many teams now have to shrink and rethink their process! Not only was so much time and energy wasted, there was never a step in the process when anyone could look at the whole, decide what the effort was worth, and shape a solution to fit! This is why framing, setting the appetite, and shaping before committing to a project are so important. It’s not only about setting clearer direction and giving teams more autonomy — it’s about controlling costs and being strategic about our time.
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Neal Sales-Griffin retweeted
Couple recent examples. In both, founders had fit and scale but faced flattening growth and increasing CAC. Company A saw that the product team (which had gotten too big) was polishing edges, not making an impact. When the founders envisioned a new product direction, they spun up a skunkworks team instead of giving it to the PMs that were more optimization-oriented. Ended up keeping the skunkworks team and let the other PMs go. Company B was riding benefits of being an early entrant in a new category. The category grew (including more competitors), and as headcount increased, founders thought they could delegate strategy to senior PMs. “Make rev go up.” But again all the changes were incremental. After a JTBD project at the top the founders defined a small portfolio of juicy problems to work on (change bundle and pricing for this job, plus integrate this feature… rework marketing page completely based on this new angle … etc). This shined a light on who among the teams was now constructively leaning in and wrestling with these specific problems/opportunities vs muddling along. I don’t think the difference is in whether a mission is the “right one” or whether it came down from execs or up from somewhere else and got exec alignment … the difference is that, now that there was a direction to pursue, it became clearer who could move the org toward it.
Replying to @rjs
What are the best examples of missions that you’ve come across lately?
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Neal Sales-Griffin retweeted
Replying to @CSTopinion
@CSTopinion is right — Johnson Admin Transition Report is unmoored from good governance fundamentals. (Not unique to this especially governance green new administration.) So what to do about that? CST doesn’t quite say, so I will. City charter. chicago.suntimes.com/2023/7/…
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