Pick A Fight

Key takeaways

Picking a fight should be rooted in genuine principles and values, not just marketing tactics.
Authentic conflicts with larger competitors can be powerful and serve as effective marketing, especially for small businesses.
It's important to punch up at bigger players and avoid petty battles with smaller competitors or peers.
Authenticity and consistency in your message build resilience against criticism and detractors.
Having confidence in your unique, creative ideas gives small companies a strategic advantage.
Understanding that what you see publicly is only part of the picture helps prevent following what might be ineffective trends.
Courage to stand up for your beliefs, coupled with a genuine human voice, makes your 'fight' more credible and impactful.

Summary

The Power of Standing Up and Picking Fights for Your Principles

The episode begins with Jason and David discussing their tendency to take strong stances online and in business, emphasizing that these 'fights' are often about ideas and fundamental principles rather than specific products. Their early fight was with Microsoft Project, advocating for communication as the core of project management, contrasting with Gantt chart focus. Their confrontations with industry giants like Apple further exemplify their commitment to standing firm on core values, such as running a profitable business and being true to their small company identity. They stress that authentic, principle-based conflicts resonate with audiences and can distinguish a brand effectively.

Strategic Approach to Picking Fights and Marketing

The hosts explore when and how to pick a fight with competitors, advising to punch up at larger competitors while avoiding petty conflicts with smaller ones or peers, which can seem petty and counterproductive. They highlight the importance of context, such as the unique advantage of being a small business—authenticity and relatability—enabling genuine contrasts with larger competitors. The episode discusses how genuine conflicts, like their battles with Apple or Microsoft, are rooted in shared principles and are not contrived marketing stunts. Authenticity and consistency in beliefs underpin effective 'fight' campaigns.

Risks and Rewards of Confrontation in Business

Jason and David describe the risks involved in challenging bigger players and how their early experiences, such as with Microsoft and Apple, shaped their confidence. They emphasize that fighting larger companies can generate significant publicity and serve as authentic marketing if done with true conviction. The episode cautions against superficial 'pick a fight' campaigns driven by strategy alone, as these can come off as insincere. The importance of timing, genuine principles, and having a clear understanding of one’s identity in these conflicts is underlined as essential for maintaining credibility and effectiveness.

Handling Detractors and Criticism

The hosts acknowledge that outspoken positions invite criticism but advocate for developing a thick skin grounded in strong core beliefs. They recommend honesty, authenticity, and consistency, as these qualities make it easier to withstand negativity. The episode also addresses the importance of human connection—small businesses can leverage their authenticity and directly reflect their principles in their marketing, making their 'fights' credible. They encourage owners to have the courage to stand for what they believe in despite potential pushback, emphasizing that genuine principles will ultimately resonate.

Show notes

If you follow Jason Fried and David Heinemeier Hansson, the co-founders of 37signals, anywhere online, you know they aren’t afraid to speak their minds and stand up for what they believe in.

Today, Jason and David sit down to discuss how embracing their viewpoint has led them to go toe-to-toe with some of the industry's biggest behemoths.

They’ll walk us through some of their biggest battles and what it took to stand their ground while positively impacting the world. They’ll also share tips for when, and how, picking a fight with a competitor can work to your advantage. Plus, more insight from the chapter called "Pick A Fight" in their book, Rework.

Show Notes:

[00:41] - Jason shares the reasoning behind their tendency to take a stand online.

[01:27] - Broken business models: the awkwardness of companies who statistically lose money trying to sell business software.

[02:49] - David describes how having strong principles and standing firmly behind them puts you in direct competition with companies that run on polar opposite business principles.

[04:01] - Using the underdog advantage in your marketing = highlighting the things that resonate with the target audience you are trying to reach (and make you look good).

[05:43] - Don't be afraid of picking on goliath-sized competitors, but be sure you are punching up.

[07:02] - Be careful of coming off as crass. If you're the market leader, ensure you act like it.

[08:13] - The story of the industry heavyweight that considered taking a run at squashing Basecamp.

[09:21] - The big conflict with Apple and the resulting “rocket to the moon” free marketing

[12:03] - Jason explains the difference between ignoring your competition and picking a fight with them.

[12:43] - Be aware (but not too aware) so you don't compete in a field you'll never win in as a small business.

[13:28] - David explains why having confidence in your unique and creative ideas can give small companies a significant strategic advantage.

[15:07] - It’s important to remember a company's public image is just a sliver of its reality; follow accordingly and stick with being original.

[17:42] - Why you need to keep your "pick a fight" campaigns organic, and NOT strategic, to keep them from appearing contrived.

[21:25] - How knowing who you are and what you stand for as a company helps you handle the detractors.

[23:15] - Picking a fight needs courage and humanity; injecting your principles into your marketing isn’t for the faint of heart.

[25:31] - Do you have a question for Jason and David? Leave us a voicemail at 708-628-7850, and we might answer your question on an upcoming show.

Links and Resources:

Do you have a question for Jason and David? Leave us a voicemail at 708-628-7850
Rework
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