Introduction                                       1  (6)
    First                                          7  (4)
      The new reality                              9  (2)
    Takedowns                                      11 (18)
      Ignore the real world                        13 (3)
      Learning from mistakes is overrated          16 (3)
      Planning is guessing                         19 (3)
      Why grow?                                    22 (3)
      Workaholism                                  25 (3)
      Enough with "entrepreneurs"                  28 (1)
    Go                                             29 (36)
      Make a dent in the universe                  31 (3)
      Scratch your own itch                        34 (4)
      Start making something                       38 (2)
      No time is no excuse                         40 (3)
      Draw a line in the sand                      43 (4)
      Mission statement impossible                 47 (3)
      Outside money is Plan Z                      50 (3)
      You need less than you think                 53 (3)
      Start a business, not a startup              56 (3)
      Building to flip is building to flop         59 (3)
      Less mass                                    62 (3)
    Progress                                       65 (30)
      Embrace constraints                          67 (3)
      Build half a product, not a half-assed       70 (2)
      product
      Start at the epicenter                       72 (2)
      Ignore the details early on                  74 (3)
      Making the call is making progress           77 (3)
      Be a curator                                 80 (3)
      Throw less at the problem                    83 (2)
      Focus on what won't change                   85 (2)
      Tone is in your fingers                      87 (3)
      Sell your by-products                        90 (3)
      Launch now                                   93 (2)
    Productivity                                   95 (38)
      Illusions of agreement                       97 (3)
      Reasons to quit                              100(4)
      Interruption is the enemy of productivity    104(4)
      Meetings are toxic                           108(4)
      Good enough is fine                          112(3)
      Quick wins                                   115(3)
      Don't be a hero                              118(3)
      Go to sleep                                  121(3)
      Your estimates suck                          124(3)
      Long lists don't get done                    127(3)
      Make tiny decisions                          130(3)
    Competitors                                    133(18)
      Don't copy                                   135(3)
      Dcommoditize your product                    138(3)
      Pick a fight                                 141(3)
      Underdo your competition                     144(4)
      Who cares what they're doing?                148(3)
    Evolution                                      151(14)
      Say no by default                            153(3)
      Let your customers outgrow you               156(3)
      Don't confuse enthusiasm with priority       159(2)
      Be at-home good                              161(3)
      Don't write it down                          164(1)
    Promotion                                      165(34)
      Welcome obscurity                            167(3)
      Build an audience                            170(3)
      Out-teach your competition                   173(3)
      Emulate chefs                                176(3)
      Go behind the scenes                         179(3)
      Nobody likes plastic flowers                 182(3)
      Press releases are spam                      185(3)
      Forget about the Wall Street Journal         188(3)
      Drug dealers get it right                    191(2)
      Marketing is not a department                193(3)
      The myth of the overnight sensation          196(3)
    Hiring                                         199(30)
      Do it yourself first                         201(3)
      Hire when it hurts                           204(2)
      Pass on great people                         206(2)
      Strangers at a cocktail party                208(2)
      Resumes are ridiculous                       210(3)
      Years of irrelevance                         213(2)
      Forget about formal education                215(3)
      Everybody works                              218(2)
      Hire managers of one                         220(2)
      Hire great writers                           222(2)
      The best are everywhere                      224(3)
      Test-drive employees                         227(2)
    Damage Control                                 229(18)
      Own your bad news                            231(4)
      Speed changes everything                     235(3)
      How to say you're sorry                      238(3)
      Put everyone on the front lines              241(3)
      Take a deep breath                           244(3)
    Culture                                        247(22)
      You don't create a culture                   249(2)
      Decisions are temporary                      251(2)
      Skip the rock stars                          253(2)
      They're not thirteen                         255(3)
      Send people home at 5                        258(2)
      Don't scar on the first cut                  260(2)
      Sound like you                               262(3)
      Four-letter words                            265(3)
      ASAP is poison                               268(1)
  Conclusion                                       269(6)
      Inspiration is perishable                    271(4)
  Resources                                        275(4)
      About 37 signals                             277(1)
      37 signals products                          278(1)
Acknowledgments                                    279