Principle: Small, consistent = big future
Gymshark is a unicorn. In 2024, they did $771.3M in revenue.
But just a handful of years ago, the founders were as dumb as I am.
They used pizza-delivery money and sewing lessons from grandma to make V1 in the garage.
They sent free stuff to some Youtube bodybuilders for feedback. Then bought a booth at a convention they couldn’t afford, worked their butts off to afford it, and flew the Youtubers out.
The vision was never anything humungous. The goal was to move from one sale a month, to one a week, to one a day…
We didn’t know what margin was…they put us in touch with an accountant because we didn’t know really about how to file accounts, bookkeeping, tax rates, all of these different things.
There was in no way a strategy. We didn’t think too far ahead. We just did what felt right and instinctive.
Author BJ Fogg wrote a book called Tiny Habits.
The neuroscience-backed advice? Floss one tooth. Don’t go run 10 mi, just put your shoes on. Eat a single bite of spinach.
Momentum builds and habits form in the absence of friction. So do the tiniest thing possible.
Tactics
When you do the tiniest thing possible that’s directionally correct, you’re flirting with momentum.
One sale. One subscriber. One video. Write the landing page. Call the manufacturer. Post the job description on Upwork.
Do the absolute smallest version of the thing you’re trying to do, and don’t worry about the GRAND vision. It’ll come.
It’s simple: What’s the thing that’s holding you back from starting this business or solving this problem?
What’s the micro step that’ll start you on the path? Take it.
Habits
Stop looking at problems and opportunities as elephant-sized monsters.
If you open the page and write one word, call it good. But as long as you’re there, you may find it’s just as well to write one more…
Try it.
God speed,
Mike
Today’s inspiration: How I Built This: Gymshark