The Third Way

Two roads divide, I took neither. In fact I climbed up in the BullDozer and paved a third.

It didn’t start out this way on purpose. In fact I set out to do things the way I was told.

When appendTo launched the first thing we did was hire a COO. Someone that knew how to do business the way business was supposed to be done.

Jonathan & I were the creative team, and we wanted to focus on delivering great customer experiences, not on processes and management.

But when the going got tough, the person we hired to lead the company didn’t believe in the vision of the company. So he left.

Revenues were tight and we were staring at a second business venture sinking. I knew the opportunity to build a business around jQuery was big, but it hadn’t started out the way I planned.

I sought advice from others who had started similar ventures and they pushed me to go get revenue the way all businesses did.

“Hire a Sales Team” they all said to me almost in perfect harmony. I wasn’t a believer. I didn’t feel that salespeople could properly represent us they way it needed to be done.

It was value that they were after. A great product and deliverable. Not someone banging on their door begging for the order. That was the way of yesterday and I knew it was wrong for appendTo

I Took the Third Way

The Third way meant doing what I knew was right even when it wasn’t popular.

Whether it be walking away from money when I know that we aren’t the best fit for a project or refusing to hire a sales team for a company that needed to be built through a network from the inside out.

The third way started out by accident when I couldn’t get on board with the way things have always been done and has morphed into a philosophy that I use for growth hacking.

When two roads divide I don’t take the one less traveled nor do I take the one most traveled. I take the one that makes the most sense which sometimes isn’t a road at all.

Understand, this isn’t about one way being right and one way being wrong.

This is about doing business in a way that reflects what we as an organization believe. Something that I aspire to see from more and more companies in the future.

Begging the question.

When 2 roads divide and neither option makes the most sense for your business, what is your approach? Better yet, what is your third way?

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