Nicolas Cole argues early-stage founders must do unscalable work first, like personally talking to your first ten customers. Skipping this step to chase scale leads founders to miss critical learning. Master the unscalable version before you automate it.
In the beginning, the whole game is doing things that are unscalable. You can't scale something that you've never done the unscalable version of well. You should do things that are unscalable. It's like, is it unscalable to talk to every customer? But should you do that when you have your first 10 customers? Yeah, because you can. I think oftentimes people take an activity and multiply it by 1,000 and go, "That's unscalable, so I won't even do it." But you have to realize that in order to scale it, you have to first do it well.
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