
## The Big Idea

Your inbox is a tool-learn to use it to stay focused, organized, and in control of your time.

## Did you get my email?

Staying organized and on task is an absolutely _foundational_ skill to master for founders.

Building a product is a complex task that will have you busier than you might imagine. For many of us, one of the first things to go is our inbox.

Without looking, what's the count of unread emails in your inbox? Is that little notification bubble straining to fit all the count of unread emails?

Friends, **it's time to take control.**

A clean inbox isn't just about aesthetics; it is a critical tool for staying focused and on task, being responsive to your network, and staying productive.

<SponsoredSection
  imagePublicId="sponsors/superhuman/new-year-new-habits"
  sponsorName="Superhuman"
  CTAtext="Get started today"
  href="https://superhuman.com/ti"
>

In the life of a founder, the inbox is both a necessity and a challenge. Every deal, opportunity, and conversation is buried under a flood of noise. Superhuman is designed to change that.

Imagine an inbox that knows what's most important and drafts replies to messages before you look at them - and every action takes seconds instead of minutes. Superhuman transforms email into a tool for clarity, focus, and action.

This January, start your year with a platform built to help leaders like you get more done and save 4+ hours every single week.

With your **first month free**, there's nothing holding you back.

</SponsoredSection>

### Your inbox is a tool, not a bottomless pit

Whether you use gmail, apple mail, Superhuman (shout out for sponsoring!), or Outlook, your inbox is a tool, and knowing how to use it is a game changer.

Treat your inbox like you would your favorite IDE or design tool-it's only as good as how you use it.

My approach:

- Only emails I need to respond to or act on live in my inbox.
- Labels and folders keep everything else neatly organized.
- Snoozing helps prioritize tasks for later without cluttering the present.

Think of your inbox as a task manager for important things, not a dumping ground for everything.

### Turn Off Notifications and Regain Your Focus

Real productivity happens when you're focused - and for me, sporadic email notifications are an unpredictable distraction.

**My tip**: Turn off email notifications entirely.

Seriously -- I turned 'em off. On my phone, in my browser, and in my email client.

This lets me check and triage messages in my inbox when I choose, ensuring I stay in the zone while working.

This practice eliminates the randomization of being distracted by notification bubbles. Being intentional about when and how you engage with your inbox keeps it from controlling you.

### A Clean Inbox = A Clear Mind

The value of an organized inbox goes beyond email:

- New, important emails are less likely to slip through the cracks
- Less notification spam is a free productivity boost
- It makes the _unread count_ on your email app's notification bubble _useful._ Imagine that!

### This sounds great, but I have 493287 unread emails

If you're sitting on hundreds of unread emails, it may be time to declare email bankruptcy.

Sometimes, the backlog becomes unmanageable - and that's okay.

Email bankruptcy isn't about giving up; it's about clearing your slate:

- Archive everything older than a certain date and triage the rest.
- Notify key contacts if they're waiting on something and ask them to resend anything crucial.

It's the fastest way to regain clarity and focus without drowning in old noise.

Use this reset as a chance to make email a tool that works for you-not against you.

## Start the new year fresh

Your inbox, like any great tool, works best when you know how to use it. A clean start at the beginning of the year can help you reclaim your time, focus on what matters, and build habits that last all year long.

Take control of your inbox, and you'll find yourself in control of your time, your focus, and your productivity.

---

## Who I'm learning from this week

By now, you know that I love functional 3D Prints. For me, the magic in this tech is in creating useful, customized tools to make your life better. It's a challenging process to master, which is why I really liked seeing this video on [designing 3D printed mods for a vintage Toyota](https://www.youtube.com/watch?v=hpxAcJaAXgk) on the _Fat Lip Collective_ YouTube channel. Even if you have no interest in old cars - there's lots to learn from the process used to develop a custom part.

If you haven't heard already, **you should uninstall the Honey extension from your browser** pronto. YouTuber [MagaLag created an exposé](https://www.youtube.com/watch?v=vc4yL3YTwWk&pp=ygUSaG9uZXkgc2NhbSBleHBvc2Vk) on the many ways the extension has been abusing creators and consumers, and it's a must-watch.

[Folklore (Kyle's version)](https://pca.st/0iqmt7xe) is the most recent episode of the podcast Hyperfixed, from Alex Goldman. This episode goes deep on something that at first glance seems trivial, but eventually touches on verbal tradition, craftsmanship, and some fundamental truths of the physical universe. A fantastic listen.


The Great Inbox Reset

Your inbox is a tool, not a bottomless pit

Turn Off Notifications and Regain Your Focus

This sounds great, but I have 493287 unread emails


## The Big Idea

Reflection fuels growth. The coming year is your chance to make meaningful changes to your work, life, and relationships.

## What will you do differently?

Every year, we have a moment to look back and another to look forward - rather than looking at it as the sunset of this year, it may be helpful to think of it as the sunrise on 2025.

People tend to shy away from the idea of making _new year's resolutions_, which, honestly -- is perfectly reasonable. Most people tend to fail on their resolutions, and the idea of making a list of goals that you're unlikely to hit feels draining.

Let's skip the guilt-ridden _New Year's resolutions_ that rarely stick. Instead, consider setting a theme for the year ahead. One of my favorite podcasts, [Cortex](https://cortex.fm)
introduces this idea beautifully. Each host selects a [theme](https://www.youtube.com/watch?v=ikXyZ-_L-NA) as a guidepost for the year ahead.

For me, 2025 is the Year of Doubling Down:

- **Make Craftwork sing** - Our incredible team is building a scalable business that aligns with our ambitions. I'm focused on coordinatation, strategy, empathy for our team & customers.
- **Sweat more** - I am a more balanced person when I work out more. My goal is 3-4 solid workouts weekly-running, cycling, weightlifting, and yoga.
- **Double Readership** - My goal is to reach more people with the knowledge I share here. Hearing how my work has helped others is the best possible fuel for that fire.

I'm also doubling down on cutting distractions-removing negativity and toxicity to focus intentionally on what matters most.

### Your turn - what will you double down on?

If you're setting a theme for the year, I'd love to hear it. What are you focused on for the next 365 days?

Signing off for 2024 - see you on the other side of things.

---

## Behind the Words: Exploring Writing and Process

I've been reflecting on the little habits and tricks that keep my writing process flowing. Maybe these ideas can help spark something for you, too.

### My Next.js site: Now with 100% more support for Series!

I recently added a Series feature to my site-a way to group related posts. It's inspired by Dev.to's implementation, cobbled together in an afternoon. Here's the first few example I've published:

- [Fixing My Conversion Problem with Posthog](https://mikebifulco.com/series/fixing-my-conversion-problem-with-posthog), A 5-part video series about optimizing my newsletter conversion rates.
- [JavaScript Tips](https://mikebifulco.com/series/javascript-tips) Quick tips on JavaScript fundamentals I've found useful over the years.
- [🤖 Dependabot](https://mikebifulco.com/series/dependabot) Posts about automating dependency updates with Dependabot, consistently a top Google Search result for my site.

There's room for improvement, but I'm happy with the feature so far. Let me know your thoughts-and stay tuned for videos about how I built it.

## My writing process

Many people have asked about how I write and publish articles. The short answer: **a single Markdown file + GitHub + automation.**

Each post is a Markdown file committed to my site's GitHub repo and published automatically via Pull Requests. The beauty of this process? _It works for me._ It's simple, distraction-free, and keeps me focused on writing.

I wrote a detailed post about it: [Content creation workflow: my writing process](https://mikebifulco.com/posts/content-creation-workflow-my-writing-process)

Want to see it in action? I wrote that post [during a recent livestream on my YouTube channel](https://www.youtube.com/watch?v=adHRQUONKFo).


Themes Beat Resolutions Every Time

Your turn - what will you double down on?

Behind the Words: Exploring Writing and Process

My Next.js site: Now with 100% more support for Series!


## The Big Idea

Flow state is a mental space where deep focus and creativity come together, allowing you to work more effectively and productively.

---

If you've ever found yourself _so focused_ on a task that you're nearly blind to the world around you, you have very likely experienced _flow state_.

First defined by psychologist Mihaly Csikszentmihalyi, _flow state_ is a state of mind where you're so absorbed in an activity that you lose track of time and external distractions. It's a delicate blend of focus, creativity, and energy that allows you to get lost in your work. ([source](<https://en.wikipedia.org/wiki/Flow_(psychology)>))

Flow state can make you feel _superhuman_. It's a state where focus, motivation, and productivity are at their peak.

If you've felt it, you know what I'm talking about.

## Why flow state is important

Engineering and product design are complex tasks, which are often best done without distraction. When I'm untangling a particularly complex bug or building a new feature, I am far more likely to be successful if I can focus on the task at hand.

For me at least, this doesn't always mean a silent, vacant room. I've found that I can get into a flow state in a busy coffee shop, while walking around the city, or at my desk in the office in the mdidle of a workday

## How I find flow state

Finding your flow state is one of those things where you need to know yourself and your brain a bit. Even for me, it varies a bit day to day: some days I work best from the comfort of my kitchen, or the counter at my local espresso bar, and other days I do best at my desk in the office, with two monitors and a good pair of headphones on.

Regardless of _where_ I am, there are a few things I do to help me get into a flow state:

1. Turn off notifications, and don't look at my phone
2. Close any apps or tabs that might distract me
3. Have a clear, specific task in mind

## Tips for getting in the zone

### Pomodoro is Italian for tomato

<Image
  publicId="newsletters/flow-state-and-getting-things-done/pomodoro"
  alt="A minimalist modern timer"
  caption={<Link href="https://amzn.to/4fmrhX1">Minimalist Modern Timer</Link>}
  href="https://amzn.to/4fmrhX1"
/>

The _pomodoro technique_ is simple: set a timer for 25 minutes, work until it rings, then take a 5-minute break. This method can effectively help you enter a flow state.

I learned this from a teammate at Google, who tracked his productivity with 🍅 emojis - each representing a pomodoro.

(Thanks for the inspiration, [Proppy](https://bsky.app/profile/proppy.bsky.social)!)

Many productivity apps include a pomodoro timer, like Logseq and Raycast. If you prefer a physical metaphor, you might like the [minimalist modern timer](https://amzn.to/4fmrhX1) above, which I recently snapped up for a few bucks on Amazon.

### Be selfish with your calendar

I regularly use Google Calendar's Focus Time feature to block off 90-min blocks of time to get things done. This gives me a guaranteed block of productive time, regardless of which meetings get added to my day. It's something I encourage my teammates to do, and if you've never tried it, I highly recommend it.

### Your phone can help

Whether you use an iPhone or an Android, your phone has support for Focus Modes. These are a great way to block out distractions and get into a flow state. If you haven't tried them before, here's a quick guide for each: [iPhone](https://www.theverge.com/23355242/ios-16-focus-modes-how-to-apple-iphone), [Android](https://www.androidcentral.com/phones/how-to-set-up-focus-mode-in-android-13).

If you're not a fan of focus mode, Do Not Disturb is a very effective cudgel for blocking out distractions.

<Image
  publicId="newsletters/flow-state-and-getting-things-done/background-sounds"
  alt="Background Sounds on an iPhone"
/>

Side note: did you know that iOS has a feature that will [play calming nature sounds](https://support.apple.com/en-us/109346) called _Background Sounds_?

### Communicate your availability

As always, communication is foundational to working with others. Tell your teammates about focus time (make it public on your calendar), let them know you're blocking off time to get work done, and be diligent about following up on messages that you missed during your focus time.

---

## Find focus online

- [🎙️ Cortex](http://cortex.fm/) is a podcast by creators Myke Hurley and GCP Grey, where they discuss and explore their creative process, working lives, and the tools they use to get things done.
- [🦙 Llama Life](https://llamalife.co/) is a todo list app designed with ADHD in mind. It's built by [Marie Ng (@threehourcoffee)](https://bsky.app/profile/threehourcoffee.bsky.social), who has done a tremendoud job of sharing the app's story and development process on Bluesky.
- [Raycast](https://www.raycast.com/) is a powerful productivity app that has an extension store full of slick productivity tools - including a pomodoro timer. Its free tier is extremely generous, and the app is a joy to use.

## Hey though, enjoy the holidays

That's all for me for now, friends - the next _two weeks_ are full of holidays for many of us, so I may not send a newsletter again until January. Please be good to yourself, be good to your people.

If you want to keep up with me in the meantime, track me down on Bluesky [@mikebifulco.com](https://bsky.app/profile/mikebifulco.com).


Get lost in your work: the magic of flow state


## The Big Idea

Reaching milestones is gratifying, but the growth that comes from sharing your work is the real difference maker.

---

## Milestones, Growth & Putting Yourself Out There

This week, 💌 Tiny Improvements hit 1,000 readers!

It's a milestone I couldn't have imagined when I sent my first dispatch to just 21 friends in 2020. The first newsletter went out _months_ after I set up a mailing list, and it was almost 2 full years before I started sending them regularly.

<Image
  publicId="newsletters/lessons-in-growth-from-21-to-1000/stats"
  alt="The very first Tiny Improvements Newsletter, from 2020, went out to just 21 people"
  caption="The very first Tiny Improvements Newsletter, from 2020, went out to just 21 people"
/>

Growth has been uneven - spurts, plateaus, and lots of introspection - but every new dispatch and reader is a reminder of why I started sharing my work.

Here's what this journey has taught me:

1. **It takes guts to start.**
   Sharing your work feels vulnerable at first. My first newsletter sat in drafts for months before I hit send. But once I did, the real growth - for the newsletter and for me - began.

2. **Feedback is fuel.**
   Hearing from readers is always validating, whether it's close friends or strangers. If you've ever hit reply to one of my emails, know that your words mean more than you think.

3. **Writing changes you.**
   This newsletter has made me more thoughtful-about my own work and about the content I consume. I notice lazy clickbait more than ever but also have a deeper appreciation for simple, impactful writing.

One unexpected highlight lately has been Bluesky. It's a refreshingly open and real space right now, and I've been connecting with incredible new people there. (Follow me: [@mikebifulco.com](https://bsky.app/profile/mikebifulco.com)).

---

### Why This Matters

Whether it's an article, video, app, or something else - sharing your work can feel daunting, but it's a great way to grow. Your journey will be different from mine, but every step will be valuable.

If you've been waiting for the “right time” to start, this is your sign: start today.

<Aside>

📢 If you're working on something you're proud of, [hit reply and share it with me](mailto:hello@mikebifulco.com)! I'll give it a signal boost and cheer you on.

</Aside>

### Closing Thoughts

To each of you: thank you for letting me into your inbox. I'll keep writing, learning, and sharing, and I hope you'll do the same.

---

## Some Other Things I've Shared Recently

- [Migrating from next-sitemap to sitemap.ts](https://mikebifulco.com/posts/migrate-from-next-sitemap-to-app-directory-sitemap) I've been starting the process of migrating my personal site from Next's lovable Pages directory to the new App directory. While doing so, I put together a guide on migrating your sitemap, if you're looking to do the same.

- [APIs You Won't Hate: Mr. Bluesky](https://apisyouwonthate.com/newsletter/mr-blue-sky/) the latest newsletter from APIs You Won't Hate is all about Bluesky, and has some great articles about the platform and its API. You can find [APIs You Won't Hate on Bluesky](https://bsky.app/profile/apisyouwonthate.com), too!

- Speaking of lumpy growth and uneven solutions - I recently published a video series on [using Posthog to improve conversation rates](https://www.youtube.com/watch?v=4nWcB1a8M1s&list=PLhd5wwaTOKLuI6UNjGpBnPKxWiUW4iBhg) for 💌 Tiny Improvements signups. It was a fun experiment, and results were mixed! All part of the journey.

---

## Where I've been learning

- 📕 [Good Services](https://hardcover.app/books/good-services) by _Lou Downe_ - as recommended by my friend and colleague Niki, Good services is all about building services businesses, looking after customers and employees, and building systems that benefit both.

- 📗 [Supercommunicators](https://hardcover.app/books/supercommunicators) by _Charles Duhigg_ - This was a great lead in the run up to the election - coming to a better understanding of how great communicators listen to people and make connections. If you have challenging relationships at work, with family members, neighbors, or friends, this book has the capacity to be transformative.

- 🎙️ [Getting Ready to Interview Trump - an exercise](https://www.youtube.com/watch?v=gx7IDERbRWk) is the latest episode of the podcast _Question Everything_ from Brian Reed, who you may know from podcasts like _S-Town_ and _The Trojan Horse Affair_. Question Everything is an ongoing analysis and inspection of Journalism's role in society. Each episode so far is well-worth a listen.


From 21 to 1000 - Lessons in Growth

Milestones, Growth & Putting Yourself Out There


## The Big Idea

When faced with complex challenges, the most productive people I know return to first principles - fundamental truths they can build from.

## Back to Basics

When was the last time you fully renovated the way you solve problems, from the ground up?

I've noticed something fascinating about highly productive people: when faced with complex and new problems, they don't add more complexity - they subtract it. They return to fundamental truths and build up from there.

This approach, known as first principles thinking, isn't just for philosophers or engineers. It's a useful tactic for anyone facing a new problem, and can be particularly helpful for founders who are trying to navigate a new market.

### What are First Principles?

First principles are the fundamental truths that can't be broken down further. They're the building blocks we use to understand everything else. For example:

- _Time is irreversible_, and moves from past to the present
- _Do no harm_, a core principle of medicine to minimize risk and negative outcomes
- _Occam's Razor_, the principle that suggests the simplest explanation is often the best
- _Least Effort_, your end users will always try to find the path of least resistance

## Why This Matters for Product Development

This is a powerful tool for product development. If you're evaluating a new market or product idea, you can use first principles to understand the core principles that have driven the current state of the market, and identify gaps that you can fill.

### A concrete example: how first principles led to ride sharing

Let's look at how first principles thinking revolutionized urban transportation. Instead of trying to improve taxis, entrepreneurs asked: "What is the fundamental purpose of urban transportation?"

The core principles they identified were:

- People need to get from point A to point B reliably
- Both drivers and passengers want to maximize their time and money
- Trust and safety are essential for both parties
- Supply should match demand efficiently

Traditional taxis failed to optimize for these principles:

1. Supply/demand mismatch: empty taxis circled busy areas while other neighborhoods had none
2. Pricing opacity: meters created uncertainty and anxiety for passengers
3. Trust gap: anonymous interactions left both drivers and passengers vulnerable
4. Artificial scarcity: medallion systems limited supply without improving service

Ride sharing services built solutions directly from these principles:

1. Dynamic matching: GPS and algorithms connect nearby drivers to passengers
2. Transparent pricing: upfront fares let everyone make informed decisions
3. Two-way accountability: ratings and digital records create trust
4. Market-driven supply: flexible driver enrollment helps match real demand

This is first principles in action: instead of accepting "this is how taxis work," rideshare services stripped away assumptions and rebuilt from the core principles of the problem space.

## Roll Your Own: the first principles framework

This sort of process can be applied to just about anything, from product development to team dynamics to your basic beliefs. Here's a simple framework to get you started:

1. **Define the Problem** - Write down what's wrong or what you want to improve. Be specific.

2. **Identify Core Principles** - Think about the fundamental truths or rules related to the problem. (Examples: "Keep it simple," "Focus on what users need," "Test before scaling.")

3. **Break the Problem into Pieces** - Divide the problem into smaller parts. Work on one part at a time.

4. **Brainstorm Solutions for Each Piece** - For each part, think of ways to solve it while sticking to your core principles.

5. **Choose the Simplest, Most Aligned Solution** - Pick the solution that's easiest to implement and most consistent with your principles.
   Pick the solution that's easiest to implement and most consistent with your principles.

6. **Test the Solution** - Try it out! Check if it works as intended and solves the problem.

7. **Refine** - Make adjustments if needed. Stay true to the principles as you tweak things.

---

## Applied Principles Thinking

Mathematicians and physicists are skilled at applying first principles thinking to complex problems. They start with fundamental truths, and build up from there. The best educators among them are able to explain these truths in a way that's easy to understand and apply.

Not sure what I mean? You might dig these examples:

[Equally Sharing a Cake Between Thee People](https://www.youtube.com/watch?v=kaMKInkV7Vs) from numberphile

[Supervised Learning: Crash Course AI](https://www.youtube.com/watch?v=4qVRBYAdLAo) from Crash Course

## More on building from first principles

If you're interested in how these principles can be applied to team dynamics, check out my thoughts on [building happier teams](/newsletter/simple-habits-for-a-happier-team) and [measuring what matters](/newsletter/build-measure-listen-rebuild).

I've also written about how [building in public](/newsletter/building-in-public) and [setting meaningful goals](/newsletter/fitts-law-and-the-beauty-of-big-goals) can help you stay accountable to your principles.

---

## Your Turn

What are your first principles? What fundamental truths guide your work? Who are your favorite first principles thinkers? Hit reply and let me know - I read every response, and I'd love to hear your thoughts.

Be excellent to each other,

Mike


First Principles: Your Framework for Clarity

A concrete example: how first principles led to ride sharing

Roll Your Own: the first principles framework


## The Big Idea

Sometimes, being mad is the best way to start something new.

## Stay mad

I was walking home the other night, feeling lucky. I have a great job, a short walk home, and live in a city built for walking and biking. It was a rare moment recently where I wasn't just angry, anxious, or sad about the world.

I'm mad about the state of politics in the US. A lot of people voted for someone who thinks they're above the law. But in that moment of reflection, I realized I'm lucky to be mad. I have the freedom to feel this frustration - unlike so many others who can't afford it or fear consequences if they speak up.

That feeling reminded me of starting Craftwork. My cofounders, Tim and Suzanne, were fed up with the frustrating process of hiring painters. Their anger sparked an idea, and they built a solution.

The truth is, sometimes being mad is exactly what you need to create change. So many companies were born from frustration - Airbnb, Uber, Slack, Resend - because something just wasn't good enough. Anger, when channeled right, can be a powerful force.

If you're looking for a product idea or a business to start, try asking yourself: What makes you mad?

Get mad about it, and go fix it.

Fix it for good.

---

## Creators to learn from

[Chris Biscardi](https://bsky.app/profile/chrisbiscardi.bsky.social) is a Rust developer and community builder who has been helping devs learn to build with Rust for _years_. He has a great course called [Rust Adventure](https://www.rustadventure.dev/) as well as a _very_ active YouTube channel where he shows how to [build games with Rust](https://www.youtube.com/@chrisbiscardi/videos).

[Makari Espe](https://www.youtube.com/@makariespe) is a Youtuber who makes videos about self improvement. Her videos are a thoughtful and candid exploration of her personal growth and learning. Recent creations include an exploration of curing her anxious morning routine, getting into road cycling, and taking solo camping trips. They're relaxing and inspiring all at once.

---

## Catch up with me on Bluesky

Bluesky is a decentralized social network whose success is largely due to frustration: Twitter's hostile takeover and toothless leadership left many people looking for a new home.

If you haven't had a chance to check out Bluesky recently, it's a great time to start. There has been a _massive_ migration of people moving from Twitter to Bluesky; the tech community is absolutely humming with activity lately. The past few weeks have felt like reconnecting with old friends, and a huge surge in finding new people to follow - it's a great time to start.

You can find me on Bluesky at [@mikebifulco.com](https://bsky.app/profile/mikebifulco.com).

You may also like _Starter Packs_, a feature of Bluesky that lets you follow lists of people curated by others. Here's few packs that you might enjoy:

- [APIs You Won't Hate](https://go.bsky.app/MZhCTN2)
- [Y Combinator Founders](https://go.bsky.app/BNkzSpM)
- [Founders & Makers](https://go.bsky.app/2q9kn63)
- [Ruby & Rails](https://go.bsky.app/HD2Ty2o)
- [DevRel](https://go.bsky.app/HD2Ty2o)


Mad? Use It to Start Something Big


## The big idea

In the early days of building a product, focus on building strong connections with small group of people to solicit meaningful feedback and drive network effect growth.

## Your product's success relies on trust

When building something new, it's natural to set your sights on hitting massive growth numbers.

[Dunbar's Number](https://en.wikipedia.org/wiki/Dunbar%27s_number) suggests that sustainable growth starts smaller than you might think - with a close-knit, trusted network. This social theory, from British anthropologist Robin Dunbar, suggests that we can maintain stable social relationships with around 150 people at most.

But within that 150, there's almost always a much smaller core audience that truly drive connection, influence, and impact.

In the early stages of building a product or service, these core people are your foundation. They're the first to test, trust, and tell others about what you're doing. Nurturing this group can create a network effect that sets you up for growth.

<SponsoredSection
  imagePublicId="sponsors/posthog/product-for-engineers"
  sponsorName="PostHog"
  CTAtext="Subscribe for free"
  href="https://newsletter.posthog.com/"
>

**Flex your product muscle**<br />
Product for Engineers is a newsletter on building great products, the best practices of top startups, and lessons learned by PostHog.

</SponsoredSection>

## What it means for your product

Most people talk about Dunbar's number in terms of 150, but the power lies in close-knit groups of 50. These 50 people are your advocates, your early adopters, your most vocal supporters. For product builders, focusing here first creates a foundation that grows beyond one-time use or sporadic engagement.

<Image
  publicId="newsletters/dunbars-number-and-network-effect/dunbar-illustrated"
  alt="Dunbar's number"
/>

1. **Quality over quantity**: Building a strong network starts with a core group of advocates. These 50 people are your most engaged users, the ones who will spread the word and bring others in.
2. **Network effect**: When you focus on building a strong core group, you create a network effect that drives growth. These advocates bring in others who trust their recommendations, creating a ripple effect.
3. **Sustainable growth**: By nurturing your core 50, you create a foundation for sustainable growth. These advocates will stick with you through changes and challenges, helping you build a strong, resilient network.

My advice is to _build with your core 50 in mind_. Focus on creating a product that meets their needs, listens to their feedback, and adapts to their preferences. By doing so, you'll create a network that grows naturally, sustainably, and with trust at its core.

This is why many startups begin with a _friends and family_ launch. It's a great way to get blunt feedback from people who _care_ about you and your success, and who can be trusted to give you honest feedback.

---

### Applied science of Dunbar's Number: Gore Industries

Gore, the company that makes of GORE-TEX, applies Dunbar's number by limiting the size of its factories. When a team hits 150 people, they spin off a new group. Each group operates independently with its own R&D, production, and sales teams. This approach keeps teams close-knit, engaged, and highly collaborative-key to their success.

### Building on the Network Effect

Nurture Your Core 50: Focus on building meaningful relationships with your first 50 users. They are the heart of your network, and their enthusiasm will drive momentum. Treat their feedback like gold, and respond to their needs directly.
Create a Product of Substance: Deliver on your promises to these early adopters, listen actively, and adapt. A strong, attentive foundation encourages your core group to bring others in naturally.

---

## Now, go do the thing

**For your product:** Build with compassion and responsiveness. Turn your initial 50 users into advocates so they bring their own circle along.

**It's Election Day:** Influence your Dunbar network. Encourage the people you know best to vote today - your voice has power, especially in small circles.

---


Dunbar's number: focusing on your core supporters for network effect growth

Applied science of Dunbar's Number: Gore Industries


## The big idea

Voting isn't just about one issue or one stance - each vote is an opportunity to think broadly about what kind of world we want to build. So, vote with all your values in mind - not just one.

## Bring the Founder Mindset to the Polls

As founders, builders, and creators, we're constantly thinking about shaping the future - taking small steps each day to improve products, create solutions, and make lives better. The vision driving us is one of progress, not just for the next quarter but for the long term.

During election season, many people tend to lose sight of the bigger picture and lessons of even the recent past, often getting caught up in the emotions of the moment.

To me, it feels like a short- to medium-term memory loss, where we forget past choices and their consequences. I know a good number of people who sat out the 2016 election or voted for a third party to _send a message_ - which, well -- we all know how that turned out.

In the tech world, organizations have backed candidates based on single issues, focusing on a narrow benefit while sidestepping the bigger risks to innovation, freedom, and inclusion. That kind of trade-off may feel gratifying in the moment, but it can end up limiting the very world we're working so hard to build.

<Image
  publicId="newsletters/voting-and-the-founder-mindset/stand-with-crypto"
  alt="Stand With Crypto"
  caption="Stand with Crypto, an advocacy organization backed by Coinbase, wants you to vote for a convicted felon because... bitcoin is neat?"
/>

### Beyond the Trade-Offs

Voting thoughtfully means thinking like a founder: weighing short-term gains against long-term consequences. It's about balancing immediate benefits with the impact on society, rights, and industries in the years to come. A single-issue endorsement may deliver short-term support for one area, but it's rarely worth compromising on the rest of what we value.

### Vote for the World You're Building

The best companies, and the best leaders, look beyond the next quarter, just as the best voters look beyond a single issue. So this election, think beyond one policy and consider how each candidate's values and actions align with the future you want to help create.

## Most importantly: Vote

If you're elligible to vote in this election, the moral and ethical imperative is to vote. It's shaping up to be a close race, and your voice is more likely than ever to make a difference.

You're not reading this newsletter because you're an apathetic person. You're reading this newsletter because of the active role you've taken in your life, and because you care about the future. So go out there and make your voice heard.

✌🏾

---

## Resources for staying informed on elections

### An interview with Mo Green

A special shout out this week: North Carolina's election for State Superintendent of Schools has gotten a ton of attention, and for good reason. Shortly after this newsletter goes out, an in-depth [interview with Democratic candidate Mo Green](https://www.youtube.com/watch?v=zN1mCjkpU-c) will be featured on the Primary Focus YouTube channel.

<Image
  publicId="newsletters/voting-and-the-founder-mindset/primary-focus-mo-green"
  alt="Primary Focus interview with Mo Green thumbnail"
/>

I'm _super duper_ biased here: not only is Mo Green a great candidate (and _the only_ serious candidate in the race), but Primary Focus is run by my favorite person in the world - who I'm lucky enough to be married to. Give the video a watch, and slap the subscribe button while you're at it.

## Check your registration status and find your polling place

If you're in the US, make a plan to vote: [vote.org](https://www.vote.org/) is a tremendous resource. You can see your registration status, find your polling place, and even see a sample ballot.

## A primer on the US election system from CGP Grey

🎥 The US Election system is... frustrating, but it's the system we've got. YouTuber CGP Grey has an incredible [video series on voting](https://www.youtube.com/playlist?list=PLqs5ohhass_RN57KWlJKLOc5xdD9_ktRg), which is worth a watch over your lunch break. Here's a teaser: as a result of the way our elections work, it's a mathematical inevitability that we'll end up with a two-party system. However -- there are already _some_ jurisdictions where this is changing!

---

That's it for me this week - I'll be back to sharing more direct wisdom about building products in the weeks to come, but rest assured: this election _is_ a big damned deal.

I wouldn't be writing this newsletter if I didn't think you had the capacity to make a difference. So go out there and vote.


Get out and F*cking Vote

Resources for staying informed on elections

Check your registration status and find your polling place

A primer on the US election system from CGP Grey


## The big idea

Using first principles in UX will make your product more intuitive and more enjoyable for your customers, while making your job easier.

## First Principles

If you're not familiar with the term, **First Principles** are a way of thinking about a topic by breaking it down into its most basic, fundamental elements.

Instead of reling on assumptions, first principles encourage you to rebuild from the ground up, focusing on what is well known, true and fundamental.

Using First Principles in design should give you a set of rules that can help you make better decisions about how to build your product. Let's look at a few examples:

### 1. Everything on screen should have an obvious function

When people interact with your UI, they shouldn't have to guess how it works. An obvious interface means every button, icon, and element should look and feel like it belongs -- and functions in a way that's consistent with what people expect.

<Image
  publicId="newsletters/first-principles-for-ux-design/button-vs-toggle"
  alt="Button vs Toggle mock-up comparison"
/>

For example, if a setting can be toggled on or off, it can be tempting to render a button that shows two states - from a developer's perspective, it's easier to code, but the result can be confusing for the people using your product.

Instead, use a toggle switch to instantly communicate what the function is.

Small details add up to a more intuitive experience - does the mouse cursor change to a pointer when hovering over a button? Is there a visual difference between a clickable element and a non-clickable one? These small details can make a big difference in usability.

You're taking advantage of things we are already used to: toggle switches switch between states, and seeing a pointer when hovering over something indicates it can be clicked.

### 2. Your interface should be consistent

Once you've nailed down the patterns for individual bits of UI, they should be used consistently throughout your app.

If you're building features that your customers will use, you should build them with the same attention to detail as the rest of your app. I leave some room in my heart for easing up on superuser features that will never end up in the hands of a paying customer, but even that can be a slippery slope.

So - take the time and get your UI primitives working well, and use them consistently throughout your app. Heck, do yourself a favor and take advantage of a component library like [Shadcn](https://ui.shadcn.com/).

### 3. Your customers are already trained

People [spend more time in other apps than in yours](https://mikebifulco.com/newsletter/jakobs-law-design-ux). It's a reality that sounds depressing, but is actually good news for you. Your customers have been trained by _thousands_ of other apps and websites - they expect certain patterns and conventions when they're getting things done.

They know what an inbox looks like, and a calendar, and a search bar, and a settings page. People come with built-in expectations for credit card fields and push notifications and date pickers. Use these things to your benefit - don't reinvent the wheel where you don't have to.

---

## More reading on first principles

You don't need to listen to me (ever) - but you should at least _consider_ learning from people smarter than me:

### Thinking with Type

When I was studying Human-Computer Interaction in grad school, I read [Thinking with Type](https://www.amazon.com/Thinking-Type-Critical-Designers-Students-dp-1797226827/dp/1797226827) as part of a course I took on cognition. The professor who taught the course use to repeat the phrase "Words have meaning" often. He had a habit of showing us examples of how people's expectations for how things should work are shaped by the types of experiences they've had in other places. Words have meaning, and the _way we present words_ carries more meaning than you might think.

### Dan Mall on Design Systems

Dan Mall is a designer who has written a lot about design systems. He's got a great primer video on his YouTube channel - [What is a design system?](https://www.youtube.com/watch?v=hMSSg-pA9lk) is worth a watch for nailing down some first principles goodness.

---

## Hey though, go vote

We're less than a month from The U.S. presidential election. If you're one of my American pals, please go vote. If you're not, please consider reaching out to someone you know who is and asking them to vote.

You're going to be bombarded with ads for the next month - it's easy to get cynical and tune it out. Please don't. Your vote is too important.

Need to look up your polling place, or see who is on your ballot? I got you -> [vote.org](https://vote.org/) is a great resource.


First principles for UX design

1. Everything on screen should have an obvious function


## Communication is everything

Many products stumble, or fail to take off because builders don't incorporate feedback, missing the mark on real user needs. If your success depends on real people paying for it, you need to listen to them, to make sure your product resonates and delivers value. This doesn't mean blindly following every request, instead you need to interpret it through the lens of your product vision to make meaningful change.

If you haven't done this before, it can be intimidating to start. Here's a few tips to get you started:

### User Interviews

User interviews are a powerful tool for collecting in-depth insights into the needs and behaviors of the real people who are either using your product, or who you think might be part of your target demographic. These are real conversations with real people, and they require you to take the time to talk to them. One of the most important things taught at Y Combinator is that not enough founders talk to users _before_ starting to build products.

The best user interviews are conducted with open-ended, inquisitive questions. The aim is to explore peoples' perspectives, without leading them to a specific answer. A common pitfall is to be too focused on the result you want to hear, instead of truly understanding the peoples's perspective.

Good user interviews, especially early ones, can have meaningful and significant effects on the early direction of your product. The goal is not to have one or two interviews, but to talk to as many people as you can, until you have a good understanding of the landscape.

### Open channels for feedback

There are countless ways to collect feedback from people while they are using your apps. Surveys, contact forms, and feature suggestion tools give customers a way to share their desires, problems, and feature requests proactively. You've heard me talk about this before - I've had success using everything from a simple email address to surveys with [PostHog](https://posthog.com/mikebifulco). Other channels, such as chat interface tools like Intercom and Drift can also be incredibly effective for real-time feedback and support.

The real magic here lies in human connection - people will trust you more and become more attached to the product you're building when they feel like they're being heard. In the early days, it's the best way to turn casual users into loyal advocates who not only provide feedback, but actively promote your product.

### Telemetry

Telemetry is an unobtrusive way to collect data on how users interact with the features of your product. By measuring user actions and behaviors, you can identify patterns, detect frustration and issues, and make informed decisions on how to improve the product. Telemetry doesn't need to be creepy; it can be done anonymously, providing valuable feedback without compromising user privacy.

This way, you can gain insights and improve your product while respecting boundaries.

Telemetry can be used to monitor the success of new features, system performance, and proactively address bugs before customers churn.

## Don't forget about the vision

Every product founder should build with a believe in the vision that sparked their journey. It's this vision that should guide you through the feedback you're getting, ensuring that you remain true to your long term goals, and delivers a product that is truly useful, even if it evolves over time.

As you gather feedback through user interviews, feedback channels, and telemetry, it's easy to get lost in the sauce. It's important to remember that feedback is a tool, and not a rulebook. By interpreting requests through the lens of your product vision, you ensure that changes align with the long term goals of your product, and deliver features are both useful and valuable to your customers.

---

## Some more resources for listening

Don't take my word for it - here are some great resources for getting better at listening:

### Supercommunicators

People are complex. Every conversation you have with someone is the product of many factors in their life (and yours). In [Supercommunicators](https://hardcover.app/books/supercommunicators), author Charles Duhigg goes deep on the psychology and science of great communication, and how to truly listen to those around you. After a close friend recommended it to me (s/o to Tom!),I've found myself going deep on this one.

_Side note: I keep a list of books I've read on a service called Hardcover - if you dig this one, you'll appreciate my [Product Design reading list](https://hardcover.app/@irreverentmike/lists/product-design-community-building-and-go-to-market_).

### UX Design courses from Gymnasium

My pals over at Gymnasium are always hard at work curating great learning materials for designers. Their [UX Design curriculum](https://thegymnasium.com/ux-design) is _free,_ and has helped thousands of designers sharpen their skills. If you're building a product, you're a designer - you won't regret giving this a look.

--

## Go vote

For my 🇺🇸 American pals, _please_ double check your voter registration, and make a plan to vote this November. This may be the most important election of your lifetime - and the privilege of voting is one that shouldn't be taken for granted.

My favorite voter resource is [Vote.org](https://vote.org/). You can check your registration status, register to vote, see what's on your ballot, and make a plan to vote, all in one place. If you're already on top of it, do me a favor and check in with your friends to make sure they're getting out there and voting too.


Don't just listen. Interpret feedback wisely.


Tech nerds can't resist the _big reveal_. Blame it on mega-corporations like Apple that glamorize product launch events. But for most of us, the big reveal is a dangerous myth.

Sure, who doesn't dream of a Steve Jobs moment? Unveiling a game-changing product to the world is a seductive fantasy, but for 99% of us, it's a losing bet. When we work in secret, we miss out on the most valuable part of the process: feedback.

<SponsoredSection
  imagePublicId="sponsors/posthog/product-for-engineers"
  sponsorName="PostHog"
  CTAtext="Subscribe for free"
  href="https://newsletter.posthog.com/"
>

### Flex your product muscle

Product for Engineers is a newsletter on building great products, the best practices of top startups, and lessons learned by PostHog.

</SponsoredSection>

## Why the Big Reveal Falls Flat

The grand unveiling can often backfire. The truth is, a successful launch depends on much more than secrecy. It requires real-world feedback, adaptation, and a deep understanding of your audience's needs.

In my years building products, I've seen too many projects miss the mark because they held back until it was "perfect." Here's why that doesn't work:

1. **Audience of One**: Designing without input means building a product that only fits your vision - not your customers' needs.
2. **Perfection Paralysis**: Chasing perfection often leads to endless revisions and a product that's never finished.
3. **Out of Touch**: Without feedback, your product becomes a solution searching for a problem.
4. **Crickets at Launch**: When no one knows about your work, no one's waiting for the reveal.
5. **Echo Chamber Effect**: Without external voices, you risk becoming too invested in your own ideas and losing touch with reality.

## Why the Big Reveal Hurts Your Team

The big reveal doesn't just create problems for the product - it also disrupts your team. When people work in isolation and wait until something is "done" before sharing, they end up dumping a massive document or feature on their teammates with little context. This approach blindsides the team, creating confusion and misalignment.

Crowdsourcing feedback from peers along the way is a much better strategy. By sharing progress early, you keep everyone in the loop, build a sense of ownership across the team, and avoid surprises. Plus, it opens up the opportunity for valuable input that can course-correct mistakes before they become deeply ingrained in the project.

### Why this matters

- **Prevent Silos**: Sharing early keeps everyone informed and helps avoid working in isolation.
- Get **Stronger Team Buy-in**: When teammates are involved throughout the process, they're more invested and engaged.
- **Better Outcomes**: Crowdsourcing ideas and feedback from teammates improves the final product, as you benefit from a diverse set of perspectives.

## Embrace Transparency

The better strategy is openness. By sharing your progress, process, and even mistakes, you invite feedback and foster connections. This transparency helps keep your work grounded, adaptive, and aligned with market needs.

In fact, incremental transparency is not just better - it's essential. Here's why:

- **Feedback Loop**: Regular updates mean you can adapt and pivot when necessary.
- **Audience Investment**: Involving people early builds community and anticipation.
- **Faster Iterations**: You can make smaller, faster improvements rather than obsessing over a grand reveal.

## The Power of Public Failures

Being wrong in public is uncomfortable - but it's also incredibly powerful. Admitting mistakes invites feedback and accelerates learning. It fosters a culture of humility and adaptability, and helps you build better products, faster.

## The Bottom Line

The big reveal is a relic. Successful products today are built through transparency, iteration, and collaboration. By opening up your process, you not only avoid the pitfalls of secrecy but build better relationships with your users.

## Do this instead

Don't keep your work a secret. Share your progress early and often. Your users will thank you - and so will your product.

---

## Here's some links I've been keeping from you:

Or rather, I _could_ have kept these to myself, but where's the fun in that? Here's some cool stuff I've been enjoying lately:

### Product Analytics with PostHog: my A/B test results are in!

<YouTube youTubeId="GLcmKT55Z0Q" />

The latest video in my series on [Product Analytics with PostHog](https://www.youtube.com/watch?v=GLcmKT55Z0Q) is live! The journey started with a broken subscription form, and has come full circle in this video where I share the results of my A/B test - and what I learned from it. I hope you enjoy it!

### Working in Public

Author Nagia Eghbal's book [Working in Public](https://press.stripe.com/working-in-public) is all about working with transparency - and although it focuses on open-source software, the principles apply to all product development.

### Label _Everything_

I _love_ learning from people who have turned the dial up to 11 on a passion. YouTuber David Malawey produced a [24 minute video on his system of labeling _everything_](https://www.youtube.com/watch?v=B1QqAZeEfes) in his life. It's an extreme take, based on the Japanese concept of _5S_, but it's fascinating to see how far you can take a simple idea.

He makes a strong case for real ROI from labeling _everything_ - and although I don't think you need to go _quite_ as far as he does, I think we call can benefit from applying some of his principles.


Nobody Wants a Big Reveal: Why Keeping Secrets Hurts Your Work

Here's some links I've been keeping from you:

Product Analytics with PostHog: my A/B test results are in!


# Contrast Elevates Perception

We often think the quality of our work speaks for itself, but in reality, _perception_ often plays an even bigger role.

The <dfn>contrast effect</dfn> shows how **presenting options in a particular way can dramatically change how they're viewed** - even more than the options themselves.

Here's why this matters for designers, developers, and product builders:

## Brand Perception is Reality

At [Craftwork](https://craftwork.com?utm_source=mikebifulco-com), we work hard to provide a seamless, well-branded experience for getting your home painted - in an industry where the bar for customer service is pretty low.

Cynically speaking, the _end result_ for our customers is essentially the same as what all of our competitors offer: a freshly painted home.

However, we have spent _countless_ hours refining the experience our customers have. From the moment they get in touch with us to the final brush stroke, we've designed every touchpoint to be as thoughtful, modern, and smooth as possible.

<Image
  publicId="newsletters/contrast-effect-cognitive-psychology/craftwork"
  alt="Craftwork"
/>

Because we've built our service with customer journey in mind, our customers _feel_ the difference when comparing our offering to other companies in their neighborhood. If you've ever tried to get a quote from a home services company, you know how frustrating the process can be.

We've worked hard to make it feel _just like it should_ - easy, transparent, and professional.

The end result? Pure magic. Our customer reviews talk about how easy it is to work with us, how professional our team was, and how much they love the final product.

The contrast between our service and _the usual experience_ is stark, and it's all because of the experience we've built.

## Job-seekers need to stand out

The Contrast Effect is also an invaluable tool for people who are struggling to stand out in the job market.

<Image
  publicId="newsletters/contrast-effect-cognitive-psychology/job-hunt"
  alt="Threads post about a developer who applied to 961 jobs without landing a gig"
  caption="The job market is extremely challenging for developers, even those with impressive resumes."
/>

I've seen developers with resumes boasting experience at top companies like Google or Facebook, yet they struggle to get hired.

So, what ultimately helps people with their job hunt?

Adding **personality** to their resume, to stand out from the rest of the stack - everything from thoughtful design elements to memorable facts about themselves to a mission-driven portfolio of personal projects.

You'd be _shocked_ how many incredible resumes sound _identical_ to one another. By adding a little contrast, these developers were able to stand out in a sea of sameness.

This contrast from the usual templates makes their applications pop, even though their qualifications were already impressive. It's a perfect example of how [a little design can make all the difference](https://mikebifulco.com/newsletter/your-resume-sucks).

## Pricing and Product Design

Another powerful use of the contrast effect is something you see all the time for SaaS products: pricing tables.

<Image
  publicId="newsletters/contrast-effect-cognitive-psychology/pricing-table"
  alt="Pricing table for a SaaS product"
/>

This design effectively compares three pricing options - causing the middle one to be seen as a _reasonable_ choice. This happens because it's strategically positioned between a high-end, feature-rich plan and a low-cost, bare-bones option.

Going a step further, [Comparing monthly and yearly plans](https://mikebifulco.com/newsletter/use-annual-pricing-build-loyalty) can enhance this effect. Highlighting clear savings on the yearly option encourages users to choose the plan you're aiming for. The psychology of pricing is an art in itself.

---

## More on cognitive psychology

- For more on how subtle design choices can shape perception, check out my article on ["Wabi-Sabi - Embracing Imperfection for Tech Teams"](https://mikebifulco.com/newsletter/tech-product-growth-wabi-sabi), where I talk about the power of accepting imperfections in tech.

- ["Why Liquid Death's Branding Is Murderously Effective"](https://mikebifulco.com/newsletter/naming-your-product-kiki-bouba) for a some thoughts on branding and design

- If you're interested in how design decisions affect interaction, my piece on ["The Math Behind Why Cafes Should Have Round Tables"](https://mikebifulco.com/newsletter/design-decisions-cafe-tables) explores how physical design can change experiences.

Ultimately, the way something is presented often matters as much as the thing itself. Whether you're building a product, presenting yourself to employers, or structuring pricing for customers, _contrast_ can turn a good experience into a great one.

## What are you working on?

I'd love to hear about your projects and how you're using design to elevate your work. Hit reply and let me know what you're building! I read and reply to every response - and I can't wait to hear from you.


💌 Tiny Improvements

Read past dispatches