Andrew Wilkinson

Principles are our summary of their public statements.

• Prioritize Real Friends Over Deal Friends

  Life

  Focus on people who care about your inner world and would help you in a crisis, rather than those seeking investments or introductions.

  3 more supporting quotes are in the member records.

  Source Are you guys hanging out without me?, 2026  (opens in a new tab)

• Avoid Committee-Based Buyers

  Negotiation

  Run from buyers who require multiple layers of approval, as this increases the risk of the deal falling through.

  3 more supporting quotes are in the member records.

  Source Start With The Buyer, 2026  (opens in a new tab)

• Seek Low Competition and Complexity

  Competition

  Look for unglamorous businesses with high needs and few smart competitors, like local service businesses, to increase the odds of success.

  Supporting quotes

  • “If you're starting your first business, don't try to deadlift 300 pounds. Start with the baby weights.”

  2 more supporting quotes are in the member records.

• Separate intentions from impact

  Mindset

  Understand that while you judge yourself by your intentions, the world judges you by your actual behavior and its impact.

  2 more supporting quotes are in the member records.

  Source What Do People Say Behind Your Back, 2026  (opens in a new tab)

• Ban unsolicited advice

  Management

  In peer groups, focus on sharing experiences rather than giving prescriptive advice unless it is specifically requested.

  2 more supporting quotes are in the member records.

  Source What Do People Say Behind Your Back, 2026  (opens in a new tab)

• Avoid the Sunk Cost of Commitments

  Decisions

  Do not feel obligated to fulfill past commitments that no longer align with current priorities or well-being.

  2 more supporting quotes are in the member records.

  Source Letting People Down, 2025  (opens in a new tab)

• Prioritize Authenticity Over Pleasing

  Mindset

  Accept that being disliked by some is a necessary trade-off for living a life that is not miserable or inauthentic.

  2 more supporting quotes are in the member records.

  Source Letting People Down, 2025  (opens in a new tab)

• Leverage Hyperfocus and Delegation

  Leadership

  Focus intensely on high-interest areas while delegating administrative or repetitive details that are difficult for a non-linear mind to manage.

  Supporting quotes

  • “The very traits that make traditional jobs challenging become superpowers in entrepreneurship: a tendency to see the big picture while delegating details, the ability to hyperfocus intensely on whatever interests us, a knack for building systems to compensate for our weaknesses.”

  2 more supporting quotes are in the member records.

• Reframe Challenges as Contextual Advantages

  Mindset

  Recognize that traits seen as disadvantages in structured environments can be assets in high-uncertainty fields like entrepreneurship.

  Supporting quotes

  • “The very traits that make traditional jobs challenging become superpowers in entrepreneurship: a tendency to see the big picture while delegating details, the ability to hyperfocus intensely on whatever interests us, a knack for building systems to compensate for our weaknesses.”

  2 more supporting quotes are in the member records.

• Prioritize High Trust Relationships

  Negotiation

  Focus on win-win outcomes and work with people who can be trusted without needing exhaustive legal contracts.

  Source Oh To Be 86 Again, 2025  (opens in a new tab)

• Prioritize preventative testing

  Decisions

  Invest in testing and data to uncover hidden problems that are easy to fix but have compounding negative effects over time.

  Supporting quotes

  • “I had no clue about either of these issues, and I'm someone who actually pays attention to this stuff. Both were quick fixes and resolved within a few weeks.”

  1 more supporting quote is in the member records.

• Avoid False Muscle Memory

  Mindset

  Do not let a single failed attempt at a new business function lead to a permanent belief that the task is impossible.

  2 more supporting quotes are in the member records.

  Source Getting Zapped, 2015  (opens in a new tab)

• Choose Customers Over Investors

  Strategy

  Focus on building a business that answers to the needs of customers rather than the growth demands of venture capitalists. This allows for long-term stability and personal freedom.

  3 more supporting quotes are in the member records.

  Source Unicorns Vs Horses, 2015  (opens in a new tab)

• Own the Noun

  Brand

  Build a brand that becomes synonymous with the product category so customers search for your name rather than a generic term.

  3 more supporting quotes are in the member records.

  Source Own The Noun, 2026  (opens in a new tab)