Why Jeff Bezos Day 1 advice is not for you, Yet!

“For us at Amazon, It is always Day 1!” The crowd in the amphitheatre-shaped conference room roared in applause as Jeff Bezos waved and walked off the podium to his seat. Since then, startup founders all over the world have taken to this mantra, turned it into their closing tweet in every thread, last line in every medium publication, final words in an interview or just whistling the tuneless words as they design their pitch decks for the next demo day. I have been around long enough to know that mantras like these are from places of deep reflection by the people who started them. Bezos is not the first to have a Silicon Valley crazy mantra. Apple’s Jobs famously used his “One last thing” to dazzle the world at the unveiling of the first iPhone. It was so effective that for the next decade, it was the hottest phrase in the valley and was exported to the extended ends of the valley all over the world. However, when you listen to these kings on tech Olympus talk about “why” these phrases are important to them and their company at the time it was used, you’ll find deep insights about the overall vision of the company, the leadership and management philosophy that is piloting their ship and the creed by which all members of their cult (read company) must abide by for cohesion, all summed up in one phrase. I’m particularly interested in the current top of the billboard chart of phrases, “Everyday is day 1”. Should your startup adopt this phrase??

First, what is Day 1 and why is it so important? It is important not to confuse Day 1 as used in this phrase with launch day. There are literal similarities but symbolic differences. Launch day is the first time you release your product to the market. Usually, only the tiniest possible number of people will hear about you, or see you. Day 1 represents the first time customers know who you are, what you do and how you can help them. This is continuous as long as you are in business. Usually, like a groom going to his in-laws for the first time, you have to be nice, all smiles, practice your lines especially if the bride’s father and three brothers are top military men (I think you get the picture). It must be a pleasant experience, because, make no mistake, the marketplace is hostile. Customers are not your friend. They are looking to scratch an itch, if you don’t do it well enough, they will ditch you and you will close shop. Fundamentally, Day 1 must be a perfect day. At the heart of it, Day 1 is a symbol and reference to customer satisfaction. However, if there is a Day 1, then there must be Day 0. This write up is about Day 0.?

Typically, there is an idea. Someone wants to change the world. That's not when to start counting. The day you take your first step to working on that idea is when you start counting. Day 0 looks different for various people. It might be registering a company, pushing pixel on figma, writing code, buying domain name, buying ingredients or raw materials, and so on. The journey from day 0 to 1 is probably the hardest part of the journey but it doesn’t get simpler.?

What do you do on Day 0? To be very honest, I think different strokes apply to different folks, but there are general patterns I have seen help a lot of founders. Start by being honest with yourself. Answer the question, why do I want to do this? This is the most important question and it should be answered before day 0 starts or ideally, just a little into it, is permissible. Your answer to this will continue to resurface time and time again along your journey, and if it is not strong enough, you will quit (which is also very fine too). Don’t fall into the trap of starting because you want to be your own boss. You will rudely find out that being the boss when it's your shop is not pretty. Being the boss in another man’s shop? now that's the shit! (excuse my french). Another answer that may not be ideal is - because you want to make money. Just pick up a digital skill, become the best at it and market the heck out of your skills. That's a much easier way to make a lot of money quickly. Startup is much slower, difficult, risky, especially for the founder. Sure, because of the risks, the returns are outsized if you manage to make it. But the stats are against you. There are even a lot more cases of the company succeeding but the founder not converting the company’s success to personal and financial success. Many people forget that the company and the founder are two different entities. Once you take on outside investment, you are no longer the owner of your shop, and no longer your own boss.?

• Cofounder

Another thing to think about on Day 0 is; who do you want to go on this journey with. Cofounder(s)! A very important but often overlooked decision. Your cofounder is as important as your why. In hindsight and based on personal experience, your cofounder is the most important aspect of your journey. You are going to be practically a couple. Is this person of high value? High value can be skills and talent wise, network and funding or both. I think the most important part of choosing a cofounder is answering two questions; is this person fundamentally a good person? What is this person bringing to the table? I know it sounds cliche but just try it out. Cofounder disputes are ugly. It is as messy as a nasty divorce. If your cofounder is a good person, you will find it easier to breakup if the need arises. Overall, you shouldn't even want to breakup, there may come a time when the trust between you will deteriorate but you will find it easier to stomach and heal from and forgive and work together, because they are a good person and will never hurt you "on purpose". Choice of cofounder is a challenge and can mean the difference between success and failure. I’ve heard too many gory stories from your celebrity cofounders especially in the Nigerian startup ecosystem. In pure Naija lingua, the streets are rough. Everybody dey run everybody street. Don’t be caught off guard. Your cofounder can be your guard or the trojan. All I can say is shine your eyes o. Choosing a cofounder should have a whole book. However, the rule of thumb is make sure they are someone you’ve connected deeply with or ideally have known for a long time.?

• Product

Don’t obsess over the product looking good yet. Just get something to work. You would be surprised at the energy it takes to get something to work. When you see people building, hug them. It is difficult! As a builder, you can get hung up on the nitty gritty. Your focus should be on building the first working version that does something close or a part of what your vision is. You can’t build the perfect system in 3 years. Pace yourself. Here is where I diverge from the group-think. They say you need a minimum viable product. The concept of viability is something that works right? I think there is an overly simplistic view of what you need on Day 1. You need something that works quite alright, but you also need people to like it. So you should be looking to build a minimum likeable product (MLP). That is your ideal abstract North star. Why is likability as important as viability? You need true ambassadors when you launch out, your first believers. These are the people that can make or mar your product. Product likability is highly predictable because of the field of UX design. Take for example, your earliest user lands on your dashboard and is finding it hard to read the text because the fonts are hard to read, and doesn't know where to go next because the navigation is all messed up. Sure it works but they won’t be writing a positive review. That's why I’m bullish on design-founders (case in point, airbnb). MVP (MLP) requirements for products ten years ago are different from the expectations of customers now. There is a minimum level of experience customers expect as the ubiquity of digital experiences continue to expand. Don’t be caught slacking.?

• Community

Community! Engage with the startup community around you. There are so many resources you can leverage. Don’t be an island. The community can be very helpful. They understand what you are going through so you can count on their support. Make friends, help people without asking for help in return or making requests. If you don’t know where to find the community, go to Y-combinator startup school page and join your local community. They will share information on meet-ups. It's that simple. I must warn you though, there are lots of givers in these communities. They will give you time, advice, information, in some cases resources all for free without asking for anything in return. Don’t be a taker. Contribute your quota. Once you are recognised as a taker, you will systematically lock yourself out of helping hands. In summary, be useful, and be good.

Day 0 to Day 1 is not for the faint hearted. You have to earn the phrase somehow (if it aligns with your company philosophy). If you are an early startup, forget the fanfare and focus on the work. I’m rooting for you.