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Cool, Not Cool

July 12, 2007

What are the most important steps for building a kickass, stable, independent business that can prosper even during harsh downturns?

This question flittered in to the 37Signal Questionfest which caught my attention because this is the bite isn’t it? All great and lasting companies have endured times where people didn’t think they were so great. So the answer is…

Keep your overhead low and make sure your product is valuable and useful, not just cool. In a downturn, cool goes away first. Useful is last to lose.

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