Learn to identify them, make habits to avoid them

First, a clarification. This article is aimed to make new programmers aware of their mistakes, train them to detect them, and remind them to prevent them.

I learned from all these blunders. I'm glad I have coding habits to avoid them. Do too.

These mistakes are not ordered.

1) Writing code haphazardly

Writing good content is hard. It takes planning and investigation. Quality programs don't differ.

Think. Research. Plan. Write. Validate. Modify. Unfortunately, no good acronym exists. Create a habit of doing the proper quantity of these activities.

As a newbie programmer, my biggest error was writing code without thinking or researching. This works for small stand-alone apps but hurts larger ones.

Like saying anything you might regret, you should think before coding something you could regret. Coding expresses your thoughts.

When angry, count to 10 before you speak. If very angry, a hundred. — Thomas Jefferson.

My quote:

When reviewing code, count to 10 before you refactor a line. If the code does not have tests, a hundred. — Samer Buna

Programming is primarily about reviewing prior code, investigating what is needed and how it fits into the current system, and developing small, testable features. Only 10% of the process involves writing code.

Programming is not writing code. Programming need nurturing.

2) Making excessive plans prior to writing code

Yes. Planning before writing code is good, but too much of it is bad. Water poisons.

Avoid perfect plans. Programming does not have that. Find a good starting plan. Your plan will change, but it helped you structure your code for clarity. Overplanning wastes time.

Only planning small features. All-feature planning should be illegal! The Waterfall Approach is a step-by-step system. That strategy requires extensive planning. This is not planning. Most software projects fail with waterfall. Implementing anything sophisticated requires agile changes to reality.

Programming requires responsiveness. You'll add waterfall plan-unthinkable features. You will eliminate functionality for reasons you never considered in a waterfall plan. Fix bugs and adjust. Be agile.

Plan your future features, though. Do it cautiously since too little or too much planning can affect code quality, which you must risk.

3) Underestimating the Value of Good Code

Readability should be your code's exclusive goal. Unintelligible code stinks. Non-recyclable.

Never undervalue code quality. Coding communicates implementations. Coders must explicitly communicate solution implementations.

Programming quote I like:

Always code as if the guy who ends up maintaining your code will be a violent psychopath who knows where you live. — John Woods

John, great advice!

Small things matter. If your indentation and capitalization are inconsistent, you should lose your coding license.

Long queues are also simple. Readability decreases after 80 characters. To highlight an if-statement block, you might put a long condition on the same line. No. Just never exceed 80 characters.

Linting and formatting tools fix many basic issues like this. ESLint and Prettier work great together in JavaScript. Use them.

Code quality errors:

Multiple lines in a function or file. Break long code into manageable bits. My rule of thumb is that any function with more than 10 lines is excessively long.

Double-negatives. Don't.

Using double negatives is just very not not wrong

Short, generic, or type-based variable names. Name variables clearly.

There are only two hard things in Computer Science: cache invalidation and naming things. — Phil Karlton

Hard-coding primitive strings and numbers without descriptions. If your logic relies on a constant primitive string or numeric value, identify it.

Avoiding simple difficulties with sloppy shortcuts and workarounds. Avoid evasion. Take stock.

Considering lengthier code better. Shorter code is usually preferable. Only write lengthier versions if they improve code readability. For instance, don't utilize clever one-liners and nested ternary statements just to make the code shorter. In any application, removing unneeded code is better.

Measuring programming progress by lines of code is like measuring aircraft building progress by weight. — Bill Gates

Excessive conditional logic. Conditional logic is unnecessary for most tasks. Choose based on readability. Measure performance before optimizing. Avoid Yoda conditions and conditional assignments.

4) Selecting the First Approach

When I started programming, I would solve an issue and move on. I would apply my initial solution without considering its intricacies and probable shortcomings.

After questioning all the solutions, the best ones usually emerge. If you can't think of several answers, you don't grasp the problem.

Programmers do not solve problems. Find the easiest solution. The solution must work well and be easy to read, comprehend, and maintain.

There are two ways of constructing a software design. One way is to make it so simple that there are obviously no deficiencies, and the other way is to make it so complicated that there are no obvious deficiencies. — C.A.R. Hoare

5) Not Giving Up

I generally stick with the original solution even though it may not be the best. The not-quitting mentality may explain this. This mindset is helpful for most things, but not programming. Program writers should fail early and often.

If you doubt a solution, toss it and rethink the situation. No matter how much you put in that solution. GIT lets you branch off and try various solutions. Use it.

Do not be attached to code because of how much effort you put into it. Bad code needs to be discarded.

6) Avoiding Google

I've wasted time solving problems when I should have researched them first.

Unless you're employing cutting-edge technology, someone else has probably solved your problem. Google It First.

Googling may discover that what you think is an issue isn't and that you should embrace it. Do not presume you know everything needed to choose a solution. Google surprises.

But Google carefully. Newbies also copy code without knowing it. Use only code you understand, even if it solves your problem.

Never assume you know how to code creatively.

The most dangerous thought that you can have as a creative person is to think that you know what you’re doing. — Bret Victor

7) Failing to Use Encapsulation

Not about object-oriented paradigm. Encapsulation is always useful. Unencapsulated systems are difficult to maintain.

An application should only handle a feature once. One object handles that. The application's other objects should only see what's essential. Reducing application dependencies is not about secrecy. Following these guidelines lets you safely update class, object, and function internals without breaking things.

Classify logic and state concepts. Class means blueprint template. Class or Function objects are possible. It could be a Module or Package.

Self-contained tasks need methods in a logic class. Methods should accomplish one thing well. Similar classes should share method names.

As a rookie programmer, I didn't always establish a new class for a conceptual unit or recognize self-contained units. Newbie code has a Util class full of unrelated code. Another symptom of novice code is when a small change cascades and requires numerous other adjustments.

Think before adding a method or new responsibilities to a method. Time's needed. Avoid skipping or refactoring. Start right.

High Cohesion and Low Coupling involves grouping relevant code in a class and reducing class dependencies.

8) Arranging for Uncertainty

Thinking beyond your solution is appealing. Every line of code will bring up what-ifs. This is excellent for edge cases but not for foreseeable needs.

Your what-ifs must fall into one of these two categories. Write only code you need today. Avoid future planning.

Writing a feature for future use is improper. No.

Write only the code you need today for your solution. Handle edge-cases, but don't introduce edge-features.

Growth for the sake of growth is the ideology of the cancer cell. — Edward Abbey

9) Making the incorrect data structure choices

Beginner programmers often overemphasize algorithms when preparing for interviews. Good algorithms should be identified and used when needed, but memorizing them won't make you a programming genius.

However, learning your language's data structures' strengths and shortcomings will make you a better developer.

The improper data structure shouts "newbie coding" here.

Let me give you a few instances of data structures without teaching you:

Managing records with arrays instead of maps (objects).

Most data structure mistakes include using lists instead of maps to manage records. Use a map to organize a list of records.

This list of records has an identifier to look up each entry. Lists for scalar values are OK and frequently superior, especially if the focus is pushing values to the list.

Arrays and objects are the most common JavaScript list and map structures, respectively (there is also a map structure in modern JavaScript).

Lists over maps for record management often fail. I recommend always using this point, even though it only applies to huge collections. This is crucial because maps are faster than lists in looking up records by identifier.

Stackless

Simple recursive functions are often tempting when writing recursive programming. In single-threaded settings, optimizing recursive code is difficult.

Recursive function returns determine code optimization. Optimizing a recursive function that returns two or more calls to itself is harder than optimizing a single call.

Beginners overlook the alternative to recursive functions. Use Stack. Push function calls to a stack and start popping them out to traverse them back.

10) Worsening the current code

Imagine this:

Add an item to that room. You might want to store that object anywhere as it's a mess. You can finish in seconds.

Not with messy code. Do not worsen! Keep the code cleaner than when you started.

Clean the room above to place the new object. If the item is clothing, clear a route to the closet. That's proper execution.

The following bad habits frequently make code worse:

• code duplication You are merely duplicating code and creating more chaos if you copy/paste a code block and then alter just the line after that. This would be equivalent to adding another chair with a lower base rather than purchasing a new chair with a height-adjustable seat in the context of the aforementioned dirty room example. Always keep abstraction in mind, and use it when appropriate.

• utilizing configuration files not at all. A configuration file should contain the value you need to utilize if it may differ in certain circumstances or at different times. A configuration file should contain a value if you need to use it across numerous lines of code. Every time you add a new value to the code, simply ask yourself: "Does this value belong in a configuration file?" The most likely response is "yes."

• using temporary variables and pointless conditional statements. Every if-statement represents a logic branch that should at the very least be tested twice. When avoiding conditionals doesn't compromise readability, it should be done. The main issue with this is that branch logic is being used to extend an existing function rather than creating a new function. Are you altering the code at the appropriate level, or should you go think about the issue at a higher level every time you feel you need an if-statement or a new function variable?

This code illustrates superfluous if-statements:

function isOdd(number) {
  if (number % 2 === 1) {
    return true;
  } else {
    return false;
  }
}

Can you spot the biggest issue with the isOdd function above?

Unnecessary if-statement. Similar code:

function isOdd(number) {
  return (number % 2 === 1);
};

11) Making remarks on things that are obvious

I've learnt to avoid comments. Most code comments can be renamed.

instead of:

// This function sums only odd numbers in an array
const sum = (val) => {
  return val.reduce((a, b) => {
    if (b % 2 === 1) { // If the current number is odd
      a+=b;            // Add current number to accumulator
    }
    return a;          // The accumulator
  }, 0);
};

Commentless code looks like this:

const sumOddValues = (array) => {
  return array.reduce((accumulator, currentNumber) => {
    if (isOdd(currentNumber)) { 
      return accumulator + currentNumber;
    }
    return accumulator;
  }, 0);
};

Better function and argument names eliminate most comments. Remember that before commenting.

Sometimes you have to use comments to clarify the code. This is when your comments should answer WHY this code rather than WHAT it does.

Do not write a WHAT remark to clarify the code. Here are some unnecessary comments that clutter code:

// create a variable and initialize it to 0
let sum = 0;
// Loop over array
array.forEach(
  // For each number in the array
  (number) => {
    // Add the current number to the sum variable
    sum += number;
  }
);

Avoid that programmer. Reject that code. Remove such comments if necessary. Most importantly, teach programmers how awful these remarks are. Tell programmers who publish remarks like this that they may lose their jobs. That terrible.

12) Skipping tests

I'll simplify. If you develop code without tests because you think you're an excellent programmer, you're a rookie.

If you're not writing tests in code, you're probably testing manually. Every few lines of code in a web application will be refreshed and interacted with. Also. Manual code testing is fine. To learn how to automatically test your code, manually test it. After testing your application, return to your code editor and write code to automatically perform the same interaction the next time you add code.

Human. After each code update, you will forget to test all successful validations. Automate it!

Before writing code to fulfill validations, guess or design them. TDD is real. It improves your feature design thinking.

If you can use TDD, even partially, do so.

13) Making the assumption that if something is working, it must be right.

See this sumOddValues function. Is it flawed?

const sumOddValues = (array) => {
  return array.reduce((accumulator, currentNumber) => {
    if (currentNumber % 2 === 1) { 
      return accumulator + currentNumber;
    }
    return accumulator;
  });
};
 
 
console.assert(
  sumOddValues([1, 2, 3, 4, 5]) === 9
);

Verified. Good life. Correct?

Code above is incomplete. It handles some scenarios correctly, including the assumption used, but it has many other issues. I'll list some:

#1: No empty input handling. What happens when the function is called without arguments? That results in an error revealing the function's implementation:

TypeError: Cannot read property 'reduce' of undefined.

Two main factors indicate faulty code.

• Your function's users shouldn't come across implementation-related information.

• The user cannot benefit from the error. Simply said, they were unable to use your function. They would be aware that they misused the function if the error was more obvious about the usage issue. You might decide to make the function throw a custom exception, for instance:

TypeError: Cannot execute function for empty list.

Instead of returning an error, your method should disregard empty input and return a sum of 0. This case requires action.

Problem #2: No input validation. What happens if the function is invoked with a text, integer, or object instead of an array?

The function now throws:

sumOddValues(42);
TypeError: array.reduce is not a function

Unfortunately, array. cut's a function!

The function labels anything you call it with (42 in the example above) as array because we named the argument array. The error says 42.reduce is not a function.

See how that error confuses? An mistake like:

TypeError: 42 is not an array, dude.

Edge-cases are #1 and #2. These edge-cases are typical, but you should also consider less obvious ones. Negative numbers—what happens?

sumOddValues([1, 2, 3, 4, 5, -13]) // => still 9

-13's unusual. Is this the desired function behavior? Error? Should it sum negative numbers? Should it keep ignoring negative numbers? You may notice the function should have been titled sumPositiveOddNumbers.

This decision is simple. The more essential point is that if you don't write a test case to document your decision, future function maintainers won't know if you ignored negative values intentionally or accidentally.

It’s not a bug. It’s a feature. — Someone who forgot a test case

#3: Valid cases are not tested. Forget edge-cases, this function mishandles a straightforward case:

sumOddValues([2, 1, 3, 4, 5]) // => 11

The 2 above was wrongly included in sum.

The solution is simple: reduce accepts a second input to initialize the accumulator. Reduce will use the first value in the collection as the accumulator if that argument is not provided, like in the code above. The sum included the test case's first even value.

This test case should have been included in the tests along with many others, such as all-even numbers, a list with 0 in it, and an empty list.

Newbie code also has rudimentary tests that disregard edge-cases.

14) Adhering to Current Law

Unless you're a lone supercoder, you'll encounter stupid code. Beginners don't identify it and assume it's decent code because it works and has been in the codebase for a while.

Worse, if the terrible code uses bad practices, the newbie may be enticed to use them elsewhere in the codebase since they learnt them from good code.

A unique condition may have pushed the developer to write faulty code. This is a nice spot for a thorough note that informs newbies about that condition and why the code is written that way.

Beginners should presume that undocumented code they don't understand is bad. Ask. Enquire. Blame it!

If the code's author is dead or can't remember it, research and understand it. Only after understanding the code can you judge its quality. Before that, presume nothing.

15) Being fixated on best practices

Best practices damage. It suggests no further research. Best practice ever. No doubts!

No best practices. Today's programming language may have good practices.

Programming best practices are now considered bad practices.

Time will reveal better methods. Focus on your strengths, not best practices.

Do not do anything because you read a quote, saw someone else do it, or heard it is a recommended practice. This contains all my article advice! Ask questions, challenge theories, know your options, and make informed decisions.

16) Being preoccupied with performance

Premature optimization is the root of all evil (or at least most of it) in programming — Donald Knuth (1974)

I think Donald Knuth's advice is still relevant today, even though programming has changed.

Do not optimize code if you cannot measure the suspected performance problem.

Optimizing before code execution is likely premature. You may possibly be wasting time optimizing.

There are obvious optimizations to consider when writing new code. You must not flood the event loop or block the call stack in Node.js. Remember this early optimization. Will this code block the call stack?

Avoid non-obvious code optimization without measurements. If done, your performance boost may cause new issues.

Stop optimizing unmeasured performance issues.

17) Missing the End-User Experience as a Goal

How can an app add a feature easily? Look at it from your perspective or in the existing User Interface. Right? Add it to the form if the feature captures user input. Add it to your nested menu of links if it adds a link to a page.

Avoid that developer. Be a professional who empathizes with customers. They imagine this feature's consumers' needs and behavior. They focus on making the feature easy to find and use, not just adding it to the software.

18) Choosing the incorrect tool for the task

Every programmer has their preferred tools. Most tools are good for one thing and bad for others.

The worst tool for screwing in a screw is a hammer. Do not use your favorite hammer on a screw. Don't use Amazon's most popular hammer on a screw.

A true beginner relies on tool popularity rather than problem fit.

You may not know the best tools for a project. You may know the best tool. However, it wouldn't rank high. You must learn your tools and be open to new ones.

Some coders shun new tools. They like their tools and don't want to learn new ones. I can relate, but it's wrong.

You can build a house slowly with basic tools or rapidly with superior tools. You must learn and use new tools.

19) Failing to recognize that data issues are caused by code issues

Programs commonly manage data. The software will add, delete, and change records.

Even the simplest programming errors can make data unpredictable. Especially if the same defective application validates all data.

Code-data relationships may be confusing for beginners. They may employ broken code in production since feature X is not critical. Buggy coding may cause hidden data integrity issues.

Worse, deploying code that corrected flaws without fixing minor data problems caused by these defects will only collect more data problems that take the situation into the unrecoverable-level category.

How do you avoid these issues? Simply employ numerous data integrity validation levels. Use several interfaces. Front-end, back-end, network, and database validations. If not, apply database constraints.

Use all database constraints when adding columns and tables:

• If a column has a NOT NULL constraint, null values will be rejected for that column. If your application expects that field has a value, your database should designate its source as not null.

• If a column has a UNIQUE constraint, the entire table cannot include duplicate values for that column. This is ideal for a username or email field on a Users table, for instance.

• For the data to be accepted, a CHECK constraint, or custom expression, must evaluate to true. For instance, you can apply a check constraint to ensure that the values of a normal % column must fall within the range of 0 and 100.

• With a PRIMARY KEY constraint, the values of the columns must be both distinct and not null. This one is presumably what you're utilizing. To distinguish the records in each table, the database needs have a primary key.

• A FOREIGN KEY constraint requires that the values in one database column, typically a primary key, match those in another table column.

Transaction apathy is another data integrity issue for newbies. If numerous actions affect the same data source and depend on each other, they must be wrapped in a transaction that can be rolled back if one fails.

20) Reinventing the Wheel

Tricky. Some programming wheels need reinvention. Programming is undefined. New requirements and changes happen faster than any team can handle.

Instead of modifying the wheel we all adore, maybe we should rethink it if you need a wheel that spins at varied speeds depending on the time of day. If you don't require a non-standard wheel, don't reinvent it. Use the darn wheel.

Wheel brands can be hard to choose from. Research and test before buying! Most software wheels are free and transparent. Internal design quality lets you evaluate coding wheels. Try open-source wheels. Debug and fix open-source software simply. They're easily replaceable. In-house support is also easy.

If you need a wheel, don't buy a new automobile and put your maintained car on top. Do not include a library to use a few functions. Lodash in JavaScript is the finest example. Import shuffle to shuffle an array. Don't import lodash.

21) Adopting the incorrect perspective on code reviews

Beginners often see code reviews as criticism. Dislike them. Not appreciated. Even fear them.

Incorrect. If so, modify your mindset immediately. Learn from every code review. Salute them. Observe. Most crucial, thank reviewers who teach you.

Always learning code. Accept it. Most code reviews teach something new. Use these for learning.

You may need to correct the reviewer. If your code didn't make that evident, it may need to be changed. If you must teach your reviewer, remember that teaching is one of the most enjoyable things a programmer can do.

22) Not Using Source Control

Newbies often underestimate Git's capabilities.

Source control is more than sharing your modifications. It's much bigger. Clear history is source control. The history of coding will assist address complex problems. Commit messages matter. They are another way to communicate your implementations, and utilizing them with modest commits helps future maintainers understand how the code got where it is.

Commit early and often with present-tense verbs. Summarize your messages but be detailed. If you need more than a few lines, your commit is too long. Rebase!

Avoid needless commit messages. Commit summaries should not list new, changed, or deleted files. Git commands can display that list from the commit object. The summary message would be noise. I think a big commit has many summaries per file altered.

Source control involves discoverability. You can discover the commit that introduced a function and see its context if you doubt its need or design. Commits can even pinpoint which code caused a bug. Git has a binary search within commits (bisect) to find the bug-causing commit.

Source control can be used before commits to great effect. Staging changes, patching selectively, resetting, stashing, editing, applying, diffing, reversing, and others enrich your coding flow. Know, use, and enjoy them.

I consider a Git rookie someone who knows less functionalities.

23) Excessive Use of Shared State

Again, this is not about functional programming vs. other paradigms. That's another article.

Shared state is problematic and should be avoided if feasible. If not, use shared state as little as possible.

As a new programmer, I didn't know that all variables represent shared states. All variables in the same scope can change its data. Global scope reduces shared state span. Keep new states in limited scopes and avoid upward leakage.

When numerous resources modify common state in the same event loop tick, the situation becomes severe (in event-loop-based environments). Races happen.

This shared state race condition problem may encourage a rookie to utilize a timer, especially if they have a data lock issue. Red flag. No. Never accept it.

24) Adopting the Wrong Mentality Toward Errors

Errors are good. Progress. They indicate a simple way to improve.

Expert programmers enjoy errors. Newbies detest them.

If these lovely red error warnings irritate you, modify your mindset. Consider them helpers. Handle them. Use them to advance.

Some errors need exceptions. Plan for user-defined exceptions. Ignore some mistakes. Crash and exit the app.

25) Ignoring rest periods

Humans require mental breaks. Take breaks. In the zone, you'll forget breaks. Another symptom of beginners. No compromises. Make breaks mandatory in your process. Take frequent pauses. Take a little walk to plan your next move. Reread the code.

This has been a long post. You deserve a break.

Late in 2018, I published my first Medium article, but I didn't start writing seriously until 2019. Since then, I've written more than 240 articles, earned over $50,000 through Medium's Partner Program, and had over 2.5 million page views.

Write A Lot

Most people don't have the patience and persistence for this simple writing secret:

Write + Write + Write = possible success

Writing more improves your skills.

The more articles you publish, the more likely one will go viral.

If you only publish once a month, you have no views. If you publish 10 or 20 articles a month, your success odds increase 10- or 20-fold.

Tim Denning, Ayodeji Awosika, Megan Holstein, and Zulie Rane. Medium is their jam. How are these authors alike? They're productive and consistent. They're prolific.

80% is publishable

Many writers battle perfectionism. 

To succeed as a writer, you must publish often. You'll never publish if you aim for perfection.

Adopt the 80 percent-is-good-enough mindset to publish more. It sounds terrible, but it'll boost your writing success.

Your work won't be perfect. Always improve. Waiting for perfection before publishing will take a long time.

Second, readers are your true critics, not you. What you consider "not perfect" may be life-changing for the reader. Don't let perfectionism hinder the reader.

Don't let perfectionism hinder the reader. ou don't want to publish mediocre articles. When the article is 80% done, publish it. Don't spend hours editing. Realize it. Get feedback. Only this will work.

Make Your Headline Irresistible

We all judge books by their covers, despite the saying. And headlines. Readers, including yourself, judge articles by their titles. We use it to decide if an article is worth reading.

Make your headlines irresistible. Want more article views? Then, whether you like it or not, write an attractive article title.

Many high-quality articles are collecting dust because of dull, vague headlines. It didn't make the reader click.

As a writer, you must do more than produce quality content. You must also make people click on your article. This is a writer's job. How to create irresistible headlines:

Curiosity makes readers click. Here's a tempting example...

• Example: What Women Actually Look For in a Guy, According to a Huge Study by Luba Sigaud

Use Numbers: Click-bait lists. I mean, which article would you click first? ‘Some ways to improve your productivity’ or ’17 ways to improve your productivity.’ Which would I click?

• Example: 9 Uncomfortable Truths You Should Accept Early in Life by Sinem Günel

Most headlines are dull. If you want clicks, get 'sexy'. Buzzword-ify. Invoke emotion. Trendy words.

• Example: 20 Realistic Micro-Habits To Live Better Every Day by Amardeep Parmar

Concise paragraphs

Our culture lacks focus. If your headline gets a click, keep paragraphs short to keep readers' attention.

Some writers use 6–8 lines per paragraph, but I prefer 3–4. Longer paragraphs lose readers' interest.

A writer should help the reader finish an article, in my opinion. I consider it a job requirement. You can't force readers to finish an article, but you can make it 'snackable'

Help readers finish an article with concise paragraphs, interesting subheadings, exciting images, clever formatting, or bold attention grabbers.

Work And Move On

I've learned over the years not to get too attached to my articles. Many writers report a strange phenomenon:

The articles you're most excited about usually bomb, while the ones you're not tend to do well.

This isn't always true, but I've noticed it in my own writing. My hopes for an article usually make it worse. The more objective I am, the better an article does.

Let go of a finished article. 40 or 40,000 views, whatever. Now let the article do its job. Onward. Next story. Start another project.

Disregard Haters

Online content creators will encounter haters, whether on YouTube, Instagram, or Medium. More views equal more haters. Fun, right?

As a web content creator, I learned:

Don't debate haters. Never.

It's a mistake I've made several times. It's tempting to prove haters wrong, but they'll always find a way to be 'right'. Your response is their fuel.

I smile and ignore hateful comments. I'm indifferent. I won't enter a negative environment. I have goals, money, and a life to build. "I'm not paid to argue," Drake once said.

Use Grammarly

Grammarly saves me as a non-native English speaker. You know Grammarly. It shows writing errors and makes article suggestions.

As a writer, you need Grammarly. I have a paid plan, but their free version works. It improved my writing greatly.

Put The Reader First, Not Yourself

Many writers write for themselves. They focus on themselves rather than the reader.

Ask yourself:

This article teaches what? How can they be entertained or educated?

Personal examples and experiences improve writing quality. Don't focus on yourself.

It's not about you, the content creator. Reader-focused. Putting the reader first will change things.

Extreme ownership: Stop blaming others

I remember writing a lot on Medium but not getting many views. I blamed Medium first. Poor algorithm. Poor publishing. All sucked.

Instead of looking at what I could do better, I blamed others.

When you blame others, you lose power. Owning your results gives you power.

As a content creator, you must take full responsibility. Extreme ownership means 100% responsibility for work and results.

You don’t blame others. You don't blame the economy, president, platform, founders, or audience. Instead, you look for ways to improve. Few people can do this.

Blaming is useless. Zero. Taking ownership of your work and results will help you progress. It makes you smarter, better, and stronger.

Instead of blaming others, you'll learn writing, marketing, copywriting, content creation, productivity, and other skills. Game-changer.

Don’t give a number

Google pays its software engineers generously. While many of their employees are competent, they disregard a critical skill to maximize their pay.

Negotiation.

If Google employees have never negotiated, they're as helpless as anyone else.

In this piece, I'll reveal a compensation negotiation tip that will set you apart.

The Fallacy of Negotiating

How do you negotiate your salary? “Just give them a number twice the amount you really want”. - Someplace on the internet

Above is typical negotiation advice. If you ask for more than you want, the recruiter may meet you halfway.

It seems logical and great, but here's why you shouldn't follow that advice.

Haitian hostage rescue

In 1977, an official's aunt was kidnapped in Haiti. The kidnappers demanded $150,000 for the aunt's life. It seems reasonable until you realize why kidnappers want $150,000.

FBI detective and negotiator Chris Voss researched why they demanded so much.

“So they could party through the weekend”

When he realized their ransom was for partying, he offered $4,751 and a CD stereo. Criminals freed the aunt.

These thieves gave 31.57x their estimated amount and got a fraction. You shouldn't trust these thieves to negotiate your compensation.

What happened?

Negotiating your offer and Haiti

This narrative teaches you how to negotiate with a large number.

You can and will be talked down.

If a recruiter asks your wage expectation and you offer double, be ready to explain why.

If you can't justify your request, you may be offered less. The recruiter will notice and talk you down.

Reasonably,

• a tiny bit more than the present amount you earn

• a small premium over an alternative offer

• a little less than the role's allotted amount

Real-World Illustration

Recruiter: What’s your expected salary? Candidate: (I know the role is usually $100,000) $200,000 Recruiter: How much are you compensated in your current role? Candidate: $90,000 Recruiter: We’d be excited to offer you $95,000 for your experiences for the role.

So Why Do They Even Ask?

Recruiters ask for a number to negotiate a lower one. Asking yourself limits you.

You'll rarely get more than you asked for, and your request can be lowered.

The takeaway from all of this is to never give an expected compensation.

Tell them you haven't thought about it when you applied.

Peter Thiel studied philosophy as an undergraduate.

Peter Thiel has $7.36 billion.

Peter is a world-ranked chess player, has a legal degree, and has written profitable novels.

In 1999, he co-founded PayPal with Max Levchin, which merged with X.com.

Peter Thiel made $55 million after selling the company to eBay for $1.5 billion in 2002.

You may be wondering…

How did Peter turn $55 million into his now multi-billion dollar net worth?

One amazing investment?

Facebook.

Thiel was Facebook's first external investor. He bought 10% of the company for $500,000 in 2004.

This investment returned 159% annually, 200x in 8 years.

By 2012, Thiel sold almost all his Facebook shares, becoming a billionaire.

What was the investment thesis of Peter?

This investment appeared ridiculous. Facebook was an innovative startup.

Thiel's $500,000 contribution transformed Facebook.

Harvard students have access to Facebook's 8 features and 1 photo per profile.

How did Peter determine that this would be a wise investment, then?

Facebook is a mimetic desire machine.

Social media's popularity is odd. Why peek at strangers' images on a computer?

Peter Thiel studied under French thinker Rene Girard at Stanford.

Mimetic Desire explains social media's success.

Mimetic Desire is the idea that humans desire things simply because other people do.

If nobody wanted it, would you?

Would you desire a family, a luxury car, or expensive clothes if no one else did? Girard says no.

People we admire affect our aspirations because we're social animals. Every person has a role model.

Our nonreligious culture implies role models are increasingly other humans, not God.

The idea explains why social media influencers are so powerful.

Why would Andrew Tate or Kim Kardashian matter if people weren't mimetic?

Humanity is fundamentally motivated by social comparison.

Facebook takes advantage of this need for social comparison, and puts it on a global scale.

It aggregates photographs and updates from millions of individuals.

Facebook mobile allows 24/7 social comparison.

Thiel studied mimetic desire with Girard and realized Facebook exploits the urge for social comparison to gain money.

Social media is more significant and influential than ever, despite Facebook's decline.

Thiel and Girard show that applied philosophy (particularly in business) can be immensely profitable.

Jobs' secret emails became public due to a litigation with Samsung.

Steve Jobs sent Phil Schiller an email at the end of 2010. Top 100 A was the codename for Apple's annual Top 100 executive meetings. The 2011 one was scheduled.

Everything about this gathering is secret, even attendance. The location is hidden, and attendees can't even drive themselves. Instead, buses transport them to a 2-3 day retreat.

Due to a litigation with Samsung, this Top 100 meeting's agenda was made public in 2014. This was a critical milestone in Apple's history, not a Top 100 meeting. Apple had many obstacles in the 2010s to remain a technological leader. Apple made more money with non-PC goods than with its best-selling Macintosh series. This was the last Top 100 gathering Steve Jobs would attend before passing, and he wanted to make sure his messages carried on before handing over his firm to Tim Cook.

In this post, we'll discuss lessons from Jobs' meeting agenda. Two sorts of entrepreneurs can use these tips:

1. Those who manage a team in a business and must ensure that everyone is working toward the same goals, upholding the same principles, and being inspired by the same future.

2. Those who are sole proprietors or independent contractors and who must maintain strict self-discipline in order to stay innovative in their industry and adhere to their own growth strategy.

Here's Steve Jobs's email outlining the annual meeting agenda. It's an 11-part summary of the company's shape and strategy.

Steve Jobs outlines Apple's 2011 strategy, 10/24/10

1. Correct your data

Business leaders must comprehend their company's metrics. Jobs either mentions critical information he already knows or demands slides showing the numbers he wants. These numbers fall under 2 categories:

Metrics for growth and strategy

• As we will see, this was a crucial statistic for Apple since it signaled the beginning of the Post PC era and required them to make significant strategic changes in order to stay ahead of the curve. Post PC products now account for 66% of our revenues.

• Within six months, iPad outsold Mac, another sign of the Post-PC age. As we will see, Jobs thought the iPad would be the next big thing, and item number four on the agenda is one of the most thorough references to the iPad.

• Geographical analysis: Here, Jobs emphasizes China, where the corporation has a slower start than anticipated. China was dominating Apple's sales growth with 16% of revenue one year after this meeting.

Metrics for people & culture

• The individuals that make up a firm are more significant to its success than its headcount or average age. That holds true regardless of size, from a 5-person startup to a Fortune 500 firm. Jobs was aware of this, which is why his suggested agenda begins by emphasizing demographic data.

• Along with the senior advancements in the previous year's requested statistic, it's crucial to demonstrate that if the business is growing, the employees who make it successful must also grow.

2. Recognize the vulnerabilities and strengths of your rivals

Steve Jobs was known for attacking his competition in interviews and in his strategies and roadmaps. This agenda mentions 18 competitors, including:

• Google 7 times

• Android 3 times

• Samsung 2 times

Jobs' agenda email was issued 6 days after Apple's Q4 results call (2010). On the call, Jobs trashed Google and Android. His 5-minute intervention included:

• Google has acknowledged that the present iteration of Android is not tablet-optimized.

• Future Android tablets will not work (Dead On Arrival)

• While Google Play only has 90,000 apps, the Apple App Store has 300,000.

• Android is extremely fragmented and is continuing to do so.

• The App Store for iPad contains over 35,000 applications. The market share of the latest generation of tablets (which debuted in 2011) will be close to nil.

Jobs' aim in blasting the competition on that call was to reassure investors about the upcoming flood of new tablets. Jobs often criticized Google, Samsung, and Microsoft, but he also acknowledged when they did a better job. He was great at detecting his competitors' advantages and devising ways to catch up.

• Jobs doesn't hold back when he says in bullet 1 of his agenda: "We further lock customers into our ecosystem while Google and Microsoft are further along on the technology, but haven't quite figured it out yet tie all of our goods together."

• The plan outlined in bullet point 5 is immediately clear: catch up to Android where we are falling behind (notifications, tethering, and speech), and surpass them (Siri,). It's important to note that Siri frequently let users down and never quite lived up to expectations.

• Regarding MobileMe, see Bullet 6 Jobs admits that when it comes to cloud services like contacts, calendars, and mail, Google is far ahead of Apple.

3. Adapt or perish

Steve Jobs was a visionary businessman. He knew personal computers were the future when he worked on the first Macintosh in the 1980s.

Jobs acknowledged the Post-PC age in his 2010 D8 interview.

Will the tablet replace the laptop, Walt Mossberg questioned Jobs? Jobs' response:

“You know, when we were an agrarian nation, all cars were trucks, because that’s what you needed on the farm. As vehicles started to be used in the urban centers and America started to move into those urban and suburban centers, cars got more popular and innovations like automatic transmission and things that you didn’t care about in a truck as much started to become paramount in cars. And now, maybe 1 out of every 25 vehicles is a truck, where it used to be 100%. PCs are going to be like trucks. They’re still going to be around, still going to have a lot of value, but they’re going to be used by one out of X people.”

Imagine how forward-thinking that was in 2010, especially for the Macintosh creator. You have to be willing to recognize that things were changing and that it was time to start over and focus on the next big thing.

Post-PC is priority number 8 in his 2010 agenda's 2011 Strategy section. Jobs says Apple is the first firm to get here and that Post PC items account about 66% of our income. The iPad outsold the Mac in 6 months, and the Post-PC age means increased mobility (smaller, thinner, lighter). Samsung had just introduced its first tablet, while Apple was working on the iPad 3. (as mentioned in bullet 4).

4. Plan ahead (and different)

Jobs' agenda warns that Apple risks clinging to outmoded paradigms. Clayton Christensen explains in The Innovators Dilemma that huge firms neglect disruptive technologies until they become profitable. Samsung's Galaxy tab, released too late, never caught up to Apple.

Apple faces a similar dilemma with the iPhone, its cash cow for over a decade. It doesn't sell as much because consumers aren't as excited about new iPhone launches and because technology is developing and cell phones may need to be upgraded.

Large companies' established consumer base typically hinders innovation. Clayton Christensen emphasizes that loyal customers from established brands anticipate better versions of current products rather than something altogether fresh and new technologies.

Apple's marketing is smart. Apple's ecosystem is trusted by customers, and its products integrate smoothly. So much so that Apple can afford to be a disruptor by doing something no one has ever done before, something the world's largest corporation shouldn't be the first to try. Apple can test the waters and produce a tremendous innovation tsunami, something few corporations can do.

In March 2011, Jobs appeared at an Apple event. During his address, Steve reminded us about Apple's brand:

“It’s in Apple’s DNA, that technology alone is not enough. That it’s technology married with liberal arts, married with the humanities that yields us the results that make our hearts sink. And nowhere is that more true that in these Post-PC devices.“

More than a decade later, Apple remains one of the most innovative and trailblazing companies in the Post-PC world (industry-disrupting products like Airpods or the Apple Watch came out after that 2011 strategy meeting), and it has reinvented how we use laptops with its M1-powered line of laptops offering unprecedented performance.

A decade after Jobs' death, Apple remains the world's largest firm, and its former CEO had a crucial part in its expansion. If you can do 1% of what Jobs did, you may be 1% as successful.

Not bad.

A top-down company plan facilitates decision-making and impresses investors.

A startup business plan starts with the product, the target customers, how to reach them, and how to grow the business.

Bottom-up is terrific unless venture investors fund it.

If it can prove how it can exceed $100M in sales, investors will invest. If not, the business may be wonderful, but it's not venture capital-investable.

As a rule, venture investors only fund firms that expect to reach $100M within 5 years.

Investors get nothing until an acquisition or IPO. To make up for 90% of failed investments and still generate 20% annual returns, portfolio successes must exit with a 25x return. A $20M-valued company must be acquired for $500M or more.

This requires $100M in sales (or being on a nearly vertical trajectory to get there). The company has 5 years to attain that milestone and create the requisite ROI.

This motivates venture investors (venture funds and angel investors) to hunt for $100M firms within 5 years. When you pitch investors, you outline how you'll achieve that aim.

I'm wary of pitches after seeing a million hockey sticks predicting $5M to $100M in year 5 that never materialized. Doubtful.

Startups fail because they don't have enough clients, not because they don't produce a great product. That jump from $5M to $100M never happens. The company reaches $5M or $10M, growing at 10% or 20% per year.  That's great, but not enough for a $500 million deal.

Once it becomes clear the company won’t reach orbit, investors write it off as a loss. When a corporation runs out of money, it's shut down or sold in a fire sale. The company can survive if expenses are trimmed to match revenues, but investors lose everything.

When I hear a pitch, I'm not looking for bright income projections but a viable plan to achieve them. Answer these questions in your pitch.

• Is the market size sufficient to generate $100 million in revenue?

• Will the initial beachhead market serve as a springboard to the larger market or as quicksand that hinders progress?

• What marketing plan will bring in $100 million in revenue? Is the market diffuse and will cost millions of dollars in advertising, or is it one, focused market that can be tackled with a team of salespeople?

• Will the business be able to bridge the gap from a small but fervent set of early adopters to a larger user base and avoid lock-in with their current solution?

• Will the team be able to manage a $100 million company with hundreds of people, or will hypergrowth force the organization to collapse into chaos?

• Once the company starts stealing market share from the industry giants, how will it deter copycats?

The requirement to reach $100M may be onerous, but it provides a context for difficult decisions: What should the product be? Where should we concentrate? who should we hire? Every strategic choice must consider how to reach $100M in 5 years.

Focusing on $100M streamlines investor pitches. Instead of explaining everything, focus on how you'll attain $100M.

As an investor, I know I'll lose my money if the startup doesn't reach this milestone, so the revenue prediction is the first thing I look at in a pitch deck.

Reaching the $100M goal needs to be the first thing the entrepreneur thinks about when putting together the business plan, the central story of the pitch, and the criteria for every important decision the company makes.