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2020. 10. 15. 23:37
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entrepreneurshandbook.co/two-books-that-turned-a-26-year-old-programmer-into-a-billionaire-8990e52065b1

 

Two Books That Turned a 26-Year-Old Programmer Into a Billionaire

Founder of Shopify on books that changed his life

entrepreneurshandbook.co

 

 

Two Books That Turned a 26-Year-Old Programmer Into a Billionaire

Founder of Shopify on books that changed his life

 

 

 

As a kid, Tobias Lütke suffered from dyslexia and, possibly, ADHD. He was the type of kid to deconstruct his teachers’ questions instead of giving them a straight answer.

By college, Tobias had learned to skim through courses by attending the minimum number of hours required to pass.

With his authority problems, it’s unsurprising that Tobias’s first professional role model became a programmer named “Jürgen Starr.”

“He would always come to work on his BMW motorcycle and he would have long hair and he wasn’t wearing a suit like he was supposed to. Like a total rebel,” said Lütke.

How does a graduate programmer with rebellious tendencies build a multi-billion dollar empire?

Part of the answer lies in the books he read, which he told about on his Tim Ferriss show appearance. These are the top two books that shaped Tobias’s understanding of business.

 

“Influence” by Robert Cialdini

Many programmers choose their career path because they’re better off interacting with a logical computer, rather than an emotional human.

It’s not surprising that Influence by Robert Cialdini was one of Tobias’s cornerstone books as a budding entrepreneur. The book explains the science of persuasion as a combination of five elements:

  1. Reciprocation refers to the human need to return the favor. For example, Hare Krishna members always give passers-by a flower before asking for donations — this makes them more likely to donate.
  2. Consistency refers to the human need to “save face” in front of others. In human societies, we respect people who do not change their stance. So, for example, if you build personal rapport with a prospect by genuinely asking how they’re doing, they’re going to feel motivated to consider your offer later — simply because they’ve already been nice to you before.
  3. Social proof is the bread and butter for entrepreneurs. All animal species have largely evolved via imitation — long before articulate human thoughts were born. That’s why TV shows use canned laughter, and why bartenders put a few dollars into the tip jar before the customers walk in.
  4. Liking refers to an old truism that “we do business with people we like.” Here, the author refers to less-revolutionary truths that we often make business decisions based on someone’s looks and familiarity with us.
  5. Lastly, the author reminds us that authority plays a major role in business. Highlighting things like titles and money may seem wrong and inaccurate to a logical person, but they do work on a subconscious level. For example, someone introduced as a professor seems taller than someone introduced as a graduate student. Also, car drivers wait longer before honking on a luxury car than an old car.

Influence may also be called Humans 101 for all the pearls you can find in it. It’s not surprising that Tobias remembers Influence as the most influential (pun intended) book he’d ever read.

Tobias spent his teenage years with “computers, not humans,” and his wife often calls him “an immigrant to the human condition.”

As he said himself, Influence was

“…just the most mind-bending book you can imagine. Because it essentially told you all the ways humans are flawed and easily influenced.”

 

“High Output Management” by Andrew Grove

Tobias describes High Output Management as the perfect book for non-entrepreneurs. A book that simplifies the world of business into basic principles.

In the book, the author compares being a manager to being a waiter. As a waiter, you constantly have to prioritize tasks. Do you bring the menu to the couple that just walked in, or do you serve the boiled egg that’s been waiting in the kitchen for three minutes already?

He continues with the metaphor, offering five key performance indicators:

  1. Sales forecasts answer the question: how many customers are you expecting to serve today? This has direct implications on how many staff and inventory do you need to keep the customers satisfied.
  2. Inventory levels seem like an obvious parameter to watch but is so often forgotten by inexperienced managers. CEOs who fail to evaluate their inventory levels fail to fulfil orders, and that is about the worst customer experience there is.
  3. Condition of the equipment refers to your production instruments. As a waiter, have you checked whether the toaster is working today? The customers won’t care if “it’s not your fault.” They’ll simply choose another place next time.
  4. Workforce indicators are needed to keep track of your staff. Just like it’s your responsibility as a manager to make sure the toaster is working, you need to check if any of your kitchen staff called in sick today. In that case, you’ll need an urgent replacement.
  5. Quality indicators are often forgotten by managers. Did the customers like the breakfast? Will they come back again? Companies that fail to learn go bankrupt, and Tobias learned this lesson without having to fail himself.

All of these things may seem unimportant before you make your first sale. Once you get a few orders, you’ll run into management problems really quickly.

High Output Management explains core business concepts in rigid logical terms, which is perfect for engineers who want to take their career a decisive step further.

After reading the book, Tobias remembers realizing that

“…basically, at the end of the day, creating a business is an engineering exercise. That made the whole thing about becoming a CEO significantly less scary to me because I understand engineering.”

 

It’s Not About How Many Books You Read — It’s About What Books You Read

In Tobias’s case, he was highly adept in programming but lacking psychology and business skills. Instead of deepening his coding knowledge, he chose to read about areas of life that he knew nothing about.

The result is Shopify, and it needs no introduction.

 

26 세의 프로그래머를 억만 장자로 만든 두 권의 책
그의 인생을 바꾼 책에 대한 Shopify 창립자






어렸을 때 Tobias Lütke는 난독증과 ADHD를 앓고있었습니다. 그는 선생님들에게 직접적인 답을주지 않고 질문을 해체하는 유형의 아이였습니다.

대학 때 Tobias는 합격하는 데 필요한 최소 시간에 참석하여 과정을 훑어 보는 법을 배웠습니다.

그의 권위 문제로 인해 Tobias의 첫 번째 전문 롤 모델이“Jürgen Starr”라는 프로그래머가 된 것은 놀라운 일이 아닙니다.

“그는 항상 자신의 BMW 오토바이로 일하러 오곤했고 그는 머리가 길고 당연한 옷을 입지 않았습니다. 완전한 반란군처럼.”Lütke가 말했다.

반항적 인 성향을 가진 대학원 프로그래머가 어떻게 수십억 달러의 제국을 건설합니까?

대답의 일부는 그가 읽은 책에 있으며, 그가 Tim Ferriss 쇼 출연에 대해 이야기했습니다. 이것은 Tobias의 비즈니스 이해를 형성 한 상위 두 권의 책입니다.



Robert Cialdini의 "영향력"
많은 프로그래머는 감정적 인 인간보다는 논리적 컴퓨터와 상호 작용하는 것이 더 낫기 때문에 경력 경로를 선택합니다.

Robert Cialdini의 Influence가 신진 기업가로서 Tobias의 초석 책 중 하나 였다는 것은 놀라운 일이 아닙니다. 이 책은 설득의 과학을 다섯 가지 요소의 조합으로 설명합니다.

보답은 호의를 보답해야하는 인간의 욕구를 의미합니다. 예를 들어, Hare Krishna 회원은 기부를 요청하기 전에 항상 행인에게 꽃을 선물합니다. 이렇게하면 기부 할 가능성이 높아집니다.
일관성이란 다른 사람 앞에서“얼굴을 구해야”하는 인간의 욕구를 의미합니다. 인간 사회에서 우리는 입장을 바꾸지 않는 사람들을 존중합니다. 예를 들어 잠재 고객이 어떻게 지내고 있는지 진정으로 질문하여 잠재 고객과 개인적인 관계를 구축하면 이전에 이미 친절했기 때문에 나중에 귀하의 제안을 고려하려는 동기를 갖게 될 것입니다.
사회적 증거는 기업가를위한 빵과 버터입니다. 모든 동물 종은 모방을 통해 크게 진화했습니다. 인간의 명확한 생각이 탄생하기 훨씬 전부터입니다. 그렇기 때문에 TV 프로그램은 통조림 웃음을 사용하고 바텐더는 고객이 들어 오기 전에 팁 용기에 몇 달러를 넣습니다.
'좋아요'는 "우리가 좋아하는 사람들과 거래를한다"는 오래된 진실을 말합니다. 여기서 저자는 누군가의 외모와 우리에 대한 친숙 함을 바탕으로 비즈니스 결정을 내리는 덜 혁신적인 진실을 말합니다.
마지막으로 저자는 권위가 비즈니스에서 중요한 역할을한다는 것을 상기시킵니다. 직함과 돈과 같은 것을 강조하는 것은 논리적 인 사람에게 잘못되고 부정확하게 보일 수 있지만 잠재 의식 수준에서 작동합니다. 예를 들어 교수로 소개 된 사람은 대학원생으로 소개 된 사람보다 키가 커 보입니다. 또한 자동차 운전자는 오래된 차보다 고급차에서 경적을 울리기까지 더 오래 기다립니다.
영향력은 당신이 찾을 수있는 모든 진주에 대해 Humans 101이라고 할 수도 있습니다. Tobias가 Influence를 그가 읽은 가장 영향력있는 (말장난 의도) 책으로 기억하는 것은 놀라운 일이 아닙니다.

Tobias는 10 대 시절을 "인간이 아닌 컴퓨터"로 보냈고 그의 아내는 종종 그를 "인간 상태로의 이민자"라고 부릅니다.

그가 말했듯이 Influence는

“… 당신이 상상할 수있는 가장 놀라운 책입니다. 본질적으로 인간이 결함이 있고 쉽게 영향을받는 모든 방법을 알려주기 때문입니다.”



Andrew Grove의 "고출력 관리"
Tobias는 High Output Management를 비 기업가를위한 완벽한 책이라고 설명합니다. 비즈니스 세계를 기본 원칙으로 단순화하는 책.

책에서 저자는 관리자가되는 것과 웨이터가되는 것을 비교합니다. 웨이터는 지속적으로 작업의 우선 순위를 정해야합니다. 방금 들어온 커플에게 메뉴를 가져 오나요? 아니면 주방에서 벌써 3 분 동안 기다리던 삶은 달걀을 제공하나요?

그는 다음과 같은 5 가지 핵심 성과 지표를 제공하면서 은유를 계속합니다.

판매 예측은 오늘 몇 명의 고객에게 서비스를 제공 할 예정입니까? 이는 고객 만족을 유지하기 위해 얼마나 많은 직원과 재고가 필요한지에 직접적인 영향을 미칩니다.
재고 수준은 주시해야 할 명백한 매개 변수처럼 보이지만 경험이 부족한 관리자는 너무 자주 잊어 버립니다. 재고 수준을 평가하지 못한 CEO는 주문을 이행하지 못하며, 이는 최악의 고객 경험입니다.
장비의 상태는 생산 장비를 나타냅니다. 웨이터로서 오늘 토스터가 작동하는지 확인 했습니까? 고객은 "당신의 잘못이 아닙니다." 다음에 다른 장소를 선택하기 만하면됩니다.
직원을 추적하려면 인력 지표가 필요합니다. 토스터가 작동하는지 확인하는 것이 관리자의 책임 인 것처럼 오늘 주방 직원이 병에 걸 렸는지 확인해야합니다. 이 경우 긴급 교체가 필요합니다.
품질 지표는 종종 관리자가 잊습니다. 손님이 아침 식사를 좋아했습니까? 다시 올까요? 배우지 못한 기업은 파산하고 Tobias는 실패하지 않고이 교훈을 배웠습니다.

 

첫 판매를하기 전에이 모든 것들이 중요하지 않은 것처럼 보일 수 있습니다. 몇 가지 주문을 받으면 정말 빨리 관리 문제에 부딪 힐 것입니다.

High Output Management는 핵심 비즈니스 개념을 엄격한 논리적 용어로 설명하므로 경력을 결정적으로 한 단계 더 발전시키고 자하는 엔지니어에게 적합합니다.

책을 읽은 후 Tobias는

“… 기본적으로 결국 비즈니스를 만드는 것은 엔지니어링 작업입니다. 제가 엔지니어링을 이해하고 있기 때문에 CEO가되는 것에 대한 모든 것이 저에게 훨씬 덜 두려웠습니다. "



얼마나 많은 책을 읽느냐가 아니라 어떤 책을 읽느냐가 중요합니다.
Tobias의 경우 그는 프로그래밍에 능숙했지만 심리학과 비즈니스 기술이 부족했습니다. 코딩 지식을 심화시키는 대신 그는 아무것도 모르는 삶의 영역에 대해 읽기로 선택했습니다.

결과는 Shopify이며 소개가 필요하지 않습니다.

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