The Post-post-Modern Startup (there should be a French term for this)

Ashil and I worked together, closely together, for four months before we met in person. Four! During that timespan

  • my niece was born

  • we renamed the company
  • BIG renaming exercise

  • we designed and sold over 8000 watches
  • Some colorful Mods

  • I suffered two bulging discs (old man…)
  • Bad back; great fashion

  • you probably watched some cool movies
  • Enjoy

Our first meeting involved my picking up Ashil and his wife Sejal at the airport and then going to In-and-Out (the west coast version of “McDonald’s”). They were in town for his big 3-0 (and went to see the 49ers play).

That, my friends, is modern entrepreneurship.

(by the way, it took a few more months before we had a proper face-to-face work meeting. Hijinx ensues)





  1. Interesting point of view. Wondering what you think of it’s implication on society as a whole though? There are times when things like this begin to have global expansion and frustration. I’ll check back to see what you have to say.

    • Aaron says:

      Thanks for commenting! I’m by no means a philosopher-king when it comes to topics like this… the key in my mind is still focusing on creating a strong culture and a team that shares its mission. There will be ups-and-downs (the “frustration” you mention) on any team, whether colleagues sit next to each other or can only “meet” over the phone. But I really believe that if you a) build a team interesting and interested people who care about each other b) create a mission that everyone believes in, it doesn’t matter where your team sits. Of course, I don’t know how scalable this is (maybe look at Zappos or Threadless or 37 signals for larger companies with great cultures. The other side – the interesting and interested piece – is what gets me excited. If you build a team only around people who are great at their jobs (but have no interest in each other), then you’re building a transaction-based team. That sounds awful to me… I want to work with people who care about each other’s goals.

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