Be special

For obvious reasons, entrepreneurs tend to embrace innovation. Not only does it not matter to them that “this is the way things have always been done” – anything that is seemingly set in stone presents an opportunity to break new ground.

But there is a time and a place for innovation – and a time and a place for doing what everyone else is doing.

Originality at all costs can really backfire when you extend it to incorporating an unusual kind of entity, experimenting with hyper-creative investment terms and employee option schemes, or spending money you don’t have on building a custom backend solution when Shopify would do. Just because “we’re not like everyone else”.

Having seen this trap play out a few times, I try to be extra mindful with big decisions, and ask myself – is this the time to be special, or is this the time to follow the herd?

There are a whole lot of un-special things about Tiny CFO. It’s a standard UK limited company, the website runs on Kajabi, the accounting runs on Xero, I talk to my customers all the time just like YC recommends. Yawn.

But where being special makes sense is in the areas that are a part of your USP. I believe that entrepreneurial finance can be fun and easy and enjoyable, and – having fallen asleep on top of many corporate finance textbooks in the past – I shrug off anyone who says I need to make it dead serious.

What makes you special?

Love and cash flow,


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