You know how occasionally you remember things from your childhood which seem fairly mundane but end up being a moment of inspiration and, sometimes, an epiphany. I get these things all the time and I guess it just helps me appreciate my childhood even more.
Back in the late 70s and early 80s, when I was 4-5 years old and my memories were just starting to really stick with me, we were living in the inner city of Buffalo. The neighborhood is tragically drug-ridden today, and it wasn’t a fantastic neighborhood then either. It was inner city. My father grew up on those streets in the Lovejoy neighborhood as a brawler of sorts. Fighting was the problem, not drugs. How times change. But I digress.
One of the memories I remember from those days is the milk machine. This milk machine is an oddity these days. No one buys milk from milk machines and, I’ll be honest, I have no real idea why we did either. But there was a milk machine at the corner of Longnecker St and Lovejoy St and we went to buy our milk there quite often.
Considering there was a Wilson Farms (similar to 7-11) right there as well, one can only assume that mom chose to buy the milk from the machine because it was a better quality or offered a better value.
Which brings me in a long-winded way to my point. Whoever the hell owned that milk machine didn’t exactly have a huge demographic. It was basically people who could walk to it and chose to walk to it instead of Wilson Farms. I’m sure he wasn’t getting rich off the milk machine. But he was serving a very targeted audience and doing so in such a way that wasn’t trying to take over the world and be everything.
If you’ve got a startup… if you’ve got a venture… do not try to be everything to everyone. It just doesn’t work. Know your audience and what makes them tick. Figure out exactly who you’re serving and stay on track. Especially in early stages, venturing outside of the laser-like target is an expensive proposition, especially in the early stages.
Make your milk and make it good and find the machine that earns you money.
Since I moved to Austin, I have been very coy about what I’ve been up to. There’s a reason for that and today I can tell you all about it. Especially since my good friend Marshall over at ReadWriteWeb already has. :-)
It was very interesting. Back in May, my friend Pete Jackson, who works for Intridea, started making a point of introducing me over to Twitter to one of his friends in whatever city I happened to be travelling in at that moment.
It was in this way that I met Sean Cook, the manager of mobile integrations at Twitter in San Francisco and, when I was in Austin visiting in May, he made sure that I met Aaron Scruggs of Other Inbox who has since become a pretty good friend.
It was after that meeting with Scruggs in May that he connected me to one of the smartest guys I’ve ever met, Jason Cohen. Jason is one of the two founding partners at Capital Thought, an Austin-based incubator. Jason has also built several companies and parlayed two of those into healthy exits. I’ve come to have a tremendous amount of respect for his technical and business savvy.
Jason described to me the concept for a business that he was working on along with Cullen Wilson. A premium, WordPress platform that would cater specifically to the customers who want to make sure their blog is always taken care of from a maintenance and upgrade perspective, but also would offer significant value adds that nobody else is providing in a WordPress-optimized environment.
I’ll get to what all those buzzwords mean in a minute. Stick with me.
We started talking about me joining up with them to take this idea to the bank. Shortly after moving down here to Austin, I joined the team and we’ve been working hard over the last couple months to get to the point where we could reliably take on new customers and talk about our idea publicly.
Today is that day.
So, you’re still probably wondering what the hell WP Engine is and why it’s important, right?
Let’s talk security for a minute. There have been significant security “incidents” in recent months. Most people on the outside simply see “WordPress hacked! WordPress hacked!” – I’m looking at you Chris Brogan, Robert Scoble and Frank Gruber (Techcocktail). In the WordPress community, we know the real issues in these cases were not WordPress but the hosts that the blogs were on. Still, people saw WordPress hacked.
We take this very seriously and have partnered with a provider that has multiple levels of security including Intrusion Detection Systems (IDS) outside of our boxes. We have gone to great lengths to keep our customers connecting to us in very secure ways and keep a close eye on the activity happening on our boxes. This is all very important because if an attacker could get through our outside defenses, chances are they couldn’t do anything malicious without us knowing about it.
Our infrastructure is also built with optimization and blazing, fast speed as a core expectation and deliverable. We don’t overload servers and have the means to see potential performance problems before they arrive. With our dual nginx-apache server configuration, we are able to handle sustained high-volume traffic as well as spikes that are the pain point for WordPress bloggers who suddenly get a story featured on a prominent site.
For the people who claim WordPress doesn’t scale… I call bullshit. We believe we know exactly how to make WordPress scale.
But we’re not just a hosting company. If we were that, we would be our competitors. We are also working on additional features such as “Curated Plugins” which are plugins that are entirely open source, that are popular or in demand from our customers and have been vetted from a security standpoint. These are plugins that we support 100%. This does not preclude customers from using other non-supported plugins, and we don’t dictate what bloggers can have on their blog as some of the other hosted WordPress solutions do. We just say, “Hey, if you use one of these, we’re gonna have your back”.
Other things that make WP Engine different:
3 Smart guys supporting customers personally
A “Staging” area for one-click deployments and testing
We give back to the community. In fact, I made sure that I could work on the WordPress open source project, write the second edition of my book, and that much of our work will be returned to the community. Code is a commodity. The people and service behind the code is not.
We are not perfect yet, nor do we claim to be. We are a young company and have hundreds of things still to do and hopefully learn from. We are in an “invite only” mode at this time as much of the stuff we are doing and want to do is still not ready. But we are open for business and taking customers. And for $50/mo 1 for a dedicated WordPress environment that has optimization, speed and security plus the flexibility of you doing your own thing with a safety net… it’s a steal, really.
A few years ago, I wrote a post called Doers and Talkers where I profiled two types of people in the technology space: Those who have ideas and are visionaries (or talkers) and those who implement those ideas on behalf of others (the doers).
I looked back at that post and realized that, while correct, it was a bit simplistic. In fact, in a world filled with shades of grey, there are more than just doers and talkers.
In review, talkers tend to be the ideas people. They have great ideas, whether in technology, business or just life in general. They see big pictures and tend to have lofty goals. They think quick and often take steps to see their visions implemented, often times without thinking about ramifications and potential pitfalls.
Talkers benefit from irrational thinking. They look at the impossible and, in their own minds, they don’t think it’s impossible. They see limitations as challenges and tend to think that road blocks are only minor inconveniences.
These are the CEOs and founders of the world. These are the people like Steve Jobs of Apple who say, “Phones shouldn’t be this limiting. I should be able to use my natural senses and behaviors to make the phone do what I expect it to do.” Thus, the iPhone was invented with a touch screen interface and technologies like the accelerometer that allow manipulation of the device through natural movement.
Doers, on the other hand, tend to not allow creative thinking. In fact, they tend not to be creative people. They are analytical, engineering types that look at data and extrapolate results based on that data. Doers, in the software world, are the engineers who are handed a list of specs, a timeline and budget, and are told to go and execute.
These people thrive on structure and expectations. They like to know what’s expected and, when they know, are exceptional at delivering results. Doers abhor irrational behavior and approach problems from a perspective of frameworks and architecture. They don’t venture outside their tent posts and, by doing so, are the necessary ingredient for Talkers to see their visions executed.
There really are shades in the middle, however, that are a rare breed. It’s the people in the middle, who both have the business savvy to see big pictures and allow for some degree of dreaming, yet have a firm understanding of expectations and roadmaps that make them so valuable.
See, doers rarely engage with the talkers in providing context or realistic expectation for proposals. Doers don’t really want that role. Doers get into trouble because they don’t know how to speak the language of the talkers. They don’t have the confidence, perhaps, or the desire to take a project and drive a sense of reality into a proposal. That’s above their pay grade, in their minds.
Meanwhile, talkers have an inherent nature, generally, that precludes outside input in decisions. Therefore, they don’t ask, or perhaps even think to ask, the doers for input. They create the business plans and monetization strategies, but rarely think about the implementation. By doing so, they often overlook problems that might be incurred. Talkers are usually distant from the details of the project and so, they tend to miss the detailed tactical decision making process that is employed by the doer.
Finding that personality who has the business understanding to see a 50,000 foot view, interface with management to guide a decisions in a productive manner and who also has the background and understanding to talk to the doers and collect their input is a rare, but important breed. These people should be hired immediately. Create a position if necessary but don’t let them escape.
These types of personalities tend to be excellent product managers and, in a technical environment, can really steer a product in a productive direction.
For what it’s worth, Google has instituted, for many years now, 20% time. This is the policy that states that every Google employee, regardless of role or position, is allowed 20% of their work week to work on any project that they want to. Allowing the doers, talkers and that happy middle the opportunity to be creative, to be structured and to foster ideas, has resulted in many Google Labs projects.
Notably, some of the best Google products used today, have come out of 20% time projects: Gmail, Google News and Google Reader. Additionally, many features (such as keyboard shortcuts in a variety of Google products) have also been added to existing Google products as a result of 20% time. There is even a blind engineer who created Google’s Accessible Search product.
While doers are important, and talkers are important, finding a way to foster open communication and understanding between them is essential for innovation.