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Overview

Getting Real is a business and software development philosophy by 37signals (the company behind Basecamp and HEY). The book details the business, design, programming, and marketing principles of 37signals, packed with keep-it-simple insights, contrarian points of view, and unconventional approaches to software design and project management.

Core Philosophy

Getting Real is about skipping all the stuff that represents real (charts, graphs, boxes, arrows, schematics etc) and actually building the real thing.

Build Less

Getting Real is less:

  • Less mass
  • Less software
  • Less features
  • Less paperwork
  • Less of everything that's not essential

It's about staying small and being agile, delivering just what customers need and eliminating anything they don't.

Key Principles

1. Underdo Your Competition

Do less than your competitors to beat them:

  • Less features
  • Less options/preferences
  • Less people and corporate structure
  • Less meetings and abstractions
  • Less promises

2. Fix Time and Budget, Flex Scope

Keep them fixed and scale the scope down. Never throw good time after bad work.

3. Start with No

Every new feature request should meet a "no" first. Each time you say yes to a feature, you're adopting a child that needs to be supported, maintained, and defended.

4. Build Half a Product, Not a Half-Assed Product

Sacrifice some of your darling features to make the half you build is great.

5. It's a Problem When It's a Problem

Don't waste time on problems you don't have yet. Optimize for now and deal with problems when they actually occur.

6. Hire the Right Customers

You can't please everyone, and you shouldn't try. Focus on your ideal customers and ignore feature requests from people who aren't your target audience.

7. Scale Later

Don't design for a scale problem you don't have. Start small and scale when you actually need to.

8. Make Opinionated Software

The best software has a vision. It's clear about what it does and what it doesn't do.

Application to Time Management

While Getting Real was originally about software development, its principles apply to time management and productivity:

Reduce Commitments

  • Say no to most requests
  • Keep your calendar light
  • Focus on what truly matters

Eliminate Overhead

  • Reduce unnecessary meetings
  • Cut down on planning and documentation
  • Skip processes that don't add value

Prioritize Ruthlessly

  • Build less, but better
  • Focus on the essential
  • Let non-critical tasks drop

Work Simply

  • Use simple tools
  • Avoid overengineering your systems
  • Start with the minimum and add only when necessary

Implementation Guidelines

For Projects

  1. Start with the interface: Build what users will actually interact with first
  2. Iterate quickly: Get something working fast, then improve it
  3. Ignore details early on: Polish later, functionality first
  4. Manage debt: Be willing to go back and fix early decisions
  5. Embrace constraints: Limitations force creativity and focus

For Teams

  1. Stay small: Small teams move faster and communicate better
  2. Hire later: Do as much as you can with as few people as possible
  3. Keep meetings short: If a meeting must happen, keep it brief and focused
  4. Write it down: Use written communication to reduce meetings
  5. Work remotely: Let people work where they're most productive

For Daily Work

  1. Do the simplest thing that works
  2. Deliver working solutions quickly
  3. Get feedback early and often
  4. Reduce work in progress
  5. Question every feature, meeting, and process

Key Takeaways

  • Simplicity wins: The simpler solution is usually the better one
  • Focus creates value: Doing less, but better, beats doing everything mediocrely
  • Real beats perfect: Shipping something real is better than planning something perfect
  • Constraints breed creativity: Limitations force innovative solutions
  • Less is possible: You can achieve more by doing and having less

Availability

The full "Getting Real" book is available as a free PDF download by signing up for the Basecamp newsletter. It's also available for purchase in physical form.

Related 37signals Resources

37signals has published several other books expanding on these philosophies:

  • Rework: Further distillation of unconventional business wisdom
  • Remote: How to work remotely effectively
  • It Doesn't Have to Be Crazy at Work: Building calm companies

Impact

Since its release, Getting Real has influenced countless startups and teams to:

  • Question conventional wisdom about product development
  • Embrace simplicity and constraints
  • Focus on shipping real products rather than endless planning
  • Say no more often
  • Build smaller, more focused teams and products

The principles remain highly relevant for modern product development, project management, and personal productivity.