Joel Gascoigne

Startups, life, learning and happiness

I'm Founder & CEO of Buffer. This is where I share lessons I'm learning.

Expert of nothing

Written on 11th February, 2013
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One of the most interesting and simultaneously challenging realizations I’ve had is that as a founder, especially the CEO, you essentially have chosen to never become an expert of anything. Oh, and if you don’t embrace that reality, it’s probably going to affect your likelihood of success.

Danielle Morrill wrote that there are a handful of roles that she became very good at, yet she no longer cares to play. As she continues her fascinating journey with Referly, I feel I can relate to a lot of what she’s going through, from my experience with Buffer.

Huh - I was a coder?

It’s crazy. I haven’t coded more than a day every two weeks for over six months now, and I haven’t coded at all for the last two. If I look back at the whole of the last year, I wasn’t coding, I was doing a bunch of other things. Important things.

Yet, looking back at my life and my identity, it’s largely been defined by programming. It was such a core part of who I was. I learned to code when I was 12, I was a freelance developer and I did Computer Science. So it feels odd that in just a year, I can be so distant from it. And that’s exactly how I need to feel. That’s what needs to happen for Buffer, and it’s what will help me grow the most, personally.

Repeatedly firing myself

If you’re a founding CEO, I believe that you are doing your company a disservice if you don’t fire yourself from your skill position.
- Joe Kraus

For much of the first year, I was coding. I did whatever was needed to build the product, from design and front-end work to back-end and server admin. Then, we started looking for investment and everything changed. I had to learn how to pitch investors, how to describe our traction. Then I had to work with Leo to learn how to get press. We got into AngelPad and Tom immediately joined us. That was when I first fired myself. I was no longer the main coder, Tom took over and gradually all of my code was touched and improved in some way by Tom.

That was a shock for me, to let go of my main thing. I got over it, and found a joy in the immense personal learning and growth of Buffer which we found as a result of my doing all these other things.

A few months later, we realized the power of mobile for Buffer. I jumped in and learned to code Android, just enough to build a decent version of Buffer for Android. It was hard, I was stuck almost every day with a new challenge in Java. Then, just as I found my feet and gained confidence in the coding, I knew how truly fundamental mobile will be for us, so I knew I needed to hire someone to do it full-time. Sunil joined us and I gradually reduced my involvement in Android development. I never became an expert, then I fired myself and we found someone else.

Feeling lost, and getting used to it

Being an expert of nothing is draining, and something I never anticipated. There is a lot to do, and you don’t really know how to do any of it. On top of that, you’re supposed to be the leader, to know everything. You’re meant to be the expert that everyone can look to. They’re counting on you.

It’s pretty hard at times, if I’m totally frank. There are days when I wonder what it is I even do anymore. Everything used to be so tangible - I would write a line of code, and it would do something for me. These days, there are these fluffy things like culture (and it’s so important), and I have to direct product and hire new people. I have to manage much of the team, and talk with investors. I truly have no idea what I’m doing - I have zero previous experience of hiring, or managing people, or being a product manager.

Every day I’m an expert of nothing. And just when I finally start to feel like I know how this role works, and the activities I need to do? That’s exactly the point when I need to hire someone to replace myself, so I can move onto the next thing I have no idea how to do.

I’m starting to find a kind of peace and comfort in this place now. I quite like it. It is a real privilege to be able to experience it.

Photo credit: Daniel Novta

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