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Fred Perrotta

Hi, I'm Fred Perrotta, the co-founder of Tortuga. Our travel backpacks help you pack everything you need for your next big trip. 🐢🎒

I also co-own Desert Gold, an Airbnb in Joshua Tree, California. 🌵

On this site, I write about running a bootstrapped and remote ecommerce business.

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Featured Posts

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The Kernel of Good Strategy

Good strategy starts with a diagnosis, is framed by a guiding policy, and ends with a set of coherent actions.

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Goal-Oriented Communication

Goal-oriented communication is saying the "what" and letting someone else figure out the "how." This style defines a leader, rather than a manager.

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How to Get an Interview (from a CEO Who Read 778 Resumes Last Month)

When you're applying for a job, know your audience and tell them how you will make their life easier.

Recent Posts

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Strategy Should Hurt

“A strategy should hurt.” The trade-offs—where you invest time and resources and where you don’t—should be painful and disappointing, either internally or to your customers. There’s no such thing as a strong strategy that prioritizes everything at once. —Scaling People: Tactics for Management and Company Building

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Focus Over Compromise

[Good strategies] emphasize focus over compromise. They focus on one aspect of the situation, not trying to be all things to all people. —Good Strategy/Bad Strategy by Richard Rumelt A good strategy is single-minded. The whole point of a strategy is to focus your time and money so that

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Products for Normies, Products for Sickos

Some products are made to have a perfect balance of features. They are "good enough" for "most people." A milquetoast Wirecutter pick. Those are products for "normies." But some products are made for the extremes, the edges. Those are products for sickos. (As a