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appeal of the restaurant. Instead it makes for crappy food (and creates inventory headaches).
    That’s why Ramsay’s first step is nearly always to trim the menu, usually from thirty-plus dishes to around ten. Think about that. Improving the current menu doesn’t come first. Trimming it down comes first. Then he polishes what’s left.
    When things aren’t working, the natural inclination is to throw more at the problem. More people, time, and money. All that ends up doing is making the problem bigger. The right way to go is the opposite direction: Cut back.
    So do less. Your project won’t suffer nearly as much as you fear. In fact, there’s a good chance it’ll end up even better. You’ll be forced to make tough calls and sort out what truly matters.
    If you start pushing back deadlines and increasing your budget, you’ll never stop.

Focus on what won’t change
    A lot of companies focus on the next big thing. They latch on to what’s hot and new. They follow the latest trends and technology.
    That’s a fool’s path. You start focusing on fashion instead of substance. You start paying attention to things that are constantly changing instead of things that last.
    The core of your business should be built around things that won’t change. Things that people are going to want today
and
ten years from now. Those are the things you should invest in.
    Amazon.com focuses on fast (or free) shipping, great selection, friendly return policies, and affordable prices. These things will always be in high demand.
    Japanese automakers also focus on core principles that don’t change: reliability, affordability, and practicality. People wanted those things thirty years ago, they want them today, and they’ll want them thirty years from now.
    For 37signals, things like speed, simplicity, ease of use, and clarity are our focus. Those are timeless desires. People aren’t going to wake up in ten years and say, “Man, I wish software was harder to use.” They won’t say, “I wish this application was slower.”
    Remember, fashion fades away. When you focus on
permanent
features, you’re in bed with things that never go out of style.

     
Tone is in your fingers
    Guitar gurus say, “Tone is in your fingers.” You can buy the same guitar, effects pedals, and amplifier that Eddie Van Halen uses. But when you play that rig, it’s still going to sound like you.
    Likewise, Eddie could plug into a crappy Strat/Pignose setup at a pawn shop, and you’d still be able to recognize that it’s Eddie Van Halen playing. Fancy gear can help, but the truth is your tone comes from you.
    It’s tempting for people to obsess over tools instead of what they’re going to do with those tools. You know the type: Designers who use an avalanche of funky typefaces and fancy Photoshop filters but don’t have anything to say. Amateur photographers who want to debate film versus digital endlessly instead of focusing on what actually makes a photograph great.
    Many amateur golfers think they need expensive clubs. But it’s the swing that matters, not the club. Give Tiger Woods a set of cheap clubs and he’ll still destroy you.
    People use equipment as a crutch. They don’t want to put in the hours on the driving range so they spend a ton in the pro shop. They’re looking for a shortcut. But you just don’t need the best gear in the world to be good. And you definitely don’t need it to get started.
    In business, too many people obsess over tools, software tricks, scaling issues, fancy office space, lavish furniture, and other frivolities instead of what really matters. And what really matters is how to actually get customers and make money.
    You also see it in people who want to blog, podcast, or shoot videos for their business but get hung up on which tools to use. The content is what matters. You can spend tons on fancy equipment, but if you’ve got nothing to say … well, you’ve got nothing to say.
    Use whatever you’ve got already