Greg Mckeown - Essentialism: The Disciplined Pursuit of Less

Copyright 2014 by Greg McKeown

All rights reserved.
Published in the United States by Crown Business, an imprint of the Crown Publishing Group, a division of Random House LLC, a Penguin Random House Company, New York. www.crownpublishing.com

CROWN BUSINESS is a trademark and CROWN and the Rising Sun colophon are registered trademarks of Random House LLC.

Library of Congress Cataloging-in-Publication Data
McKeown, Greg
pages cm
1. Choice (Psychology) 2. Decision making. 3. Essentialism
BF611.M455 2014
153.8/3 2012001733

ISBN 978-0-8041-3738-6
eBook ISBN 978-0-8041-3739-3

Illustrations and jacket design by Amy Hayes Stellhorn and her team at Big Monocle in collaboration with Maria Elias.

v3.1

T HE WISDOM OF LIFE CONSISTS IN THE ELIMINATION OF NON-ESSENTIALS .

Lin Yutang

Sam Elliot is a capable executive in Silicon Valley who found himself stretched too thin after his company was acquired by a larger, bureaucratic business.

He was in earnest about being a good citizen in his new role so he said yes to many requests without really thinking about it. But as a result he would spend the whole day rushing from one meeting and conference call to another trying to please everyone and get it all done. His stress went up as the quality of his work went down. It was like he was majoring in minor activities and as a result, his work became unsatisfying for him and frustrating for the people he was trying so hard to please.

In the midst of his frustration the company came to him and offered him an early retirement package. But he was in his early 50s and had no interest in completely retiring. He thought briefly about starting a consulting company doing what he was already doing. He even thought of selling his services back to his employer as a consultant. But none of these options seemed that appealing. So he went to speak with a mentor who gave him surprising advice: Stay, but do what you would as a consultant and nothing else. And dont tell anyone. In other words, his mentor was advising him to do only those things that he deemed essentialand ignore everything else that was asked of him.

The executive followed the advice! He made a daily commitment towards cutting out the red tape. He began saying no.

He was tentative at first. He would evaluate requests based on the timid criteria, Can I actually fulfill this request, given the time and resources I have? If the answer was no then he would refuse the request. He was pleasantly surprised to find that while people would at first look a little disappointed, they seemed to respect his honesty.

Encouraged by his small wins he pushed back a bit more. Now when a request would come in he would pause and evaluate the request against a tougher criteria: Is this the very most important thing I should be doing with my time and resources right now?

If he couldnt answer a definitive yes, then he would refuse the request. And once again to his delight, while his colleagues might initially seem disappointed, they soon began to respect him more for his refusal, not less.

Emboldened, he began to apply this selective criteria to everything, not just direct requests. In his past life he would always volunteer for presentations or assignments that came up last minute; now he found a way to not sign up for them. He used to be one of the first to jump in on an e-mail trail, but now he just stepped back and let others jump in. He stopped attending conference calls that he only had a couple of minutes of interest in. He stopped sitting in on the weekly update call because he didnt need the information. He stopped attending meetings on his calendar if he didnt have a direct contribution to make. He explained to me, Just because I was invited didnt seem a good enough reason to attend.

It felt self-indulgent at first. But by being selective he bought himself space, and in that space he found creative freedom. He could concentrate his efforts on one project at a time. He could plan thoroughly. He could anticipate roadblocks and start to remove obstacles. Instead of spinning his wheels trying to get everything done, he could get the right things done. His newfound commitment to doing only the things that were truly importantand eliminating everything elserestored the quality of his work. Instead of making just a millimeter of progress in a million directions he began to generate tremendous momentum towards accomplishing the things that were truly vital.

He continued this for several months. He immediately found that he not only got more of his day back at work, in the evenings he got even more time back at home. He said, I got back my family life! I can go home at a decent time. Now instead of being a slave to his phone he shuts it down. He goes to the gym. He goes out to eat with his wife.

To his great surprise, there were no negative repercussions to his experiment. His manager didnt chastise him. His colleagues didnt resent him. Quite the opposite; because he was left only with projects that were meaningful to him and actually valuable to the company, they began to respect and value his work more than ever. His work became fulfilling again. His performance ratings went up. He ended up with one of the largest bonuses of his career!

In this example is the basic value proposition of Essentialism: only once you give yourself permission to stop trying to do it all, to stop saying yes to everyone, can you make your highest contribution towards the things that really matter.

What about you? How many times have you reacted to a request by saying yes without really thinking about it? How many times have you resented committing to do something and wondered, Why did I sign up for this? How often do you say yes simply to please? Or to avoid trouble? Or because yes had just become your default response?

Now let me ask you this: Have you ever found yourself stretched too thin? Have you ever felt both overworked and underutilized? Have you ever found yourself majoring in minor activities? Do you ever feel busy but not productive? Like youre always in motion, but never getting anywhere?

If you answered yes to any of these, the way out is the way of the Essentialist.

Dieter Rams was the lead designer at Braun for many years. He is driven by the idea that almost everything is noise. He believes very few things are essential. His job is to filter through that noise until he gets to the essence. For example, as a young twenty-four-year-old at the company he was asked to collaborate on a record player. The norm at the time was to cover the turntable in a solid wooden lid or even to incorporate the player into a piece of living room furniture. Instead, he and his team removed the clutter and designed a player with a clear plastic cover on the top and nothing more. It was the first time such a design had been used, and it was so revolutionary people worried it might bankrupt the company because nobody would buy it. It took courage, as it always does, to eliminate the nonessential. By the sixties this aesthetic started to gain traction. In time it became the design every other record player followed.

Dieters design criteria can be summarized by a characteristically succinct principle, captured in just three German words: