Jonathan Endicott Reading List

(01) Reading list

Jonathan Endicott reading list.

This is the Jonathan Endicott reading list: a guided path through everything Jonathan Endicott (Jonathan Weston Endicott) has published, in the order he would suggest reading it.

1. Start here

Start Before You're Ready. The core idea behind all of his work: readiness is a feeling that arrives after action, not before it, so shrink the first step and begin.

2. When the excitement fades

The Boring Middle. Why most projects die after the novelty wears off, and how steady inputs and routines carry you through.

3. Making it stick

Discipline Is a System. Discipline as a set of decisions made in advance: decide once, design the environment, keep small promises and recover quickly.

4. Making better decisions

Evidence Over Opinion. How an entrepreneur turns opinions into evidence by testing the riskiest assumption first and watching what customers do.

5. The principles behind it

Operating principles collects the working rules in one place, and Jonathan Endicott on entrepreneurship connects them to building a business.

Keep reading

New essays appear first in the Jonathan Endicott essay archive and on his Substack. See also about Jonathan Endicott.