Getting Real
A productivity and product development philosophy by 37signals that emphasizes skipping non-essential planning and building the real thing. The framework advocates for less mass, fewer features, and staying small and agile.
Last updated: 2026-03-15 10:26
Overview
Getting Real is a business and software development philosophy by 37signals (the company behind Basecamp and HEY). The book details the business, design, programming, and marketing principles of 37signals, packed with keep-it-simple insights, contrarian points of view, and unconventional approaches to software design and project management.
Core Philosophy
Getting Real is about skipping all the stuff that represents real (charts, graphs, boxes, arrows, schematics etc) and actually building the real thing.
Build Less
Getting Real is less:
- Less mass
- Less software
- Less features
- Less paperwork
- Less of everything that's not essential
It's about staying small and being agile, delivering just what customers need and eliminating anything they don't.
Key Principles
1. Underdo Your Competition
Do less than your competitors to beat them:
- Less features
- Less options/preferences
- Less people and corporate structure
- Less meetings and abstractions
- Less promises
2. Fix Time and Budget, Flex Scope
Keep them fixed and scale the scope down. Never throw good time after bad work.
3. Start with No
Every new feature request should meet a "no" first. Each time you say yes to a feature, you're adopting a child that needs to be supported, maintained, and defended.
4. Build Half a Product, Not a Half-Assed Product
Sacrifice some of your darling features to make the half you build is great.
5. It's a Problem When It's a Problem
Don't waste time on problems you don't have yet. Optimize for now and deal with problems when they actually occur.
6. Hire the Right Customers
You can't please everyone, and you shouldn't try. Focus on your ideal customers and ignore feature requests from people who aren't your target audience.
7. Scale Later
Don't design for a scale problem you don't have. Start small and scale when you actually need to.
8. Make Opinionated Software
The best software has a vision. It's clear about what it does and what it doesn't do.
Application to Time Management
While Getting Real was originally about software development, its principles apply to time management and productivity:
Reduce Commitments
- Say no to most requests
- Keep your calendar light
- Focus on what truly matters
Eliminate Overhead
- Reduce unnecessary meetings
- Cut down on planning and documentation
- Skip processes that don't add value
Prioritize Ruthlessly
- Build less, but better
- Focus on the essential
- Let non-critical tasks drop
Work Simply
- Use simple tools
- Avoid overengineering your systems
- Start with the minimum and add only when necessary
Implementation Guidelines
For Projects
- Start with the interface: Build what users will actually interact with first
- Iterate quickly: Get something working fast, then improve it
- Ignore details early on: Polish later, functionality first
- Manage debt: Be willing to go back and fix early decisions
- Embrace constraints: Limitations force creativity and focus
For Teams
- Stay small: Small teams move faster and communicate better
- Hire later: Do as much as you can with as few people as possible
- Keep meetings short: If a meeting must happen, keep it brief and focused
- Write it down: Use written communication to reduce meetings
- Work remotely: Let people work where they're most productive
For Daily Work
- Do the simplest thing that works
- Deliver working solutions quickly
- Get feedback early and often
- Reduce work in progress
- Question every feature, meeting, and process
Key Takeaways
- Simplicity wins: The simpler solution is usually the better one
- Focus creates value: Doing less, but better, beats doing everything mediocrely
- Real beats perfect: Shipping something real is better than planning something perfect
- Constraints breed creativity: Limitations force innovative solutions
- Less is possible: You can achieve more by doing and having less
Availability
The full "Getting Real" book is available as a free PDF download by signing up for the Basecamp newsletter. It's also available for purchase in physical form.
Related 37signals Resources
37signals has published several other books expanding on these philosophies:
- Rework: Further distillation of unconventional business wisdom
- Remote: How to work remotely effectively
- It Doesn't Have to Be Crazy at Work: Building calm companies
Impact
Since its release, Getting Real has influenced countless startups and teams to:
- Question conventional wisdom about product development
- Embrace simplicity and constraints
- Focus on shipping real products rather than endless planning
- Say no more often
- Build smaller, more focused teams and products
The principles remain highly relevant for modern product development, project management, and personal productivity.
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