The Anti-Goal Manifesto

It is not enough to do what you love. You need to figure out what you don't want to do

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The Anti-Goal Manifesto: Wilkinson and Sivers

Andrew Wilkinson is the co-founder of Tiny Capital, a holding company that acquires, builds, and invests in small, profitable businesses, embodies Wilkinson's investment philosophy. He seeks out what he calls "boring but beautiful" businesses – companies that may not grab headlines but offer solid, sustainable growth. This strategy has led to the acquisition of around 40 companies, including well-known brands like AeroPress and Dribbble. He is also the co-founder and chairman of WeCommerce, a holding company that starts, buys, and invests in the world’s top Shopify businesses.

At the heart of Wilkinson's philosophy lies the concept of "anti-goals," a strategy that turns traditional goal-setting on its head. Rather than focusing on what he wants to achieve, Wilkinson concentrates on what he wants to avoid. This approach, inspired by Charlie Munger's principle of inversion, has become the cornerstone of Wilkinson's professional life.