Rework

‫قشم‬ ‫آرین‬ ‫داتیس‬ ‫افزاری‬‫نرم‬ ‫شرکت‬
1

REWORK
‫کنیم‬ ‫کار‬ ‫متفاوت‬ ‫چگونه‬
‫ما‬ ‫دی‬01394
‫وجدانی‬ ‫عیسی‬issavejdani@
‫کیفیت‬ ‫تضمین‬ ‫واحد‬

3

4
David Heinmeier Hansson
DHH
Jason Fried
1999
2014

5
37signals.com/manifesto

37signals manifest
• <blink>12:00</blink>
Most people can't even figure out how to program their VCR. So how are they supposed to
figure out the "cutting-edge" technology that so many major sites impose on people? A:
They won't.
The web gives people an omnipresent exit door and they won't hesitate to use it. If your
business depends on your site, you better be damn sure it's easy for people to use your site
and find what they're looking for. We'll help you.
• 37signals is a company of refugees.
We've worked for the big guys (Agency.com, Disney Online, Organic Online, THINK New
Ideas, Quokka Sports, among others) and left because we felt we could do better.
Now it's our turn.
• My Cousin's Buddy is a Web Designer
Then let him do it.
The money you save by using your cousin's buddy is nothing compared with the cost in time
and money required to undo his mistakes.
6

‫ارائه‬ ‫این‬ ‫از‬ ‫هدف‬
•‫هست‬ ‫کردن‬ ‫کار‬ ‫برای‬ ‫هم‬ ‫دیگری‬ ‫های‬ ‫راه‬ ‫بفهمیم‬ ‫که‬ ‫این‬
•‫کنیم‬ ‫پیدا‬ ‫خوبی‬ ‫حس‬ ‫که‬ ‫این‬
•‫بخونیم‬ ‫رو‬ ‫کتاب‬ ‫این‬ ‫و‬ ‫بریم‬ ‫آخراینکه‬ ‫در‬ ‫و‬
7

‫نکته‬ ‫چند‬
•‫است‬ ‫نگاه‬ ‫نوعی‬ ‫صرفا‬ ‫نیست‬ ‫منزل‬ ‫وحی‬ ‫کتاب‬ ‫این‬
•‫مطابقت‬ ‫ما‬ ‫فرهنگ‬ ‫با‬ ‫ممکنه‬ ‫هاش‬ ‫توصیه‬ ‫از‬ ‫بعضی‬
‫باشه‬ ‫نداشته‬
•‫ممکنه‬ ‫کتاب‬ ‫این‬ ‫از‬ ‫شخصی‬ ‫است‬ ‫برداشتی‬ ‫ارائه‬ ‫این‬
‫باشم‬ ‫داشته‬ ‫هم‬ ‫اشتباه‬
8

9
1. First – The new reality
2. Takedowns
3. Go
4. Progress
5. Productivity
6. Competitors
7. Evolution
8. Promotion
9. Hiring
10.Damage control
11.Culture
12.Inspiration is perishable

First

‫تازه‬ ‫واقعیتی‬
11
• The new reality
• This is a different kind of
business book for different kind
of people
• People who feel like they were
born to start
• People stuck in day jobs
• People who’ve never
considered going out on their
own and stating a business

TAKEDOWN
‫ش‬ ‫رایج‬ ‫اشتباه‬ ‫به‬ ‫که‬ ‫اصولی‬‫ده‬

‫کن‬ ‫فراموش‬ ‫را‬ ‫واقعی‬ ‫جهان‬
13
Real World ?!?!?!?!?
The Real World isn’t a
place – It’s an
excuse/justification for
not trying

‫است؟‬ ‫آموزنده‬ ‫همیشه‬ ‫خوردن‬ ‫شکست‬ ‫آیا‬
14
• Learning from mistakes
is overrated
• Learn from your successes
not your failures.
• Evolution doesn’t linger on
past failures, it’s always
building on what works

‫فانتزیه‬ ‫یک‬ ‫فقط‬ ‫مدت‬ ‫بلند‬ ‫ریزی‬ ‫برنامه‬
15
• Plans let the past drive
the future. (Business plan
is a business guess)
• You have the most
information when you are
doing something, not
before you have done it.

‫بش‬ ‫بزرگ‬ ‫باید‬ ‫ها‬ ‫شرکت‬ ‫همه‬ ‫گفته‬ ‫کی‬‫ن؟‬!
16
• Don’t be insecure about
aiming to be a small
business

‫خوبه؟‬ ‫حد‬ ‫از‬ ‫زیاد‬ ‫کار‬!!
17
• Workaholism
• Workaholics aren’t heroes
…
The real hero is already at
home – because she figured
out a faster way to get things
done.

GO
‫کن‬ ‫شروع‬!

‫نکنید‬ ‫معمولی‬ ‫کار‬!!
19
• Make a difference
• do something that matters.

‫کنید‬ ‫حل‬ ‫رو‬ ‫خودتون‬ ‫مشکل‬ ‫اول‬!
20
Make something that you
want to use – when you
solve your own problem you
know exactly what the right
answer is.

‫کنید‬ ‫ساختن‬ ‫به‬ ‫شروع‬
21
• Start making
something
• What you DO is what matters.
Not what you think or say or plan.
• Ideas are cheap and plentiful. The
real question is how well you
execute.

‫است‬ ‫بهانه‬ ‫نداشتن‬ ‫وقت‬!
22
• No time is no
excuse
• There’s always enough time if you
spend it right.
• If you constantly fear about timing
things perfectly, They will never
happen.

‫کنید‬ ‫مشخص‬ ‫رو‬ ‫خودتون‬ ‫بندی‬ ‫مرز‬!
23
• When you don’t know what
you believe, everything
becomes an argument.
• When you stand for
something – decisions
are obvious.
(Eg : Whole foods,
Vinnie’s Sub Shop)

‫کنید‬ ‫عمل‬ ،‫ندید‬ ‫شعار‬!
24
Mission statement
impossible
Standing for something is not about
writing it down – it is about believing
and living it.

‫دا‬ ‫نیاز‬ ‫کنید‬ ‫می‬ ‫فکر‬ ‫آنچه‬ ‫از‬ ‫کمتر‬ ‫به‬‫رید‬!
25

‫نیست‬ ‫بازی‬ ،‫داری‬ ‫شرکت‬!!
26
• Start a business –
Not a startup
• A business without a path to
profit isn’t a business – It’s a
hobby
• You have to turn a profit and be
a real, sustainable business

‫کج‬ ‫معمار‬ ‫نهد‬ ‫چون‬ ‫اول‬ ‫خشت‬
27
• If your whole strategy is
about leaving, chances are
you’re not getting far in the
first place.
• You are emphasizing the
wrong things if you just
build a company to get
acquired

PROGRESS
‫پیشرفت‬

‫است‬ ‫پیشرفت‬ ‫عامل‬ ،‫محدودیت‬
29
Embrace constraints
Constraints are advantages
in disguise – forcing you to
be creative
(Eg: Twitter, Haiku,
Southwest)

‫اس‬ ‫کاره‬ ‫نیمه‬ ‫محصول‬ ‫یک‬ ‫از‬ ‫بهتر‬ ‫خوب‬ ‫نیمه‬ ‫یک‬‫ت‬
30
Build half a product ,
not a half a**ed
product
Cut your ambition in half – you are
better off with a kick-a** half than half-
a** whole. Lots of things gets better by
getting smaller.

‫کن‬ ‫پوشی‬ ‫چشم‬ ‫جزئیات‬ ‫از‬ ،‫شروع‬ ‫هنگام‬ ‫در‬‫ید‬
31
• Ignore the details
early on
• Nail the basics first. The big picture
is all you should be worrying about
at the beginning

‫کردن‬ ‫حذف‬ ‫هنر‬
32
Be a curator
Stick to what is truly essential.
Constantly work to remove, simplify
and streamline. It is all about quality.

‫هستید‬ ‫مهم‬ ‫شما‬ ،‫نیست‬ ‫مهم‬ ‫ابزار‬!
33
• Tone is in your
fingers
• Fancy gear can help, but the
truth is that the tone comes from
you. Content is what matters
Eg : Van Halen, Tiger Woods

‫جانبی‬ ‫محصوالت‬!!
34
• When you make something, you
always make something else.
• Observant and creative business
minds spot these by-products and
see opportunities

PRODUCTIVITY
‫وری‬ ‫بهره‬

‫کنید‬ ‫روشنگری‬!
36
• Illusions of agreement
• Instead of describing what something
looks like, draw it
• Do everything you can to remove
layers of abstraction

‫الزمه؟‬ ‫واقعا‬ ‫آیا‬
37
Reasons to quit
Ensure you are doing work that
matters:
Why are you doing this?
Is this actually useful?
Are you adding value?
Will this change behaviour?
Is there an easier way?
What could you be doing instead?
Is it really worth it?
Don’t throw good time at bad work

‫است‬ ‫وری‬ ‫بهره‬ ‫دشمن‬ ‫وقفه‬ ‫ایجاد‬
38
• Interruption is the
enemy of
productivity
• Night and early
morning is when
work is most
productive.
• The alone zone

‫هستند‬ ‫مسموم‬ ‫جلسات‬
39
• Meetings are toxic
• Set a timer, when it rings – the
meeting is over.
• Invite as few people as possible.
• Have a clear agenda.
• Begin with a specific problem.
• Meet at the site of the problem.
• End with a solution and a person
responsible for implementing it.

‫باش‬ ‫عالی‬ ‫خیلی‬ ‫نیست‬ ‫الزم‬ ‫حتما‬‫د‬
40
• Find a Judo solution: A fix that
delivers maximum impact with
minimum effort.
• Remember you can usually turn
Good Enough into Great later

‫کوچک‬ ‫دلخوشیهای‬
41
• Momentum fuels
motivation – get in the
habit of accomplishing
small victories.
• The longer something
takes, the less likely you
are going to finish it

‫نیاورید‬ ‫در‬ ‫بازی‬ ‫قهرمان‬
42
• If you already spent to
much time on something
that wasn’t worth it. Walk
away.
• You can’t get that time
back. The worst you can
do now is to waste more
time.

‫خوابی‬ ‫کم‬!
43
• Forgoing sleep means you
destroy your creativity,
morale and attitude

‫است‬ ‫نزدن‬ ‫عالمت‬ ‫بزرگ‬ ‫سنگ‬
45
• Long lists collects dust
• Break it down into smaller
lists.

‫بگیرید‬ ‫کوچک‬ ‫های‬ ‫تصمیم‬
46
• Big decisions are hard to make
and even harder to change once
they are made.
• Make decisions that are small
enough so that you are able to
afford change
• Achieve big decisions by making
one small one at a time

COMPETITORS
‫رقبا‬
47

‫نکنید‬ ‫کپی‬
48
• It’s a formula for failure. It
skips understanding.
• Understanding is how you
grow. A copier will never be
able to keep up and
remains in a passive
position.
• Be influenced – but don’t
steal

‫کنید‬ ‫عرضه‬ ‫متفاوت‬ ‫محصولی‬
49
• Decommoditize
Your Product
• Inject what is unique about the
way you think into what your
sell.
• Make it something than no one
else can offer. Competitors can’t
copy the YOU in your product

‫بگردید‬ ‫سر‬ ‫درد‬ ‫دنبال‬!
50
• People take sides.
• Apple vs Microsoft
• Coca-Cola vs Pepsi

‫کنند‬ ‫می‬ ‫کار‬ ‫چه‬ ‫آنها‬ ‫که‬ ‫چه‬ ‫ما‬ ‫به‬
52
Who Cares What They
Are Doing
Worrying about the competition quickly
turns into an obsession.

Evolution
‫تکامل‬

‫بگویید‬ ‫نه‬ ،‫اول‬
54
• Say No by Default
• Use the power of No to set your
priorities straight.
• Be polite about it though.

‫داشت‬ ‫نگه‬ ‫راضی‬ ‫شه‬ ‫نمی‬ ‫رو‬ ‫همه‬
55
• Make sure it’s easy for
people to get on board.
That is where continuous
growth potential lies.
• You can’t be everything to
everyone.

‫نگی‬ ‫اشتباه‬ ‫اولویت‬ ‫با‬ ‫را‬ ‫اشتیاق‬‫رید‬
56
The enthusiasm you
have for a new idea is
not an accurate indicator
of it’s true worth

‫ننویسید‬!
58
• If there’s a request you keep
forgetting, it’s a sign it isn’t very
important.
• Your customers will be your
memory – showing you which
things you truly need to worry
about.

Promotion
‫ترفیع‬
59

‫نیست‬ ‫بد‬ ‫همیشه‬ ‫بودن‬ ‫گمنام‬
60
• Welcome Obscurity
• Make mistakes without the
whole world hears about them.
Keep tweaking.
• Test random ideas.
• Try new things.

‫کنید‬ ‫سازی‬ ‫مخاطب‬
61
• Build an audience
• Focus on building an audience over
customers; instead of reaching out
to people, make it so people come
to you.
• When you have an audience,
people will give you their attention
rather than having to buy it through
advertising and marketing.
• Get an audience by sharing
information that’s valuable and
relevant to the customer
• Customer>Fan>Audience

‫کنید‬ ‫تقلید‬ ‫آشپزها‬ ‫از‬!
62
• Share everything you know. A
recipe is much easier to copy than a
business.
• What can you tell the world about
how you operate that’s informative,
educational and promotional? What
are your “recipes”

‫بدهید‬ ‫نشان‬ ‫را‬ ‫صحنه‬ ‫پشت‬
63
• People are curious about how
things are made.
• Letting people in behind the curtain
changes your relationship with
them.
• Creating a bond, as they see you as
human beings instead of a faceless
company.

‫کنید‬ ‫تقلید‬ ‫ها‬ ‫فروش‬ ‫مواد‬ ‫از‬
64
• Drug Dealers Get it
Right
• Emulate drug dealers. Make your
product so addictive, that giving
your customers a small free taste
makes them come back with cash in
hand.

‫نیست‬ ‫واحد‬ ‫یک‬ ‫فقط‬ ‫برندینگ‬ ‫و‬ ‫بازاریابی‬
65
• Marketing isn’t a
department
• Accounting is a department
• Everything that you DO is Marketing
• Answering the phone –It’s
marketing
• Sending the bill – It’s marketing
• Every error message is marketing

Hiring
‫استخدام‬

‫دهید‬ ‫انجام‬ ‫خودتان‬ ‫اول‬
67
• Do it yourself first
• You might feel like you suck.
That’s alright.
• A) You can hire yourself out of it
or
B) Learn out of it.

‫کنید‬ ‫استخدام‬ ‫جدید‬ ‫نیروی‬ ‫برخوردید‬ ‫مشکل‬ ‫به‬ ‫وقتی‬
68
• When there is more work
than you can handle for a
sustained period of time
• and the quality level is
slipping.
• That is when it is hurting.

‫بگذرید‬ ‫بزرگ‬ ‫آدمهای‬ ‫از‬
69
• You’ll be doing your company more
harm than good if you bring in
talented people who have nothing
important to do.
• Don’t worry about
“the one that got away”

‫رسمی‬ ‫مهمانی‬ ‫یک‬ ‫در‬ ‫هایی‬ ‫غریبه‬
70
• Strangers at a
cocktail party
• A small intimate dinner party among
old friends is what you should aim
for.
No one says “this idea sucks”

‫است‬ ‫مهم‬ ‫کار‬ ‫انجام‬ ‫کیفیت‬!
72
• How long someone’s being doing it
is overrated. What matters is how
WELL they have been doing it

‫کنید‬ ‫فراموش‬ ‫را‬ ‫آکادمیک‬ ‫و‬ ‫رسمی‬ ‫های‬ ‫آموزش‬
73
Forget about formal
education
Don’t fall into the trap of thinking
you need someone from one of the
“best” schools in order to get
results.

‫برید‬ ‫کار‬ ‫به‬ ‫را‬ ‫مدیرها‬ ‫خویش‬
75
They do what managers would do –
set the tone, assign items, determine
what needs to be done etc. – But they
do it by themselves and for
themselves.

‫کنی‬ ‫استخدام‬ ‫را‬ ‫خوب‬ ‫های‬ ‫نویسنده‬‫د‬
76
• Clear writing is a sign of clear
thinking.
• Great writers know how to
communicate.

‫هستند‬ ‫جا‬ ‫همه‬ ‫ها‬ ‫بهترین‬
77
Geography just doesn’t
matter anymore – hire the
best talent, regardless of
where they are.

‫بیازمایید‬ ‫را‬ ‫کارمندان‬
78
• Test -drive employees
• Some people sound like pro’s, but
don’t work like pro’s.
• You need to evaluate the work they
can do now. Not the work they did in
the past.
• When you get into real environment,
the truth comes out

Damage Control
‫آسیب‬ ‫مهار‬
79

‫کنی‬ ‫مدیریت‬ ‫خودتان‬ ‫را‬ ‫بد‬ ‫اخبار‬ ‫و‬ ‫شایعه‬ ‫پخش‬‫د‬!
80
• When something bad happens.
Tell your customers.
• “No Comments” is not an option.
• Apologize the way a real person
would, explain why it happens in
detail,
• Spread the message far and
wide.

‫است‬ ‫مهم‬ ‫بودن‬ ‫پاسخگو‬ ‫سریع‬
81
• Getting back to people
quickly is probably the
most important thing you
can do when it comes to
customer service.
• Differentiate yourself by
answering thoughtfully and
showing that you are
listening.

‫کنیم‬ ‫عذرخواهی‬ ‫چگونه‬
82
• How to say you’re sorry
• Use the appropriate tone and
language to show that you
understand the severity of what
happened.
• Also, the person in charge
should take responsibility. An “I”
apology is a lot stronger than a
“we” apology.
• How would you feel about the
apology if you were on the other
end

‫دهید‬ ‫قرار‬ ‫مقدم‬ ‫خط‬ ‫در‬ ‫را‬ ‫همه‬
83
• Listening to customers is the
best way to get in tune with a
product’s strengths and
weaknesses.
• No one should be shielded from
direct criticism and/or customer
feedback

‫بکشید‬ ‫عمیق‬ ‫نفس‬ ‫یک‬
84
• Take a deep breath
• People are creatures of habit.
• That’s why they react to change in
such a negative way.
• Let people know that you are
listening, but explain that you are
going to let it go for a while and see
what happens

Culture
‫فرهنگ‬
85

‫سازی‬ ‫نمی‬ ‫را‬ ‫سازمانی‬ ‫فرهنگ‬ ‫شما‬‫د‬
86
• You don’t create a
culture
• Culture isn’t created; it is built over
time.

‫نیستند‬ ‫بچه‬ ‫آنها‬
87
• They are not thirteen
• When you treat people like
children, you get children’s work.
• When everything constantly
needs approval, you create a
culture on non-thinkers.

‫ساعت‬5‫رفتن‬ ‫خانه‬ ‫به‬ ‫وقت‬!
88
You don’t need more hours – you need
better hours.

‫ن‬ ‫نشان‬ ‫واکنش‬ ‫اشتباه‬ ‫نخستین‬ ‫با‬‫دهید‬
89
• Don’t scar on the
first cut
• Don’t create a policy because ONE
person did something wrong once.
• Policies are only for situations that
come up over and over again.

‫بد‬ ‫های‬ ‫واژه‬
90
Four-letter Words
Need, Must, Can’t, Easy, Just, Only,
Fast.
These words get in the way of healthy
communication. They create black &
white situations (which are rare)

Conclusion
‫سرانجام‬

‫است‬ ‫گذر‬ ‫زود‬ ‫الهام‬ ‫و‬ ‫انگیزه‬
93
• Inspiration is
perishable
• Ideas are immortal. They last
forever.
• Inspiration is like fruit or milk. It has
an expiration date.
• When you’re high on inspiration you
can get two weeks of work done in
24h.

‫تشک‬ ‫با‬‫ر‬

Rework

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