Your startup is complex algebra, but not imaginary!😎

If you haven’t studied math after high school, chances are you’ve forgotten most complex algebra. Chances also are you’ve never thought of your own startup in the form of complex numbers, i.e. in the imaginary field.

Complex algebra is the part of mathematics that involves numbers that aren’t real (oh, they’re real but not real-numbers). Numbers like 5+3i, where the real number is 5 and the imaginary number is 3i. The letter i here stands for a number that solves the equation x² = -1. A number that no real number has a solution to.

Imaginary numbers have real applications in life! They let us fold proteins, calculate trajectories for rockets or plan fluid dynamics in exhaust pipes. They’re used all over in applied science. They, however, have no place in running your startup! And as you’ll see in the picture below, most likely you’ll still end up somewhere on the plane.

The cartesian field with a real and imaginary axis. Where on the axis are you?

In startups, we tend to pursue the imaginary axis. The axis of quick returns, fluffy promises, and imaginary partnerships. How many times have you attended a conference, because somebody invited you or told you it would be cool? How many times have you spent days collaborating with another company, without knowing what’s at the end of the rainbow? How many times have you implemented a feature because it’s cool? These are all imaginary axis issues.

At the same time, your startup has been wrestling with real problems, in the real field. All while you’ve been distracted to in your imagination. Your startup’s been struggling to develop the right feature. It’s been struggling to find the right marketing channels. It’s been struggling to negotiate a deal with a new customer. Spending time in the imaginary field didn’t advance these issues. And time is all you have. The money you borrowed from your investors is just borrowed time at the end of the day.

In the case of startups, the cartesian plane isn’t your friend! Big companies can afford to spend time in any dimension they like — but you can’t.

Your startup consists of only two pieces: Your product engine and your Go-to-Market (GtM) engine. These two are in the real plane, on the real axis of your cartesian plane. You can’t afford to wander around aimlessly in the cartesian complex plane.

The next time you do something, ask yourself: Where in the cartesian field are you and where do you wanna be?