Month: February 2025

Masterclass Series: Use This Framework to Move Fast and Make High-Quality Decisions

In many companies, the bottleneck isn’t necessarily in the execution of decisions. The real bottleneck is the excessive time people waste making decisions.

When I was Wattpad’s CEO, everyone in the company knew I had a simple 2×2 framework to empower the whole team to make fast, high-quality decisions – all by themselves!

The essence of this framework comes down to two questions:

• Is this decision reversible?

• Is this decision consequential?

These two factors create four types of decisions:

1. Reversible and inconsequential

2. Reversible and consequential

3. Irreversible and inconsequential

4. Irreversible and consequential

Examples of Each Type

1. Reversible and Inconsequential

This actually makes up the bulk of decisions in a company:

• Internal Slack messages? Delete them if you don’t like them.

• Marketing team’s benign social media copy? Remove the post if it doesn’t work.

• Small typo like the one in the above image? Yes, I purposely left the typo there. I look sloppy, but I could silently replace it with a better one when I have time.

• Small bugs in the product? If a bug fix causes other problems, revert the changes.

The list goes on. The trick is to empower each person in the company to make these decisions independently. I reinforced the same message to the Wattpad team over and over again:

From the most junior interns to the most senior leaders—you’re empowered to make the call all by yourself.

No boss to ask. No approval process. Just do it!

The company moves fast when most decisions don’t require a meeting!

2. Irreversible and Inconsequential

Here’s an example:

At one point, we ran out of space at Wattpad’s Toronto HQ and needed overflow space. We found a small office—just a few hundred square feet with a couple of meeting rooms—in the building right next door. The location was perfect, but the space itself? Just okay.

The problem was the lease—it was relatively long. Once we signed, we couldn’t back out. That limited our flexibility (irreversible), but we knew that if we needed more room, we could always find another expansion space. The cost was small in the grand scheme of things (inconsequential).

Given our growth, there was little downside to signing the lease. So we moved fast, signed the deal, and moved on to the next item on the to-do list.

For this type of decision, you can still move fast. Just be careful—double-check the lease for any hidden “gotchas.” It’s not about if we sign or not. We will sign, but we just want to make sure the bases are covered before we do.

You’d be surprised how much time people waste on indecision. Just make the call and do the due diligence!

3. Reversible and Consequential

A perfect example? A big product release.

Sonos’ poorly executed product release is a great case study. (See my blog post Masterclass Series: Complete Redesign That Actually Works for all the details.)

When done properly, product releases can be very consequential but still reversible. At Wattpad, we released high-risk software all the time—but always with a way to roll back if things didn’t work.

We knew how to press the undo button!

For these kinds of decisions, move fast and make the call—but monitor the outcome and always be ready to press undo.

Important: How to Increase the Quality of These Decisions

For both Irreversible and Inconsequential decisions and Reversible and Consequential decisions, always ask:

Is there any way to make this decision more reversible or less consequential?

If you can tweak the decision to minimize fallout—no matter how small—do it. It will save time and stress down the road.

4. Irreversible and Consequential

Many of these are leadership-team-level or CEO-level decisions.

They’re rare but also the hardest to make. They require a lot of context, consideration, and, sometimes, choosing between two bad options. Occasionally, you get a good one and choose between a few great choices.

The ultimate example for me?

Whether to take the company public, maintain the status quo and keep going, or accept an acquisition offer.

You all know the decision I made.

Sometimes, knowing which quadrant a decision falls into is an art. But imagine if we didn’t have this framework—slow decision-making would have ground the company to a halt.

The key to moving fast isn’t just execution—it’s deciding fast, too.

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This blog is licensed under a Creative Commons Attribution 4.0 International License. You are free to copy, redistribute, remix, transform, and build upon the material for any purpose, even commercially, as long as appropriate credit is given.


After All, What’s Deep Tech?

“Deep Tech” is one of those terms that gets thrown around a lot in venture capital and startup circles, but defining it precisely is harder than it seems. If you check Wikipedia, you’ll find this:

Deep technology (deep tech) or hard tech is a classification of organization, or more typically a startup company, with the expressed objective of providing technology solutions based on substantial scientific or engineering challenges. They present challenges requiring lengthy research and development and large capital investment before successful commercialization. Their primary risk is technical risk, while market risk is often significantly lower due to the clear potential value of the solution to society. The underlying scientific or engineering problems being solved by deep tech and hard tech companies generate valuable intellectual property and are hard to reproduce.

At a high level, this definition makes sense. Deep tech companies tackle hard scientific and engineering problems, create intellectual property, and take time to commercialize. But what do substantial scientific or engineering challenges actually mean? Specifically, what counts as substantial? “Substantial” is a vague word. A difficult or time-consuming engineering problem isn’t necessarily a deep tech problem. There are plenty of startups that build complex technology but aren’t what I’d call deep tech. It’s about tackling problems where existing knowledge and tools aren’t enough.

In 1964, Supreme Court Justice Potter Stewart famously said, “I know it when I see it” when asked to describe his test for obscenity in Jacobellis v. Ohio. By no means am I comparing deep tech to obscenity—I don’t even want to put these two things in the same sentence. However, there is a parallel between the two: they are both hard to put into a strict formula, but experienced technologists like us recognize deep tech when we see it.

So, at Two Small Fish, we have developed our own simple rule of thumb:

If we see a product and say, “How did they do that?” and upon hearing from the founders how it is supposed to work, we still say, “Team TSF can’t build this ourselves in 6–12 months,” then it’s deep tech.

At TSF, we invest in the next frontier of computing and its applications. We’re not just looking for smart founders. We’re looking for founders who see things others don’t—who work at the edge of what’s possible. And when we find them, we know it when we see it.

This test has been surprisingly effective. Every single investment we’ve made in the past few years has passed it. And I expect it will continue to serve us well.

P.S. If you enjoyed this blog post, please take a minute to like, comment, subscribe and share. Thank you for reading!

This blog is licensed under a Creative Commons Attribution 4.0 International License. You are free to copy, redistribute, remix, transform, and build upon the material for any purpose, even commercially, as long as appropriate credit is given.

How We Built a Truly Global Powerhouse with 100 Million Users

Most people don’t realize just how global Wattpad’s business is. Here are a few fun facts:

• Only 25% of our 100 million users are from North America, while 25% come from LATAM, 25% from Europe, and 25% from Asia.

• Of the 50 languages on Wattpad, the most popular isn’t English—it’s Spanish. Other widely used languages include Bahasa Indonesia (10 million users) and Tagalog (6 million users), with millions more reading and writing in Italian, French, German, Portuguese, Vietnamese, and many others.

• Not only have our print books (yes, we’re a book publisher too) been New York Times bestsellers, but they’ve also hit #1 in multiple countries, including Germany and Colombia.

• #1 on Netflix globally and other streaming platforms? We’ve done that many times—including the Spanish smash hit A Través De Mi Ventana (Through My Window), which we co-produced with Netflix. Many #1-rated TV shows worldwide are based on Wattpad stories—and we co-produce them.

• #1 at the box office? We’ve achieved that in multiple countries as well.

How did we build this?

A lot of things made this happen, but I’ll highlight a few. It started on day one. Here’s a screenshot of our website when we launched in 2006.

Notice that we already supported many key languages worldwide. Why? Because only about 400 million people speak English as their first language—that’s less than 5% of the world’s population.

And we were right! The first language that took off wasn’t something we predicted—it was Vietnamese. We couldn’t have guessed that!

When the first Android phone came out (the T-Mobile G1), we were one of the first to support it. At that time, the iPhone was primarily a high-GDP country phenomenon, while low-GDP countries were dominated by $30 Android phones. When I travelled to these regions, I frequently brought back bags of inexpensive phones so our team could test and ensure our app worked on low-end devices. This allowed us to dominate globally.

When we raised growth capital, we didn’t just seek funding from Silicon Valley investors—we broadened our investor base to include backers from other countries. This helped us learn the nuances of international expansion while gaining support from investors who understood these markets.

When we launched subscriptions, we recognized that a one-size-fits-all model wouldn’t work. Some countries preferred à la carte purchases over all-you-can-read models. So, we introduced our own virtual currency, allowing users to buy content à la carte.

When we expanded into movies and TV shows, we didn’t just partner with Hollywood studios—we forged partnerships with entertainment companies across five continents. This ensured Wattpad story adaptations could be seen everywhere.

And the list goes on.

None of this happened automagically. It took years of conscious, deliberate effort. But once we built the foundation, expanding into new countries became incremental. There’s no free lunch, but it’s also not rocket science—it got easier and easier as we grew.

We built a truly global powerhouse with 100 million users.

If we could do it, you can too.

Choosing between the U.S. and international expansion is a false dichotomy—you can do both. As the world shifts toward intangible assets, building a global business is easier than ever.

Keep in mind that while the U.S. is the largest economy, it only accounts for approximately 26% of the world’s GDP. To create true optionality, not expanding globally—especially beyond the U.S.—is not an option.

Our experience in building a successful global business also allows us to help our portfolio companies scale internationally. We’ve been through the challenges of global expansion firsthand, and we actively share these insights to support the next generation of world-changing companies. Reach out to us if you want to be part of it!

P.S. This blog is licensed under a Creative Commons Attribution 4.0 International License. You are free to copy, redistribute, remix, transform, and build upon the material for any purpose, even commercially, as long as appropriate credit is given.

Only Optionality Can Make Canada Strong and Free

The tariffs are coming. We all know this isn’t really about fentanyl—only 19 kg of the U.S.’s supply comes from Canada, while close to 10,000 kg was seized at the U.S. border.

Even if we solved this tiny issue, Trump would find something else—maybe he’d complain that the snow in NYC is due to cold air from Canada and slap us with another tariff.

Trump’s playbook is simple: weaponize everything at his disposal to get what he wants.

He’s imposing tariffs on everything from us. We can debate whether to slap tariffs on orange juice or hair dryers in response, but that won’t materially change the outcome. How we react now is just noise—he holds all the leverage anyway. Canada will suffer in the short term, no matter what.

But we shouldn’t let a crisis go to waste. This is a golden opportunity to fix systemic issues that were previously near impossible to address—like interprovincial trade barriers. Yet even fixing that won’t solve the root problem.

Stepping back, the real issue is one of the first principles of leadership: Optionality.

Having alternatives always provides leverage. This principle applies broadly—not just to negotiations, but also to fundraising, supplier relationships, operations, company survival, M&A, and beyond—including leading a country.

Trump understands leverage better than most. This isn’t just about negotiation—even if we reach a deal this time, any agreement with him isn’t worth the paper it’s written on.

As a country, we are far too dependent on the U.S., and Trump knows it. Only by addressing our lack of optionality can we deal with him—and future U.S. presidents—on equal footing.

There is no quick fix. Only a new, decisive, visionary Prime Minister can guide Canada out of this mess.

The only way forward is to leverage what we do best—energy, natural resources, AI, and more—to create true optionality. As the world shifts toward intangible assets, ironically, our proximity to the U.S. is becoming less of a hindrance to diversification.

We must control our own destiny. We cannot allow any single country—U.S. or otherwise—to hold us hostage.

Only optionality can make Canada strong and free.

P.S. This blog is licensed under a Creative Commons Attribution 4.0 International License. You are free to copy, redistribute, remix, transform, and build upon the material for any purpose, even commercially, as long as appropriate credit is given.