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Hi, I’m Brad Feld, a managing director at the Foundry Group who lives in Boulder, Colorado. I invest in software and Internet companies around the US, run marathons and read a lot.

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What Is How?

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My friend Dov Seidman, the CEO of LRN, has a new edition of his book How: Why How We Do Anything Means Everything out. In this copy, the forward is by President Bill Clinton, who has firmly embraced Dov’s philosophy of HOW.

We’ve been investors in Dov’s company LRN for the past decade and over the last five years I’ve gotten to know Dov and his wife Maria pretty well. They are a dynamic entrepreneurial couple, as Maria is founder / CEO of a new company called Yapp. In addition to being hard at work creating their companies and raising a family, they both live incredibly principled lives. How they do this is embodied in Dov’s philosophy about HOW.

Ever since I’ve know Dov, he’s talked about the importance of HOW. Not what, not why, not how much – just simply HOW. We’ve had our share of long conversations about a variety of topics, but they all come back to the HOW of things.

Dov believes that HOW is everything. It’s not what you do that matters, but how you do it. LRN exists to help businesses understand and incorporate this concept, as the historical approach to business has been all about “how much”, and if you read, ponder, think carefully about, and internalize Dov’s writing and philosophy, you quickly realize that “how much” is irrelevant when lined up against HOW as a construct.

While this applies to business, it also applies to life. My favorite part of working with and talking to Dov is just letting our conversations go wherever they want. While we occasionally stay focused on business, we often drift into wide ranging discussions about our individual lives, HOW we address things, and HOW it all works, and HOW we think about it.

Sure, there is plenty of why and what and where and who in our conversations, and I continue to be a very strong believer in the use of the five whys (continually asking why to get to the root cause of things), but I’m also a deep believer in asking about and focusing on the HOW.

I have dinner with Dov on Monday night and am looking forward to it very much. In the mean time, I encourage you to get a copy of How, read it thoughtfully, and think hard about the HOW in everything you do.

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