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13 min 50 sec
Available in:English

The Power of Starting Something Stupid: How to Crush Fear, Make Dreams Happen, and Live Without Regret

Shows how to tell a promising odd idea from a bad one, push past fear and delay, and start now with small projects, a trusted network and resources you borrow instead of build.

Table of Content

An idea that friends laughed at, or one you keep postponing until you have more time and money, may be your best shot at success. In The Power of Starting Something Stupid, entrepreneur Richie Norton, writing with his wife Natalie, argues that ridicule of a new idea usually comes from fear and confusion in the people judging it. Some odd ideas became real businesses, from sunglasses for dogs to the telephone that Western Union once turned down.

His throughline is that the idea which keeps nagging at you deserves a start now, cut into small projects and backed by other people, because waiting for the perfect moment mostly produces regret. Along the way he offers a gut test for separating promising strangeness from plain bad ideas, a way to stop a huge goal from freezing you, tactics against delay, and a case for borrowing what you lack instead of building it all yourself.

A famous company once dismissed one of history’s great inventions, and a product that sounds like a joke now earns millions. So how do you tell which strange idea of yours deserves a chance?

Jeff Bezos faced a choice between a guaranteed payout and an uncertain idea. The question he asked himself was simple, and it cuts through almost every excuse people use for waiting.

A distant goal can freeze you before you take a single step, and one early setback can feel like proof the whole plan was foolish. Norton describes a structure that makes both problems smaller.

Henry Ford changed the world with one bold idea and then watched his company slide. What went wrong says a lot about how any success, including yours, can turn against you.

A surfer who dreams of a 20-foot wave will fall many times before getting there. Norton uses her path to show how to keep going when fear and procrastination both pull you back.

Two people receive the same gift, and only one of them is likely to receive another. The difference between them explains how to turn advisers into lasting allies for your idea.

Supermarkets, cinemas and search engines all sell what someone else made, and nobody calls them frauds. Norton asks why so many founders still insist on doing everything themselves.

Norton’s book is, in the end, an argument against the drawer where good ideas go to wait. Every reason for keeping an idea there, from a friend’s laugh to an empty bank account, turns out to have a nearer and smaller answer than it first seems. The person who starts has simply stopped waiting for permission, wealth or an open calendar.

The first move the book recommends is modest. Write down every project crowding your head, then email the list to yourself, so you keep a searchable record with a date on it. Then put one hard test to that list: if you had only a short time left to live, which idea would you pursue first. Whatever answer comes up is the one to begin, as a single small project, with at least one person you trust told about it so the next conversation brings a reason to report progress.

At 80, the rocking chair holds the stupid things you tried and the ones you never did, and only the second kind still hurts.

About this book

What is this book about?

Most people have at least one idea they keep putting off. A friend laughed at it, or it seemed wiser to wait for more time, more money or more experience. Richie Norton, writing with his wife Natalie, argues that this waiting is how ideas die and regrets begin. His case starts with ridicule. Ideas get called stupid out of doubt, fear or confusion, yet odd ideas have become real products, from sunglasses for dogs to the telephone Western Union once rejected. Norton offers a gut-level test for separating promising strangeness from plain bad ideas, a regret test borrowed from Jeff Bezos, and a warning drawn from Henry Ford about clinging to past success. The rest is practical: breaking a big dream into small projects that are allowed to fail, facing small fears before large ones, making time instead of finding it, building a grateful and trusting network, and using tools, mentors and other people's work. Readers finish with a clear way to choose one idea and begin it now.

Book Information

Rating:

Genre:

Motivation & Inspiration, Personal Development

Topics:

Mindset, Networking

Publisher:

Deseret Book

Language:

English

Narrator:

Meredith

First published:

October 9, 2012

Pages:

304

Length:

13 min 50 sec

Get the book:

Amazon

Who it's for

  • Employees postponing side ideas

    Employees with a side idea they keep postponing until they have more time or money.

  • Plans dismissed as silly

    First-time founders and freelancers whose plans were dismissed as silly by friends or colleagues.

  • Career switchers still employed

    Career switchers who need a small, low-risk way to test a dream before leaving a steady job.

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About the Author

Richie Norton

Richie Norton is an entrepreneur, author, business consultant and international speaker who has appeared at TEDx and Google Startup Grind. He started in social entrepreneurship, founding an organization that helped people become self-reliant through self-employment, with ventures in Mongolia and across the Asia-Pacific Rim. He later founded Global Consulting Circle and co-founded PROUDUCT, which helps businesses take products from idea to market. He holds an MBA from Thunderbird School of Global Management and also wrote Anti-Time Management. This book, written with his wife Natalie, won the grand prize at the 2013 San Francisco Book Festival.

Ratings & Reviews

Ratings at a glance

4.1

Overall score based on 61 ratings.

What people think

Listeners find the work engaging and simple to digest, offering actionable tips that help ignite their personal ambitions. Additionally, the caliber of the writing is appreciated, and listeners believe it provides good value for the investment. Nonetheless, the central premise gets a varied response from listeners.

Top reviews

Nam

Picked this up during a major career rut and it totally shifted my perspective on what it means to be successful. Richie Norton argues that 'stupid' is just a label people use for ideas they don't understand yet, which is a powerful mindset shift. I specifically loved the breakdown of Gavin’s Law; the idea of living to start and starting to live actually made me stop procrastinating on my side project. While the tone is very high-energy and motivational, there is a core of practical advice here that helps you fire up your life goals. Frankly, it’s refreshing to read something that encourages you to stop waiting for the 'perfect' moment because that moment never actually arrives. Some might find it a bit over-the-top, but if you need a kick in the pants to get moving, this is it.

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Sureerat

As someone who has spent years sitting on a 'silly' hobby that I was too embarrassed to share, Norton’s words really hit home. Not gonna lie, I teared up a bit during the chapter on procrastination because it described my life perfectly. The book is entertaining and easy to read, but the emotional weight of his stories about his family adds a layer of depth you don't usually find in business books. It’s not just about making money; it’s about living a life without the heavy burden of regret. By the time I finished the last page, I had already mapped out the first three steps for my new venture. If you have a dream that you’ve kept on a shelf, you absolutely need to read this book right now.

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Ford

Forget everything you think you know about playing it safe and just dive into these pages immediately! This book is an absolute firecracker of a read that will make you question every 'sensible' decision you’ve ever made. I loved the way Norton deconstructs the idea of 'stupid' and shows how it’s actually the new 'smart' in our rapidly changing economy. The examples of Ford and other pioneers were inspiring, even if they are common tropes in the genre. Truth is, the enthusiasm in this book is contagious, and it helped me overcome the pride that was keeping me from trying something new. It’s practical, it’s emotional, and it’s exactly the kind of manual needed for the modern dreamer. Do yourself a favor and pick this one up today.

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Oscar

Finally got around to reading this, and frankly, I wish I’d found it ten years ago when I was first starting out. It’s one of those rare books that manages to be both entertaining and deeply practical at the same time. The way it tackles the paralyzing nature of 'smart' thinking is brilliant because it exposes how often we talk ourselves out of our best ideas. I particularly appreciated the focus on not sacrificing your family or your values in the pursuit of a goal. Norton practices what he preaches, and that authenticity shines through every single chapter of the book. It’s a must-read for anyone who feels like they are meant for more than a standard 9-to-5 existence. Stop thinking and just start something stupid!

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Tom

Ever wonder why the most brilliant ideas often sound absolutely ridiculous at first? This book explores that gap between a 'stupid' idea and a world-changing innovation using examples like the Wright brothers and Disney. The writing style is very accessible and the chapters are punchy, making it a quick read for busy people. I appreciate how the author focuses on the START method to help readers move past the fear of being judged by others. To be fair, a few sections felt slightly repetitive, but the overall message about authenticity and overcoming pride is well worth the time. It is a solid resource for anyone who feels stuck in a conventional loop and wants to reclaim their creative spark. Definitely worth the money for the inspiration alone.

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Supachai

The chapter on authenticity really stood out to me because it challenges the usual corporate advice we hear every day. Norton has a way of making high-risk moves feel like the only logical choice for a fulfilling life. I enjoyed the personal stories he shared, which made the concepts feel more grounded and less like abstract theory. The writing quality is great, and he manages to keep the momentum going throughout the entire book without it feeling like a chore. I’ve read a lot of these types of books, and while the core message is familiar, the framing is unique enough to stay interesting. It’s a great reminder to prioritize your life over your job, which is a lesson we all need periodically. I'd recommend it to anyone needing a fresh perspective.

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Kavya

Not what I expected, but it certainly has some gems buried within the motivational fluff if you look closely enough. Richie Norton is clearly a talented narrator and writer, though the book leans heavily on anecdotes rather than data-driven strategies. My main gripe is that it references a lot of other great thinkers, and at times, it feels like a summary of better books I’ve already read. Look, the central mantra of 'Starting Something Stupid' is a great hook, and the sentiment is undeniably positive. However, I struggled with the lack of concrete 'how-to' steps beyond the initial push to just get started. It’s a decent pep-talk, but don't expect a comprehensive manual for entrepreneurship or a deep dive into market logistics. It serves best as a light, encouraging read for a weekend.

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Arnav

In my experience, books like this are hit or miss depending on where you are in your professional journey. The core concept is essentially about overcoming the fear of failure, which is a noble and necessary topic for any aspiring creator. However, the author relies heavily on 'Gavin's Law,' which felt a bit like a buzzword without much technical backing to support the claims. I found some of the examples to be a bit simplistic, ignoring the massive amounts of capital or luck that often accompany these success stories. That said, the writing is engaging and the book is definitely worth the money if you need a quick boost of confidence. It's a nice motivational piece, even if it lacks the deep analytical insight I was personally hoping to find.

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Niphon

Look, if you’re already a seasoned entrepreneur with ten successful exits, you might find this a bit elementary for your needs. It covers a lot of ground that will be familiar to regular readers of the self-help or business genres. The idea that we should ignore critics and follow our 'stupid' dreams is a common theme, though Norton’s personal anecdotes give it a fresh coat of paint. I felt the book was a bit too long for the amount of unique information it actually provided. To be fair, the sentiment is lovely and the writing is quite smooth, but I wanted more 'meat' on the bones of his START framework. It’s a good choice for someone just beginning their journey, but others might find it a bit repetitive.

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May

This book felt more like a long-winded motivational speech than a practical guide for building a real-world business venture. The author mentions Angry Birds as a 'stupid' idea that made millions, but he fails to mention it was their 42nd attempt at a game. These people had years of experience and a functioning business already, so calling it 'stupid' feels like a bit of a stretch. I found the circular reasoning throughout the text to be quite frustrating, especially when the advice for crushing fear is basically just to stop being afraid. While I wanted to like the message, it felt like a rehash of other personal development books without providing much new insight. It might work for a much younger audience, but for seasoned professionals, there isn't enough substance here to justify the hype.

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Questions about this book

Richie Norton argues that ideas people call stupid are often the ones worth pursuing, and that waiting for enough time, money or experience mostly leads to regret. He urges readers to trust their conviction, imagine how they will feel at 80, break big goals into small projects, face fear in small steps, and use networks, mentors and existing tools instead of building everything alone.

The New Smart is Norton’s term for ideas that sound ridiculous but have real promise, as opposed to ideas that are simply bad. He admits there is no rational formula for telling them apart. The test is your own deep conviction, echoed in Jack Welch’s remark that you know it when you feel it. Examples include sunglasses for dogs, which earn around $3 million a year.

The stupid loop describes how a successful odd idea becomes the new standard, which must then be challenged by the next odd idea for progress to continue. Norton’s warning is Henry Ford, who refused to consider improvements to the Model T once it succeeded, after which his company’s market share fell steeply. The lesson is to keep questioning your own successes.

Write down every project on your mind and email the list to yourself for a dated, searchable record. Ask which idea you would pursue first if you had little time left to live. Then turn it into a small first project, cancel a less pressing commitment to make time for it, tell people about it, and seek advice from someone who has already done it.

It suits people who have an idea they keep putting off, especially those who were discouraged by others or are waiting to get rich first. First-time founders, bloggers, side-project builders and career switchers will find practical moves for starting small, handling fear and procrastination, and finding mentors and tools, illustrated with examples such as Jeff Bezos leaving Wall Street to found Amazon.

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