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As Scott Galloway highlighted when talking about  jobs, it’s the overlooked concepts, much like the fields of accounting and economics, that hold a steady and transformative power in the realm of startups and beyond. This perspective serves as a beacon for us at Waverley Studios, prompting a deeper exploration into the potential of these so-called mundane or unsexy ideas.

Embracing the Understated

The startup ecosystem thrives on the excitement of the next big thing—technologies and ideas that promise to disrupt industries and redefine our way of life. Amid this frenzy, the quiet allure of "boring" ideas often goes unnoticed. Yet, it is within these simple solutions to everyday problems that we find the seeds of profound change. Unlike their flashier counterparts, these ideas offer a clear, steady path to impact, grounded in practicality and wide-reaching applicability.

Consider for a moment the businesses that have fundamentally altered our lives. Many, upon their inception, were based on concepts that seemed mundane or obvious. From revolutionizing how we buy everyday goods to simplifying complex financial transactions, these ideas didn't initially scream "innovation." Yet, their execution and the steady solving of real-world problems have led to some of the most enduring and transformative companies of our time.

Getting Excited About Unsexy Challenges.

The allure of tackling glamorous new ideas is undeniable (how cool would it be to build a rocketship!), but true passion often emerges from the pursuit of solving genuine problems—regardless of their initial sparkle. The most "boring" idea can ignite a fire when its potential to make life better, easier, or more sustainable is realized. 

Every one of us at Waverley has made a career from working in unsexy fields, for the outside world it doesn’t get more drab than accounting or payroll or SMS! And yet…. 

These are the ideas that people dont’ want to pursue because they are not cool enough. And this is why we champion the belief that passion is a product of impact, not just the excitement surrounding an industry.

The journey of bringing a "boring" idea to life might not be paved with the immediate media buzz or viral fame. However, it offers something far more valuable: the opportunity to build a foundationally strong, deeply needed solution that stands the test of time. These ideas often lead to steady growth, enduring success, and, ultimately, a significant impact on the world.

Why This Matters to Us

At Waverley, our mission transcends the pursuit of the next technological marvel. We are driven by a desire to unearth and nurture ideas that promise real change—no matter how unremarkable they may seem at first glance. We believe in the power of diversity, not just in our team but in our approach to innovation, recognizing that the most transformative solutions often come from the most unexpected places.

We invite you, the thinkers, the dreamers, and the doers, to look beyond the surface sheen of the next big idea and consider the profound potential of the simple, the straightforward, and yes, the "unsexy." In these unassuming concepts lies the power to change the world, one seemingly mundane solution at a time.

Let us dare to dig deeper, to find the extraordinary in the ordinary, and together, let's redefine what it means to be revolutionary and discover the unseen potential waiting to be unleashed.

In the world of startups, where the only constant is change, I’ve found that adhering strictly to rules can be like trying to navigate a rapidly flowing river in a straightjacket. It's restrictive, limiting, and, frankly, a recipe for failure. This is why we love frameworks—a beacon of flexibility in the tumultuous journey of startup growth.

At Waverley Studios, we’ve made a version of this approach: the factory framework. Our personal startup journeys have taught us invaluable lessons about the power of adaptability in the startup ecosystem.

But why do frameworks trump rules for early-stage startups? Let's delve deeper.

The Limitations of Rules in the Startup Ecosystem

Rules are definitive, binary; they're either followed or broken. In the static environments of corpo life, rules provide necessary order. But in startupland, rules, with their binary nature—followed or broken—offered little room for the creative maneuvering necessary in a space where each day could bring a new challenge or opportunity.

Imagine being on the brink of a breakthrough but held back by a rule that doesn't account for your unique situation. The startup world is teeming with such stories of missed opportunities and stifled growth, illustrating the need for a more adaptable approach.

This realization was our first step towards seeking a more flexible approach.

Frameworks: Flexibility within Boundaries

Unlike rules, frameworks serve as guiding principles rather than strict directives.

A framework might dictate the overall goals and values of a startup but leaves the "how" open to interpretation and adaptation. This flexibility within defined boundaries allows startups to pivot in response to feedback, explore new opportunities, and ultimately, find their path to success without the fear of "breaking the rules.”

Implementing this at Waverley Studios enables us to explore, experiment, and validate ideas into startups in ways that rules would have never permitted.

Benefits for Early-Stage Startups

Frameworks empower startups in several key ways:

• Enhanced Team Autonomy: By understanding the boundaries within which they can operate, team members feel more empowered to make decisions, take calculated risks, and innovate.
• Improved Decision-Making: Frameworks provide a clear direction without prescribing specific actions, enabling more nuanced and adaptable decision-making processes.
• Innovation within Structure: Startups can explore new ideas and opportunities without losing sight of their core mission and values, fostering a culture of innovation.

Our factory framework is a testament to the transformative power of this approach. By running each idea through distinct stages, each with its own set of boundaries, we've been able to tailor the growth path of each venture according to its unique industry, market, and milestones. This methodology has allowed us to unlock an unprecedented level of potential from each idea, showcasing the superiority of frameworks over blanket rules in nurturing startup success.

Practical Steps to Implementing Frameworks in Your Startup

Drawing from our experience at Waverley Studios, the first step in adopting a framework approach is to clearly define your startup's mission, vision, and values. From there, develop broad yet flexible guidelines that support these core elements, allowing for adaptability. Engaging your team in this process ensures buy-in and a shared understanding of the framework, which is crucial for its successful implementation. Regularly review and adjust your framework as your startup evolves, ensuring it remains relevant and supportive of your growth.

Let's Commit to Structures that Empower!

Reflecting on our journey so far at Waverley Studios, I am convinced more than ever that frameworks are essential for navigating the complexities of startup growth. They have not just shaped our projects and products but have also sculpted our mindset.

By embracing frameworks over rigid rules, you can foster a culture of innovation, inclusivity, and resilience. Let's commit to structures that empower, not limit, and redefine the boundaries of success for early-stage startups. The future is not written in stone, but in the adaptable frameworks we create.

A key characteristic that sets startup studios apart is their bespoke approach to nurturing business ideas. Unlike traditional incubators or accelerators, which often provide a standardized set of resources and mentorship to a broad range of startups, studios typically engage in a more hands-on, deeply involved process of building businesses from the ground up. This process is guided by a framework that is unique to each studio, reflecting its individual ethos, expertise, and strategic goals.

“By developing frameworks for generating and validating ideas, creating an MVP, and launching the product to the market, the process becomes faster.”

Max Pog,  Entrepreneur

1. Tailored Ideation and Development Processes: Each studio has its own way of generating and developing ideas. Some may focus on internal brainstorming sessions with their team of experts, while others might source ideas from external entrepreneurs or through collaborations. The development process also varies – some studios might emphasize rapid prototyping and quick market testing, while others might spend more time in the research and development phase, depending on their target market and the nature of the products or services they are developing.

2. Customized Evaluation and Validation Stages: The criteria and methods used to evaluate and validate ideas also differ from studio to studio. While one studio might prioritize market potential and scalability as key metrics, another might focus more on technological innovation or alignment with specific industry trends. The validation process can involve anything from consumer focus groups to beta testing in real-world environments, shaped by the studio's specific expertise and market knowledge.

3. Diverse Funding and Scaling Strategies: As with their ideation and validation processes, startup studios also adopt various funding and scaling strategies. Some might rely on a mix of self-funding and external investment, while others might reinvest profits from successful ventures. The approach to scaling businesses can range from aggressive market expansion to more gradual, sustainable growth models, depending on the studio's risk appetite and the nature of the businesses it develops.

4. Unique Cultural and Operational Philosophies: Perhaps most importantly, each studio embodies a unique cultural and operational philosophy that influences its framework. This can include specific working styles, decision-making processes, and the overall approach to risk and innovation. For instance, a studio with a strong technological focus might have a different approach to problem-solving and project management compared to one that is more consumer-focused.

The Model

The Studio model is different to a venture studio and an incubator in some critical ways. A startup studio will typically cultivate their own ideas and begin the ideation process with practices that have been proved successful in the past.


1. Idea Generation and Funneling: The process begins with generating a wide range of ideas. Unlike a single startup focusing on one idea, a startup studio like Waverley Studios creates and explores numerous ideas simultaneously. This 'funneling' approach means that while many ideas are considered, only the most promising ones are pursued further. This method acknowledges that not every idea will be successful, but by starting with a larger pool, the chances of finding viable business opportunities increase.

2. Rigorous Evaluation and Culling: As ideas move through the stages of the framework (Labs, Validation, POC, GTM, Scale), they are rigorously evaluated. This evaluation is based on market potential, feasibility, scalability, and alignment with the studio's expertise and resources. Ideas that don't meet these criteria are culled at various stages. This selective process is crucial as it ensures resources and efforts are concentrated on the most promising ventures.

3. Experience and Expertise: One of the key strengths of the startup studio model is the accumulated experience and expertise in launching multiple companies. Waverley Studios, with its history of building businesses, has a wealth of knowledge about what works and what doesn't. This expertise significantly increases the likelihood of success for new ventures. The studio's team understands the nuances of market entry, scaling businesses, and navigating challenges, which is invaluable for fledgling companies.

4. Portfolio Approach and Risk Diversification: By working on multiple startups simultaneously, Waverley Studios adopts a portfolio approach. This strategy not only diversifies risk but also increases the chances of success. While some ventures might not succeed, others could achieve significant success, thereby compensating for any losses and contributing to the overall profitability of the portfolio. This 'weight of numbers' approach means that the studio doesn't rely on the success of a single venture.

5. Resource Allocation and Synergy: In a startup studio, resources such as capital, talent, and infrastructure are allocated efficiently across various projects. There's a synergy in this model, as learnings and successes from one venture can be applied to others. Shared resources and knowledge lead to more efficient operations and a higher overall success rate.

6. Equity and Investment: Typically, a startup studio like Waverley Studios retains a significant stake in the companies it helps create. This ownership interest aligns the studio's success with that of its startups. The studio's investment goes beyond just financial; it includes time, resources, and strategic guidance, which are crucial for the growth of these companies.

With a long term outlook in mind, the studio’s journey through many and varied companies should yield impacts that are to be felt by people for decades to come.

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