The Power of a To-Not-Do List in Startups

This essay is autogenerated from my x.com threads.

Every to-do list also needs a to-NOT-do list.

That’s how you stay focused and actually get things done.

Young startups screw this up a lot. They don’t understand the massive cost of context switching—the hidden tax on productivity that happens every time you shift from one type of work to another.

What is Context Switching?

It’s the time your brain needs to adjust after jumping from one task to another. Sounds harmless, but in reality, it’s a focus killer.

For example:

• Sales vs. Programming

  • In sales, you have to make 100 calls a day, constantly shifting conversations and energy levels. You need to turn on the charm, be engaging, and react in real-time.

  • In programming, you need deep focus. You turn off notifications, block out distractions, and get lost in code for hours.

These are two radically different mental states. And yet, many startup founders attempt to do both—on the same day.

The Startup Founder Trap

When founders try to bounce between two high-focus roles—like sales and engineering—they lose all momentum. Every time they switch contexts, their brain has to reboot into a different mode of thinking. The result? They do neither job well.

The solution isn’t just working harder. It’s working smarter by intentionally NOT doing certain things.

The To-NOT-Do List

The most productive founders are ruthless about what they choose not to do.

Instead of trying to be everywhere and do everything, they pick one big thing and relentlessly dominate it. They delegate, automate, or ignore everything else.

That’s what real focus is. Not just choosing what to work on—but actively deciding what NOT to do.