Why we’re building Rhinos, not chasing Unicorns.

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A new playbook for building enduring small businesses.

Let’s cut through the noise: the startup world’s obsession with unicorns is played out. It’s time for a new animal in the entrepreneurial kingdom – the rhino.

I’m not talking about actual pachyderms here, folks. In the Other Stuff playbook, a “Rhino” is a business built for resilience, profitability, and long-term success. It’s the antithesis of the “growth at all costs” unicorn model that’s been force-fed to entrepreneurs for the past decade.

Here’s why this matters, and how it’s reshaping the game for small and medium-sized enterprises (SMEs).

The Unicorn Trap

We’ve all heard the fairytale: build a startup, scale rapidly, achieve a billion-dollar valuation, and ride off into the sunset on your unicorn. But let’s get real – this path is rare for a reason and often too unrealistic for most Founders and businesses.

The costs? Brutal:

1. Unsustainable growth models

2. Founder dilution (bye-bye, control)

3. The “hustle porn” lifestyle that leads to burnout faster than you can say “Series A”

And, there’s an elephant in the room (again with the pachyderms) – many of the startups coming out of ecosystems not named Silicon Valley are glorified small businesses anyway.

Enter the Rhino

By contrast, the “Rhino” metaphor suggests a different type of successful business. While not explicitly defined in startup jargon, it’s used here to represent a company that is:

1. Sturdy and resilient (like a rhino)

2. Not necessarily aiming for astronomical valuations

3. Focused on profitability and sustainability rather than rapid growth at all costs

4. Perhaps not as “glamorous” as a unicorn, but powerful and successful in its own right.

At Other Stuff, we’re flipping the script. Our Rhinos are built different. Philosophically, this means:

1. Free Cash Flow > Growth at All Costs – Quick test: Would you rather have a business that bleeds money but looks good on paper, or one that consistently puts cash in your pocket?

2. Taking Profit > Taking Venture Capital – VC money is like rocket fuel. Great if you’re actually building a rocket. Not so great if you’re building a sustainable business.

3. Lifestyle > Hustle Culture – Controversial opinion: You can build a killer business without killing yourself. Wild, I know.

4. Real Solutions > Silicon Valley Hype – We’re not here to build the 1000th “Uber for X” app. Our objective is to build products that solve real problems that matter to us and our community.

Need a reality check on VC money? Meet Jawbone. Nearly $1 billion in funding, a $3.2 billion valuation, and then… total implosion in 2017. All that cash couldn’t save them from the startup graveyard. Turns out, having a money fountain doesn’t guarantee you won’t die of thirst.

On the flip side, let’s talk Basecamp. These folks have been giving the middle finger to the VC world since ’99. No VC cash, no “growth at all costs” mantra. Just taking profits and keeping customers happy. They’ve launched multiple hit products, written bestselling books, and even sparked a remote work revolution. All while keeping their team small and their workweek to 32 hours (we’re big fans).

The Other Stuff Playbook

Here’s where the rubber meets the road. We’re not just talking theory; we’re testing our ideas in the crucible of small business and we believe this is the future for building SMEs. Our focus? A three-pronged approach:

1. Margin Up ⬆️: We’re deploying AI to boost efficiency and give people the productive capacity of a ten-person team.

2. Capital Up ⬆️: We’re turning balance sheets into fortresses with Bitcoin. Why? Because printing money is so 20th century.

3. Risk Down ⬇️: We’re building frameworks that make risk management sexy. (Okay, maybe not sexy, but definitely less boring.)

The Rhino in the Room

Here’s the kicker: this isn’t just about building better businesses. It’s about survival in a world where:

1. Tech is making everything cheaper (great for consumers, tough for businesses)

2. Money is becoming Monopoly currency (thanks, inflation)

Our solution? Sound Capital Management. In English: make more money now, store it in Bitcoin, watch your balance sheet hulk out over the next 5-10 years.

The TL;DR

Building Rhinos isn’t just a cool metaphor (though it is pretty cool). It’s a battle cry for a new kind of business:

1. Sustainable over hyped

2. Profitable over “disruptive”

3. Actually valuable over theoretically valuable

At Other Stuff, we’re not just preaching this gospel – we’re living it. We’re building the tools, strategies, and mindsets that we believe will define the next generation of SME success.

So, here’s my challenge to you: Are you ready to stop chasing unicorns and start building something real? Something that can weather any storm and come out stronger?

If so, welcome to the Rhino revolution. It’s going to be one hell of a ride.