My first startup produced a product called Elgg: an open source social networking platform. It’s very long in the tooth now, but it’s still being maintained by its community.

When I graduated from university, I found that there weren’t many coding jobs in Edinburgh, so found myself back inside the institution, working at the Media and Learning Technology Service. I quickly learned that everyone hated the learning technology software we were providing: certainly the students (“learners”), but also the teachers and the administrators. It wasn’t obvious to me that the people writing the software didn’t hate it.

I was an early and avid blogger, and stuck up my hand to say that people were already learning from each other all over the web in an informal way - so surely we could use a similar mechanism to help people do that in an institution. I’d been forced to share a converted broom closet as an office with a PhD candidate in learning technology, Dave Tosh, who saw the formal implications of these communities. I built a prototype, stuck it on my Elgg.net domain (the Werdmullers come from Elgg, a village in Switzerland), and we showed it to the university.

The university said, verbatim: “blogging is for teenage girls crying in their bedrooms”. They were not interested in the prototype - so I quit my job, almost on the spot, and we co-founded a startup.

We had no idea what we were doing whatsoever. There was no startup ecosystem to speak of in Edinburgh at that time, so we were left to invent it all from scratch: learning from customers, figuring out what was worth making revenue from, building, marketing, you name it. Venture capital wasn’t on our radar so we didn’t bother trying to raise. We just pulled together a business and ran it for years, growing the community and platform with it. At one point, Elgg was translated into over eighty languages.

From time to time, I’ve caught myself wishing that we’d started it in Silicon Valley. Almost certainly, we would have found a more traditional venture path for it. But I don’t know that it would have worked that way - in a way, it succeeded because we worked it out from first principles. We built the team, processes, and culture that worked for us.

A lot of founders I see today are copying processes they’ve seen in other startups verbatim: perhaps they read about the way Amazon or Google works and thought to themselves, well, it worked for them. But I don’t think that’s right (and the same is true of templatized startup frameworks like The Lean Startup). When they worked, it was because they were a good fit for the organization - but their working in one place doesn’t in any way indicate that they’ll work in another.

These days, I find myself more often than not trying to reclaim that naïvety. How can I think about building a team, a culture, and a product from first principles? How can I forget all the startup hustle culture marketing and just figure out how to build something that works?

A lot of people are trying to play-act building a startup by copying what others do. I miss the days when I didn’t know; when everything was new. I’d love to find my way back there.