When to make your first finance hire

Article version

I'm a big fan of this article by Bobby Pinero at Equals. One of our customers shared it with us as an example of content they liked and wanted to emulate, and I think with good reason. There are several things I like about it.

First, it introduces the concept of "second order pain points." When you start blogging, the most immediate topics to write about are the immediate problems that your product solves. This is a great approach because it creates a close feedback loop between content and sales. However, for Equals, being a spreadsheet alternative poses a few challenges. Many of the problems that arise from using spreadsheets in a company, and that Equals addresses, are quite nebulous. It's not just about the spreadsheet itself; it's about issues like not knowing where crucial data is located, managing user permissions, and having company information spread across poorly managed spreadsheets. These are difficult topics to write about because they are nebulous and not specific to the target audience that would actually buy and use Equals. This article takes a different approach by zooming out and addressing the bigger, more relevant problems that coexist with spreadsheets. It focuses on when to make the first finance hire, which is an interesting topic for startups considering adopting a solution like Equals.

Despite being a very short article, I love its directness and conciseness. When trying to reach busy founders, writing long and laborious content can be counterintuitive and not helpful to the reader. This article serves as a great example of effective techniques. It does a good job of "steel manning" by addressing potential objections and countering them with concrete responses. It also follows the structure of thesis, antithesis, synthesis, presenting the status quo, highlighting the issues with it, and providing an alternative viewpoint. These persuasive techniques make the article very convincing.

However, there are a few things that could be improved. Despite its brevity, the article falls into the trap of backloading the takeaway. Readers have to go through the entire article to find out when they should actually make their first finance hire. It would be better to present the opinion right from the beginning, especially when targeting time-constrained readers. Additionally, there is an opportunity to make the article more engaging and provocative. The title, "When to Make Your First Finance Hire," is functional but lacks spice. The article could lean into its counterintuitive and contrarian nature, perhaps by emphasizing why most companies mess up their first finance hire and the negative consequences that follow. This would increase the emotional impact and make it more compelling.

Since the article is about decision making, it would benefit from visual aids such as a matrix or a two-by-two diagram. This could show, based on the company's growth stage and the problems it faces, when it should or shouldn't hire a finance person. Including elements like full-time finance person, CFO, outsourced services, and spreadsheet usage in the matrix would enhance the article and make it more shareable, as people can quickly grasp the visual information.

Lastly, the article has a slightly rough and ready appearance, although I noticed that the blog has been redesigned since I found this article. It now looks more polished, but maintaining a slightly low-fi aesthetic can be beneficial for thought leadership content.

Overall, this article serves as a great example of thought leadership and provides valuable insights that can be learned from.