Simplicity and Start-up Alchemy: An Interview with WordPress Creator, Matt Mullenweg (Plus: 4HWW Party in SF and Stunt Competition)


All your blogs are belong to Matt. ((c) misterbisson)

Shame on me.

I don’t know how to code. I should, but I need to get my Indonesian and Arabic fix before I can tackle Python and Ruby on Rails and Sugar-Coated Sugar Bombs.

That is part of the reason that I love WordPress, the blogging platform this blog runs on. The simple-to-use and open-source WordPress, or WP, is a favorite of diehard bloggers, and its 22-year old lead developer, Matt Mullenweg, is #16 on The 50 Most Important People on the Web list by PC World. Damn. That’s bad-ass.

More proof: I met his girlfriend at SXSW, where she threatened to kick my ass after we both had downed a few drinks. I thought that was the greatest thing ever, we had some laughs, and I decided then and there that I had to track Matt down. In this interview, Matt and I explore the concept of simplicity and some of the key decisions from his WP experience…

Who were your most influential mentors or role models while developing WordPress?

Jeffrey Zeldman had an astonishing ability to craft a seductive coolness using educated references, dry humor, and retro/organic imagery. The way WordPress was originally presented to the world was a pale imitation. Zeldman also introduced me to web standards.

Philip Greenspun had a huge impact on me. He was the first person I knew of that embraced online communities, created a real business around open source, gave back to the community through education, and inspired me to explore photography.

Many years ago Tim Berners-Lee penned an essay called “Cool URIs don’t change.” It’s a simple goal to have the addresses you create today be addressable in perpetuity, but it has broad implications. Permanence forces you to approach the world differently. You have to imagine how people will interact with your creation in 20, 30, 100 years. If you do your job, they will be. Of course, immunity to obsolescence is the only obsolescent-immune conceit of the past millennium.

Until relatively recently, I had no direct contact with any of these people. It was purely the strength of their writing that influenced me. I’m honored that two of the three now blog with WordPress.

What were the biggest mistakes you made along the way?

1. The misguided “hotnacho” monetization on
2. Not centralizing the plugin and theme directories from the beginning.
3. Thinking we were immune to spam. [Note: Matt’s company Automattic makes the anti-spam Akismet, which I use for this blog]
4. Trying to do too much myself.

Why is simplicity important?

Because it is scarce. Our age is defined by, as Bruce Sterling puts it, cognitive load and opportunity cost.

However, I think the current 37signals-inspired trend of “less software” is a red herring, the manifestation of cyclical infatuation with complexity. True progress isn’t doing less, it’s doing infinitely more without creating cognitive bloatware like Word 2003. Think of what happens when you do a search on Google.

Do you have any personal examples of where simplicity has helped or complexity has hurt?

It’s a false dichotomy and a leading question. [Editor: Doh! Got me there.]

I can think of many examples where the creators of objects or services haven’t fully anticipated usage or iterated on observation of their creations, but I believe this is orthogonal to simplicity or complexity. Complexity sells, so I think the inherent conflict of that and an elegant user experience is fascinating to watch companies navigate.

What are the top 3-5 principles you focused on that made WP successful as a product?

Besides timing and luck, I’d say:

1. Minimizing startup costs — focusing on the out-of-the-box experience, minimizing switching costs [from other blogging platforms to WP] with robust importers. The underlying principle was time is precious.

2. Being adaptive to user-led changes in product direction. The underlying principle is we will not and cannot predict far in the future.

3. Articulating the broader philosophy around where we are and where we want to go. The underlying principle is people want something to believe in, not just use.

4. Aligning the economic and social incentives of businesses around WordPress. Capitalism is a lever.

What are the top 3-5 principles you focused on that made you successful as a developer?

1. I try to imagine code like the poetry of T.S. Eliot, where words can work on many levels but their economy is paramount. To remind me of this, I sometimes code in a large serif font like Georgia rather than the traditional fixed-width font.

2. At the same time, I’m happy to ship a crude version 1.0 and iterate. I find my time is more effective post-launch than pre-launch.

3. Eliminating distractions.

Of course these are aspirations, many times I have fallen short, but I keep trying.

Where have you seen simplicity make the biggest difference?

Simplicity can have a negative impact when it’s the crude reduction of nuances beyond appreciation, a Matisse presented as a 16-color GIF. Politicians campaigning for presidency have simple messages, but they’re not intrinsically better, except at creating polarization.

The simple things in life are not. When simplicity is the result of careful thought and consideration it multiplies growth. Some direct marketers understand this.

[More simplicity to come, next time from my conversation with one of the greatest athletes of all-time!]


4HWW Party in SF, VIP Invite, and Stunt Competition:

Join me on 8/25, this Saturday, in San Francisco!
Come party with me and my friends beginning at 9:15pm at Dolce in SF. If you’d like to attend a private VIP party (open bar) with me and some of SF’s hotshots from 8-9pm at a secret location TBA, just be the first person to give $1,000 or more to this mentorship fundraiser. Send the confirmation via e-mail and you’ll get the location and secret handshake. [Note: This spot is now filled. Congrats and thanks, Aaron!] Even if you can’t make the party, consider earning some positive karma (I know what you do when I’m not looking) and avoiding reincarnation as a dung beetle—give a few dollars to this mentorship program. It’ll make you feel good.

Stunt Competition and Free Planet Earth DVDs:
Here’s the deal: Labor Day is coming up, and I need to think of a killer PR stunt of some type that will get major media attention (think TV and big newspapers). What’s your best idea? What would the headline read in the media? Leave your thoughts in the comments, and the best suggestion gets you a free set of the incredible Planet Earth DVDs, shot over 5 years with 40 cameramen in 200 locations… all in HD. It’s by far my favorite DVD set of the last two years. Go nuts and hope to see you this weekend!

Posted on: August 21, 2007.

Watch The Tim Ferriss Experiment, the new #1-rated TV show with "the world's best human guinea pig" (Newsweek), Tim Ferriss. It's Mythbusters meets Jackass. Shot and edited by the Emmy-award winning team behind Anthony Bourdain's No Reservations and Parts Unknown. Here's the trailer.

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Comment Rules: Remember what Fonzie was like? Cool. That’s how we’re gonna be — cool. Critical is fine, but if you’re rude, we’ll delete your stuff. Please do not put your URL in the comment text and please use your PERSONAL name or initials and not your business name, as the latter comes off like spam. Have fun and thanks for adding to the conversation! (Thanks to Brian Oberkirch for the inspiration)

106 comments on “Simplicity and Start-up Alchemy: An Interview with WordPress Creator, Matt Mullenweg (Plus: 4HWW Party in SF and Stunt Competition)

  1. Tim,
    Nice post! I guess “Bad-ass” sums it up. It’s also interesting to follow the recent development in the WordPress community, where they are trying to move towards a more portal’ish look, rather than the classic entries sidebar layout. I think it started with

    (There’s a (slightly amusing) typo in your second paragraph: “Matt Mullenweg, is #16 on The 50 Most People on the Web list”)


    Hi A!

    Oops! Nice catch! I’d like to be one of the “most people” on the web ;)



  2. Pingback: Zenbu
  3. Buy out a lot of old computers and tape their motherboards to various buildings in Boston.

    Maybe with a copy of your book glued to each one.

    Hey, you never said it had to be *good* PR!


  4. Go on a muse creation spree creating 4 new muses with only 40 hours of work and detail the process for each one proving how much you can do in only as little bit of time. Headline would read “Entrepreneur creates 4 successful businesses in only 40 hours” I think it would be an awesome PR stunt and an incredible inspiration.


  5. “I can think of many examples where the creators of objects or services haven’t fully anticipated usage or iterated on observation of their creations, but I believe this is orthogonal to simplicity or complexity.”
    That’s funny! :-)


    • The reality is that the establishment in the Senate HATE CCB, modest as it really is and see the new Boehner plan as an out, since they figure they will get Reid to make a compromise since it is only 22 Billion in cuts.,


  6. This is a great interview with someone who has helped to change the landscape of blogging! Thanks for showcasing Matt. I have used a few blogging systems and wordpress is definately the cleanest and most user friendly. Not sure how he is making money on it, but certain hope that he is!

    Picked up 4-Hour and have sent a couple to friends…now I just need to read it! Thanks Tim!


  7. I plan to join you at Dolce this Saturday. As a 26 year old female in the big biz entrepreneur world, I often don’t feel a strong connection to the business books I read. But yours was the most enjoyable book in any genre that I’ve read since Think and Grow Rich.

    Look for an email to Amy from me.

    My partners and I work with the Fortune 500 and Baxter’s billionaire boys but no one can match your vision and verve and with what we’re manifesting, we know you’re the one to talk to. So I plan to steal your ear for ten minutes this Saturday.

    This is just to whet your appetite enough that you request to read my email I’ll send through to Amy. =)

    I’ll share the rest of the details there.


  8. Wow, does Matt need to read Zinsser or what?

    But this is not about Matt. This is a real coup for Tim. There is an entire book in your blog strategy – I can’t wait to read it – so I will have to watch and learn :)



  9. Cool interview.

    But the permanent link to this blog is *really* long ;)
    You do know that you shorten the slug, right?



    Thank you. This is great advice. Now I just need to figure out how to edit the permalink this way :) I’m still a novice, but I’ll check it out…



  10. Great interview. WordPress can be credited with changing the web, really. Tons of bloggers like myself use their software, and it’s incredibly easy for anybody to use. My blog is the basic core blog even– no specialized template.

    Thanks for the good interview-


  11. Great to see you get creative in helping a local non-profit raise money!

    I wish I could buy you a drink at Dolce- Let me know how it goes.


  12. Thanks for information Tim, I have just implementing my blog using wordpress, super package -! I used previously a lot of packages for CMS and this is the best i think due to its modular structure and due to expandability, besides it lets you to code your own code in PHP and doesn’t limit the functionality of scripting languages. Otherwise its too narrow in structure field by I think we will overcome this in near future/