In our relentless pursuit of “financial freedom,” we’re often told to focus on increasing income, minimizing expenses, and maximizing investments. But what if we’re looking at the equation all wrong? What if the true measure of financial well-being isn’t about how much money we have, but how much time we have? This is the provocative question posed by Cal Newport in a recent episode of his “Deep Questions” podcast, where he introduces the concept of “hour cost” and challenges conventional wisdom about money and the deep life.
Newport, a computer science professor and author known for his work on deep work and digital minimalism, argues that simply focusing on the monetary cost of a desired lifestyle can be misleading. A cheaper cost of living in a rural area, for example, might seem appealing, but if it requires significantly more work hours to maintain that lifestyle, it defeats the purpose. This is where the “hour cost” comes in.
The Hour Cost: A New Metric for Financial Well-being
The “hour cost,” as defined by Newport, is the number of work hours per week required to support a particular lifestyle. This metric forces us to consider the trade-off between money and time. It’s not just about how much something costs in dollars, but how much it costs in precious hours of our lives.
To illustrate this point, Newport shares the story of Paul Jarvis, a web designer who moved from Vancouver to a remote area on Vancouver Island. While the cost of living was lower, Jarvis realized that simply chasing more clients and higher revenue wouldn’t necessarily improve his quality of life. Instead, he strategically leveraged his growing skills to increase his hourly rate, allowing him to work fewer hours while maintaining the same income. This reduction in “hour cost” enabled him to enjoy a more fulfilling lifestyle, aligned with his values of nature, slowness, and intentionality.
Beyond Location: Leveraging Skills to Reduce Your Hour Cost
The concept of “hour cost” goes beyond simply choosing a cheaper place to live. It offers a powerful framework for thinking about our careers and how we use our skills. As we become more skilled and in-demand, we often face a choice: take on more work for more money, or maintain our current workload and charge more for our expertise. Newport advocates for the latter, arguing that prioritizing a lower “hour cost” is crucial for cultivating a deep life.
This approach challenges the conventional wisdom of always striving for maximum income. Instead, it encourages us to ask: How can I use my skills to work less and earn the same amount? This might involve:
Specializing in a high-value niche: Becoming an expert in a specific area allows you to command higher rates.
Streamlining your workflow: Improving efficiency can reduce the time required to complete tasks.
Negotiating better terms with clients or employers: Don’t be afraid to ask for higher rates or reduced hours.
Reclaiming Time in a Digitally Distracted World
Newport connects the concept of “hour cost” to his broader work on digital minimalism and the pursuit of a deep life. In our increasingly digital and distracted world, it’s easy to lose track of time and become trapped in a cycle of constant work and digital stimulation. By focusing on “hour cost,” we can regain control of our time and create a more intentional and meaningful life.
The key takeaway is this: Financial freedom isn’t just about having enough money; it’s about having enough time to do the things that truly matter. By shifting our focus from chasing the dollar to counting the hours, we can unlock a new path to a richer, more fulfilling life. It’s not about getting rich quick; it’s about strategically using our skills to buy back our time and create a life we truly want to live.
Andrew Wilkinson, a Canadian entrepreneur and investor, has carved a distinctive path to success that reflects resilience, strategic thinking, and an insatiable curiosity about life, business, and happiness. As a founder of Tiny, a business holding company that owns and invests in a range of enterprises, Wilkinson’s story serves as both an inspiration and a cautionary tale for aspiring entrepreneurs. From his beginnings as a college dropout and barista earning $6.50 CAD an hour to managing a portfolio of over 40 companies, Wilkinson’s reflections on wealth, productivity, and lifestyle offer profound insights into the modern entrepreneurial experience.
This comprehensive exploration delves into Wilkinson’s journey, his philosophies on business and wealth, and actionable lessons from his life. Whether you’re an entrepreneur seeking inspiration, a productivity enthusiast, or simply curious about the psychology of success, this article provides a deep dive into Wilkinson’s worldview.
Andrew Wilkinson’s Early Days: Humble Beginnings with Big Dreams
Andrew Wilkinson’s story begins in Victoria, British Columbia, where his entrepreneurial journey was anything but linear. A self-described “directionless” college dropout, Wilkinson stumbled into web design after being inspired by a pair of cafe regulars who ran a small design agency. Observing their lifestyle, he envisioned a life beyond barista shifts and low wages.
He began teaching himself web design through books, landing his first gig designing a website for a local barbecue joint in exchange for $500 and some sandwiches. This pivotal moment marked the start of Wilkinson’s realization: leveraging skills to solve real-world problems was the key to financial independence.
Over the next decade, Wilkinson evolved from freelancing to running his own design agency, MetaLab. His agency worked with high-profile clients like Apple, Google, and Walmart, which catapulted him into a position of influence in the tech and design world.
Building Tiny: Borrowing from Warren Buffett’s Playbook
Andrew Wilkinson’s transition from entrepreneur to investor was heavily inspired by Warren Buffett. Recognizing the value of delegation, Wilkinson began hiring CEOs to run his companies, freeing himself from day-to-day operations. He quickly saw his businesses thrive under expert leadership, and this realization became a cornerstone of his investment philosophy.
Through Tiny, Wilkinson has acquired companies like Letterboxd, Aeropress, and Supercast. His investment approach is focused on acquiring profitable, well-run businesses with minimal intervention—an antithesis to the high-stakes, venture capital-backed startup culture prevalent in Silicon Valley. His success underscores the power of focusing on sustainability and profitability over rapid, high-risk growth.
The Trap of the Hedonic Treadmill: Insights on Wealth and Happiness
One of the most thought-provoking aspects of Wilkinson’s story is his candid discussion of the “hedonic treadmill”—the perpetual pursuit of more wealth, recognition, or material possessions without a corresponding increase in happiness. Despite briefly reaching billionaire status, Wilkinson found that his happiness did not scale with his net worth.
Instead, Wilkinson argues that happiness stabilizes after achieving financial security. He cites research, such as the Princeton study on income and well-being, which shows that emotional well-being plateaus beyond a certain income level (approximately $75,000 annually in 2010, adjusted for inflation). For Wilkinson, the pursuit of excessive wealth often leads to stress, isolation, and a loss of purpose, as demonstrated by his observations of other billionaires trapped in endless competition.
Simplifying Wealth: From Supercars to Philanthropy
At one point, Wilkinson indulged in the trappings of wealth—buying a supercar, multiple properties, and chartering yachts. However, he quickly realized these luxuries brought more complications than joy. For instance, managing multiple homes became a logistical headache, and the novelty of expensive possessions quickly faded.
Today, Wilkinson advocates for a simplified lifestyle. He owns fewer properties, avoids ostentatious displays of wealth, and channels his resources into philanthropy. He has publicly committed to giving away at least 50% of his wealth, framing it as both a moral responsibility and a means to self-regulate against the addictive nature of wealth accumulation.
Productivity and Delegation: Wilkinson’s Work Philosophy
Wilkinson’s daily routine offers a masterclass in productivity and lifestyle balance. Contrary to the stereotype of entrepreneurs working 80-hour weeks, he limits himself to 4–6 hours of focused work per day. His approach centers on high-leverage activities, such as strategic decision-making and relationship-building, while delegating operational tasks to trusted team members.
Key productivity tools and habits include:
Getting Things Done (GTD) Framework: Wilkinson uses OmniFocus to manage his tasks, capturing everything from minor errands to major projects in one system.
Blocking Distractions: He employs apps like Freedom and Opal to limit access to distracting websites and social media.
Optimizing Sleep: He tracks his sleep with an Oura Ring and avoids behaviors like drinking alcohol, which disrupts rest.
These habits reflect Wilkinson’s belief that quality trumps quantity in both work and rest.
Modern Entrepreneurship: Solving Real Problems
Wilkinson’s business philosophy is rooted in identifying and solving unglamorous but impactful problems. He cautions against chasing trends or entering oversaturated markets, such as restaurants or fashion, which attract excessive competition. Instead, he advises entrepreneurs to seek out “boring” businesses with untapped potential, such as waste management or industrial services.
He also critiques the rise of “charlatans” in the entrepreneurial space—those who profit more from selling courses on how to get rich than from actual business success. This phenomenon underscores the importance of discernment and genuine value creation in entrepreneurship.
Regional Insights: Why Wilkinson Stays in Canada
Despite Canada’s higher tax rates, Wilkinson remains committed to living and working there. He values the safety, natural beauty, and cultural inclusivity of Canada, arguing that these factors outweigh the financial incentives of relocating to tax havens like Puerto Rico. For Wilkinson, the balance between professional ambition and personal well-being is paramount.
Philanthropy and Legacy: The Bigger Picture
As Wilkinson reflects on his career, he grapples with questions of societal responsibility. Should billionaires be vilified for their wealth, or celebrated for their contributions to society? Wilkinson leans toward using his wealth to create positive change, emphasizing the importance of giving back while living a meaningful life.
His philosophy aligns with that of other philanthropic billionaires like Warren Buffett and Bill Gates, advocating for strategic, impactful giving rather than token gestures or tax-motivated charity.
Actionable Takeaways from Andrew Wilkinson’s Story
For aspiring entrepreneurs, Wilkinson’s journey offers several lessons:
Start Small: Solve a real problem, even if it seems mundane, and build from there.
Delegate and Scale: Learn to trust others and focus on high-impact activities.
Simplify Your Goals: Chase fulfillment, not excessive wealth or recognition.
Leverage Tools: Use technology to optimize productivity and eliminate distractions.
Stay Curious: Continuously learn, adapt, and refine your approach to life and business.
FAQs
1. How did Andrew Wilkinson become successful? Andrew Wilkinson became successful by teaching himself web design, starting a design agency (MetaLab), and later founding Tiny, a holding company that acquires profitable businesses. His success is rooted in solving real problems, delegating effectively, and adopting Warren Buffett-inspired investment strategies.
2. What is Andrew Wilkinson’s net worth? While Wilkinson has reached billionaire status at times, he describes his wealth as fluctuating due to the nature of business valuations. He prioritizes philanthropy and simplicity over wealth accumulation.
3. What is the “hedonic treadmill” that Wilkinson mentions? The hedonic treadmill refers to the tendency to pursue ever-higher levels of wealth or success without achieving lasting satisfaction. Wilkinson highlights this as a common issue among entrepreneurs and billionaires.
4. What tools does Andrew Wilkinson use for productivity? Wilkinson uses tools like OmniFocus for task management, Freedom and Opal for blocking distractions, and the Oura Ring for sleep tracking. He emphasizes systems and delegation to maximize efficiency.
5. What are Andrew Wilkinson’s thoughts on wealth and happiness? Wilkinson believes that wealth brings diminishing returns beyond financial security. He advocates for focusing on meaningful work, relationships, and philanthropy rather than excessive materialism.
Wrap Up
Andrew Wilkinson’s journey is a testament to the power of curiosity, resilience, and strategic thinking. From his early days as a barista to managing a portfolio of 40 companies, Wilkinson has shown that success is not about chasing trends or wealth but about solving real problems and living a balanced, meaningful life. By sharing his insights on the pitfalls of excessive wealth, the importance of delegation, and the value of simplicity, Wilkinson offers a roadmap for entrepreneurs seeking more than just financial success.
