You can’t have more than one top priority. You just can’t.

Deciding to prioritize one thing means, by definition, deciding not to prioritize something else. This is as self-evident as it is easy to ignore — which is why it’s important to be intentional about it. The alternative is trying to do everything, which defeats the whole purpose of setting priorities.

You can’t dedicate forty hours to five different projects next week — at least, not without some kind of Hermione Granger-type time travel. We all know this, in the abstract, but fail to keep it in mind while planning. It’s easy to make every project the top priority, but that actually means that we have no priorities.

I’ve been burnt out enough — and confused by time travel plots enough — to know what that leads to: getting nothing done. That’s why it’s a good idea to be explicit about which projects aren’t a priority, not just which ones are.

A weekly list of deprioritized projects

We’ve been thinking a lot about priorities at Zapier this year. Everyone here writes a weekly Friday update , which until recently was more-or-less a weekly list of completed tasks.

However, that approach lacked focus, so we changed things up: now everyone outlines what their top priority was in the past week and what their top priority will be in the week to come. This exercise forces us to think about which project is most important and commit to making progress on it.

But, like I said, there’s a flip side to deciding on a priority, and that’s deciding what’s not a priority. Michael Shen, Director of Advertising and Paid Media here at Zapier, decided to make this explicit every week. In a recent Friday update, he wrote:

And so he has, using his weekly update to catalog not only the things he prioritized, but also the things he intentionally didn’t prioritize.

“Deprioritization is normal, but we don’t yet do a great job of it at Zapier,” Michael told me, adding that making this change has given him both clarity and balance. “Since making this change, my work-life balance has been so good that I feel pretty guilty about it.”

He shouldn’t feel bad — he set a priority and stuck to it. For Steph Donily, Head of Content and Communications at Zapier, publicly admitting to deprioritizing projects is, in part, about setting a good example when it comes to work-life balance.

“It’s not comfortable admitting that I can’t do everything myself,” said Steph. “But I have to deprioritize projects because I want to make it clear that it’s ok for my team to do the same thing.”

It’s important to note that deprioritizing something doesn’t mean not doing it — it means not doing it now . Both Steph and Michael are explicit about this in their updates, stating that these are projects they will get to eventually. They just weren’t the most important thing to invest time in at the moment.

Decide how you will, and won’t, invest your time

You only have so many hours in a week, so make sure you’re using them for the things that matter most right now. Pick one priority every week and stick to it.

You might be able to finish five projects next week. That doesn’t mean all five projects are your top priority. Prioritization is about figuring out which things you will invest your time in, in the short term. Deprioritization is about figuring out which things you need to put off until later.

Prioritizing one project means deprioritizing something else. That’s just how it is. You can ignore this reality, or you can be intentional about addressing it.

This article by Justin Pot was originally published on the Zapier blog and is republished here with permission. You can read the original article here .

Want a great developer? Stop obsessing over resumes and share a falafel

If you Google “freelance developer vetting process,” you’ll be bombarded with more than a quarter million results.

Most of the advice follows the same general themes:

Review work samples

Put them through a test project

And evaluate their English skills (if the developer is overseas)

These screening tips are all useful, but something important is missing: the “Falafel Test.”

Let me explain.

Businesses can’t afford to be wrong when it comes to hiring developers. Sinking precious time and hard-earned money into finding a freelance developer — who turns out to be pompous, with poor email etiquette — is devastating. It’s like ordering that “perfect” pair of jeans online, only to discover that they’re itchy and ill-fitting.

Make no mistake: quality is crucial.

But writing great code is only one aspect of an all-star developer. I know you may be skeptical about that idea (please don’t close this tab), but give me a few more seconds, and consider this:

Experience and skills are just the starting point.

You need a human being .

A human being you actually look forward to speaking with and who can restore your faith in freelance developers.

But as many project managers find out the hard way, a resume doesn’t always convey this sought-after humanity .

That’s where the “Falafel Test” comes in. Here’s what it is:

The Falafel Test is an informal 30-minute meeting where you and your prospect enjoy a falafel — virtually or not — before you mention a single line of code. Startups tend to put the cart in front of the horse when hiring developers — but the Falafel Test keeps the cart right where it’s supposed to be: safely behind the horse.

So, what exactly can you learn from a Falafel Test, a Pizza Test, or a Taco Test (depending on what food you like)? Moreover, what are the top developer traits that are often conveniently edited out of resumes?

Let’s take a look.

What does the developer do when they’re not building websites?

Remember the addictive smartphone game, Flappy Bird?

I once worked with a developer who coded his own version of the game, but with dinosaurs instead of birds — just for fun.

The game was hilarious (and equally addictive as the original).

You’re probably thinking, Who cares? That has nothing to do with building websites .

But side projects like these are often a window into a developer’s willingness to take initiative.

You might worry that building an app on the side would distract the developer, but truthfully it’s a sign that the developer is hungry .

Getting to know what a developer does with their free time can also tell you a lot about their depth of personality. Hiring great coders is important, but you also want to collaborate with interesting people, too.

You might be torn between two equally qualified candidates. But if you discover one is planning to run across the country or start a cooking channel on YouTube, you know who’s going to get the nod.

Do they truly understand what your business is about?

Freelance developers often fall into a habit of saying “yes” to working with businesses they don’t truly comprehend — understandably so. They want work, and don’t want to disqualify themselves with the slightest indication that they don’t know what they’re getting into.

But the fake-it-till-you-make-it mentality almost always fires back on both parties.

Trust me.

The blame for this communication gap usually falls on the developer, but in reality, it’s a two-way street.

As a project manager, you must realize that your developer is going to have a tough time reaching their potential without a close grip on your startup.

Do they understand your brand values?

Are they familiar with your tone of voice?

Can they define who your target audience is?

If not, you’ve got to bring them up to speed before you bury them in work.

Freelance developers need to understand code and the nuances of the business they’re contracting for — something that can only be ensured via a face to face conversation over, say, a falafel.

How’s their email etiquette?

Now let’s say you’ve covered the first part, and you think you’ve found your dream developer.

They have all the skills and experience to make them a perfect fit for your team.

But you start exchanging emails… and something is wrong, very wrong: their emails look like they’ve been sent by an angry fourth grader.

Maybe they take too long to respond; maybe their emails are riddled with typos; or maybe they’re just downright rude. Contrast these two responses to a Falafel Test invitation:

If your “dream candidate” sends curt, erroneous emails to you — the person paying them — how do you think they’re going to interact with other team members? A developer might be able to write pristine code, but if he or she can’t write a coherent email, you’re in for big trouble.

Vetting the email etiquette of your candidates isn’t about being a grammar stickler. After all, they’re writing code, not novels. It’s about ensuring they can deliver clear messages and participate in nuanced discussions without sounding foolish — something you need to find out sooner rather than later.

Are they a honey badger?

Credit: Derek Keats Let’s take a moment to discuss a skunk-like mammal called mellivora capensis , otherwise known as the honey badger. Wait what, from falafel to honey badgers? Yes, but I promise it makes sense.

These animals are thick-skinned, literally.

Honey badgers can survive arrows, spears, and even snake venom. But they’re not just tough — they’re also cunning. Honey badgers are one of the few animals that use tools to get what they need.

Your freelance developer needs both of these traits — thick skin and a nimble brain — to thrive. But those can’t be conveyed in a resume or portfolio. Sure, they might describe themselves as “open to criticism” or “a quick learner.” But the only way to find out for sure is to sit down face to face and justify those descriptions.

First things first: your developer needs to check their ego at the door. Ask them to tell a story about a time their work was challenged, and how they responded. If you sense that he or she is easily offended by criticism and thinks their way is the only way, move on.

On the other hand, your developer needs to be quick witted. Startups are known to pivot on a dime, and the developer must be able to pivot just as quick. To gauge this trait, ask what they do to stay cool under pressure or how they manage frequently-changing requests.

Great resumes don’t always beget great developers

As a startup founder, your to-do list grows longer by the minute. As deadlines loom, you might be tempted to jump the gun on hiring developers.

Of course, freelancers are a lifesaver when you get a sudden influx of work or if you can’t squeeze a full-time developer into your budget. But while freelancers can keep a business lean and nimble, it’s important to understand that hiring them is more of an art than a science.

Many of the online platforms that match freelancers with businesses see developers as commodities. This creates the illusion that every full-stack javascript developer would mesh well with your culture, or that any WordPress developer can comprehend your startup’s goals.

However, as we discussed in the examples above, that’s far from the case.

Hiring a developer based on their resume alone is like buying a car without taking it for a test drive. Both decisions require you to consider nuances that simply can’t be accounted for without a real-life interaction.

It just goes to show: a falafel can be the difference between a successful startup launch and a web development nightmare.

The new Chinese digital consumers your business needs to target

China, the site of COVID-19’s initial large outbreak, has done exceptionally well at controlling the infection since then. This has enabled the country to kickstart its economy in record time but along the way, things have changed. Understanding and adapting to these changes may take time but it will pay off in the end.

Understanding the globe’s most active and unconstrained consumers isn’t just a lifeline for startups when other markets are closed or slow. They offer a glimpse at trends in the world’s largest market after the coronavirus. We can see some patterns already present in the West that are new to China and some patterns that might make their way from China to the world.

Now if your brand is ever contemplating going into the Chinese market, there are four core emerging groups and three familiar ones that I believe to be essential to future success, based on my experience here in China. Let’s start off with the emerging groups:

1. Young adults in lower-tier cities shine

This group of consumers is less affected by an overall slowdown because consumption in lower-tier cities is accelerating despite what’s happening in top tier cities. Their income is increasing but their cost of living isn’t.

While they tend to pursue lower priced items, they’re also making luxury purchases. Their annual luxury purchases tally up to about 393,900 RMB, compared to 344,100 RMB in Tier 1 cities and 275,000 RMB in Tier 2 cities.

Chinese tech companies are already profiting handsomely from tapping this market made up mostly of young and single consumers they call the Xiachen (下沉 “sunken/down”) market.

The number of internet users in this group increased by 24.61 million in March and 70% of new users on Taobao and JDom came from here. Pinduoduo, Vipshop, and Xianyu are also popular platforms.

They’re buying electric appliances, entertainment products, real estate, cars, domestic beauty brands, and products from short-video platforms. In terms of cosmetics, Estée Lauder and Perfect Diary are the top brands.

2. Silver surfers ride the digital wave

China has an aging population so engaging with them is a necessity and an opportunity brands should grasp in 2021.

Since the pandemic began, older consumers have become much more comfortable online and are now firmly a part of China’s e-commerce shopping force. In the first half of 2020, seniors made 55% of their apparel purchases online.

There are more senior female internet users at 57.1% and around 43% of active senior netizens are from 1st and 2nd Tier cities. Most of them use Taobao for online shopping, followed by JD and Pinduoduo. They use social networks like WeChat and QQ, video platforms like iQiyi, and news and information sites and apps.

They’re looking for experiences, social connections, and learning opportunities. In terms of products, they want home appliances, health supplements, travel options, insurance and financial products. China’s elderly social entertainment market is expected to reach 882 billion RMB in 2021.

China’s elderly have no time for brands that talk down to them. Marketing should feature older people who are proud of their age, their achievements and aren’t afraid to show their flair and personality.

3. The market for pet owners is soaring

This is a growing consumer group in many markets as Covid prompted a dramatic decrease in pet relinquishment and a huge rise in pet adoptions in many countries . 202.4 billion RMB was pumped into China’s pet market in 2019, a YoY increase of 18.5%, with online sales exceeding 30 billion RMB. Chinese pet lovers are even buying luxury products for their pets.

One survey found that although only 22% of households in China have pets, the numbers still add up to 100 million families and pet owners tend to be concentrated in first and second tier coastal cities.

Younger pet-owners are eager to provide the best lifestyle for their pets and there’s rising demand for dry shampoos, paw lotions, and pet cleansers. Between June and December of last year, these products saw triple-digit sales growth on Tmall Global. Pet owners have even been using social media to arrange playdates for their pets.

For brands that aren’t in the pet space, co-branding items or promoting with pet bloggers and influencers that match your brand is a smart move.

4. Power women are staking their claim

Women in their 30s and older are undoubtedly one of the most discussed consumer groups in China this year. Two shows – Sisters Who Make Waves and Nothing But Thirty – have been instrumental in a different kind of representation for women in pop culture in China – older, strong, empowered and some who are divorced or single mothers.

Chinese women with higher education and greater participation in the workforce have more financial autonomy and personal freedom than ever before and are spending more time online than ever before.

They’re looking for experiences, adventure, beauty, self-care, health, fashion, and knowledge but they’re not only spending more on themselves. They’re also responsible for three quarters of household purchasing decisions.

Recommendations, promotions, group buying, and live-streaming influence female consumers a lot. This is reflected in their use of WeChat mini-programs, WeChat private groups and shopping recommendation communities like Red. Luxury brands are benefiting most from the 70% of global luxury spending growth thanks to China’s affluent middle class, millennials and female consumers.

Brands should avoid stereotypes in their marketing campaigns for women in this group and pay attention to consumer sentiment on Chinese social media. One thing brands can’t do is ignore this group.

If you want to make smart moves into the Chinese scene, those four emerging groups are a great bet. But in addition to those, there are three familiar groups that continue to play a big role:

1. Gen Z consumers with zeal, but on a budget

Gen Z’s dot com kids were born after 1995 and are expected to make up 27% of the population by 2025. They’re digital natives who spend an average of 4.7 hours a day on their phones.

They like Guochan (国产 “domestic”) products featuring traditional Chinese design, live streaming e-commerce , Pinduoduo, with its integrated e-commerce and group buying, and Xianyu’s second-hand trading.

Because of the pandemic, they’ve adjusted their priorities and more than 70% are now buying for their families instead of just themselves.

2. Middle-aged men are managing their image

In the 30-49 year old age group there are 11 million more men than women and, for luxury and grooming products, they’re a large potential consumer group.

The top three products for men in their 40s are alcohol, 3C (computers, communication, and consumer electronics) products, and watches. They also like home appliances, auto accessories, tobacco, hair loss treatments , grooming products, supplements, vitamins, and — surprise, surprise — skincare items. They’re especially interested in products that help them look younger.

3. Happily single and spending

Singles were already an up and coming group but since COVID-19, more have adopted the single life as a health protection strategy. Men make up the majority of China’s 260 million single adults. They’re seeking experiences, enjoyment, high quality, and convenience.

Hot pot restaurant chain, Haidilao’s strategy for its single customers was to provide them with teddy bears so they didn’t have to eat alone and had a photo op for social media. Over 70% of post-90s who live alone also have pets.

Brands need to re-establish a connection with consumers and embrace them as they, and the world around them, changes. The effort will be worth it. As the Chinese proverb says, when the winds of change blow, some people build walls and others build windmills.