This post is part of a series to go with the Project Kazimierz podcast. This interview is on line here. 

Asaf Navot is the founder of Home Made in London, a fast growing residential property service which is both cheaper and better than existing services.

Prior to founding his startup Asaf did an MBA at Insead, was a consultant with Bain Private Equity Group and Wilson Perumal, and served in the Israeli Armed Services

My goal is to have a post on my blog here  supporting podcast interviews when I have reflections to share – though  these thoughts are mine, not Asaf’s).

I don’t post video footage of the interviews but when the internet connection is good enough I prefer to video Skype – using Call Recorder software – as communication is better when you can see each other.So what five insights would I particularly especially like to share from this podcast ?

1 The value of military experience in leadership development. I was so wrong about this in the past. It deserves a separate article in the future.

2. The importance of leadership in any business. I discovered this way too late in my life. If you don’t know anything about leadership in startups, click here or ask me to write another blog post.

3. The importance of unit economics. Asaf talked about this at the British Computer Society Cambentrepreneurs Event in London where I met him. It’s so basic and so important. When you acquire a customer, how much money will you be making. The gap between revenue and costs. What I call chapter one of the “Ladybird Book of Business”

4. The value of operational excellence as a competitive advantage. Harvard Business Review were writing about it here   just a few months ago

 It’s important. Forget the Nintendo, beanbags and frisbee. Get things done fast, efficiently, and as well as possible at the lowest cost without compromising on quality and you will win.

5. He has great insights into interviewing and recruitment. You have to listen to hear them all, but I love he explains why it is important to hear who a candidate believes he or she has inspired or influenced.  His approach to people management, one -on-ones and personal development is very aligned with Manager Tools (also run by ex Military people) of which I am a great fan.

Apart from these five points. Asaf shared a new thought or rather piece of advice with me. If someone tells him they are thinking of starting a business, he says

“If you are thinking of starting a business – don’t”

It’s counter intuitive but powerful. What he means is “You should only really start a business if you are so driven by the idea, you can’t stop yourself.”