Backwards Law

The "backwards law" (often associated with Alan Watts and popularised in modern writing) is the idea that the more you pursue something directly — happiness, status, approval — the more it eludes you; and that acceptance or indifference toward the outcome can paradoxically make it more likely. Pushing hard on a metric can distort behaviour (Goodhart); wanting something too visibly can make others withhold or you choke. Founders see it in culture (pursuing "culture" directly vs building it via work), growth (chasing growth vs building value), and performance (needing to win vs playing to play). The lens: for some goals, indirect pursuit or detachment from the outcome works better than direct pursuit.

For goals that are distorted by direct pursuit (happiness, culture, some metrics), try indirect strategies: aim at inputs and process, or at a higher-level goal that implies the one you want. Where "wanting it too much" changes behaviour (yours or others’), create distance — e.g. process goals, optionality, or explicit acceptance of failure. Don’t confuse this with inaction; it’s about how you orient, not whether you act.

Backwards law: direct pursuit of some goals (happiness, culture, approval) can make them harder to achieve; indirect pursuit or detachment often works better. Use it where direct pursuit distorts behaviour or weakens position.