Frank Takeaways

Frank Takeaways

Reflections

The Ocean Doesn't Apologize

What hermit crabs taught me about leadership

Jul 30, 2025
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Welcome to Frank Takeaways. I'm Frank, writing the notes worth keeping from decades at companies like Slack, Etsy, and Google. I run a coaching practice dedicated to guiding leaders through the tricky stuff of building products and high-performing teams.

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The woman on stage was talking about hermit crabs when I heard something that made me sit up:

"I would actually agitate them more. Today I'm the ocean, and today the ocean is dirty and mean!"

I'd never have been at this Pop-Up Magazine show if my former manager hadn't insisted. I was half-listening to Mary Akers explain how she'd accidentally become the world's most successful hermit crab breeder when that word — agitate — hit me like a wave.

That's when I understood what I'd been doing wrong as a leader for years.

After writing about where to position yourself (The Proximity Trap) and why to persist (The Good S…

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