The reference shelf
Find the principle
for your next move.
Use one to change a decision. Keep the others as checks on what that decision could damage.
9 of 9 principles
01Demand
Make customers choose you
Why will customers change what they do?
3 min read · Practical actions02Learning
Attack the assumption that matters most
What must we learn before we commit?
3 min read · Practical actions03Focus
Focus where you can win
Where can we build a position worth having?
3 min read · Practical actions04Adoption
Build the path from interest to adoption
How does interest become a customer outcome?
3 min read · Practical actions05Economics
Know what each sale earns and consumes
What does a sale earn and consume?
3 min read · Practical actions06Scaling
Move fast; scale on evidence
What deserves more resources now?
3 min read · Practical actions07Team
Build a team that owns outcomes
Who can deliver without a founder rescue?
3 min read · Practical actions08Advantage
Build advantages that compound
What gets stronger with each cycle?
3 min read · Practical actions09Resilience
Preserve the ability to choose
Can we act if our preferred route is delayed?
3 min read · Practical actions