“he's also written a book called brands that mean business it's a great book it deserves to be much more famous actually”
Branding That Means Business
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Related frameworks
Consistent, Distinctive, Famous
The three-word brand brief for founders — and why fame is the nonlinear one nobody names.
Design for Humanity, Not the Organogram
Small teams plus human briefs beat large teams plus metrics — reciprocity does not scale.
Idiosyncrasy Preservation (The Stand-Up Comedian Test)
Protect the odd, inconsistent details of your product — idiosyncrasies count double.
MAYA: The Right Amount of Weird
Ship the most novelty a market will swallow — one notch past familiar, never past comprehensible.
The Double Lock (Sober and Drunk)
Debate every big decision twice — once rationally, once psychologically — and only act if both agree.
The Parallel Sweet Spot: Psychological, Technological, Economic
Solve all three constraints at once — running them in series is how great products die.
The Single Affordance Rule
One product, one job. Added functionality can subtract value by destroying clarity of purpose.
The User Imagery Adoption Test
Adoption stalls on who owns the product, not what it does — audit your user imagery before you scale.
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