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Category-Attribute Fit

Don't pick a market then decide how to win. Work out what wins there, and only pick markets where that's who you are.

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Community as an Economy

Help your fans make a living from your product and their income becomes your distribution

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Content Market Fit

Treat content like a product: pick an audience, find their pain, and ship a painkiller

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Full-Stack Relationship Orgs

Replace support, success, research, PR and marketing with two teams that own a human relationship end to end.

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Optimizing for Feelings

Name the emotion the product must evoke, build to that, and use metrics only as an honesty check.

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Project-Chosen Leads and the Mutt Hire

PM is a role on a project, not a department — and you staff it with multi-disciplinary makers, not title-holders.

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Communication4 steps

Radical Trust Building

Not radical transparency — let people know you as humans, so the permission dialog gets the benefit of the doubt.

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The Ambassador Program Blueprint

Recruit the already-vocal, pay them in access not cash, and grow the cohort deliberately slowly

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The Atomic Unit of Sharing Test

Decide whether community-led growth will work for you before spending a dollar on it

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The Community Form-Factor Matrix

A two-by-two that tells you which kind of community to build given your PMF and buyer

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The D5/D7 Ungameable North Star

One metric that fuses retention, engagement and growth — tracked as growth rate and cohort slope, never absolutes.

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The Made-Up Name Reset

Give a team or feature a name nobody recognizes, so nobody can skip the argument about what it should be.

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Leadership5 steps

The Team Is the Product

Choose the company you want to build first, pick a problem worthy of it, then treat every hire as a product launch.

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Values as a Mirror

Don't author values. Interview the whole team, harvest their exact words, and write them back as a story.

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