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Jaguar

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Brand as a Promise

A brand isn't a logo — it's a promise you make and keep, worth paying extra for.

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Building the Network Effect Into the Product

For SaaS, ask if the product works better when users tell others — if not, your marketing is doomed.

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Consistent, Distinctive, Famous

The three-word brand brief for founders — and why fame is the nonlinear one nobody names.

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Design for Humanity, Not the Organogram

Small teams plus human briefs beat large teams plus metrics — reciprocity does not scale.

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Idiosyncrasy Preservation (The Stand-Up Comedian Test)

Protect the odd, inconsistent details of your product — idiosyncrasies count double.

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MAYA: The Right Amount of Weird

Ship the most novelty a market will swallow — one notch past familiar, never past comprehensible.

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Strategy3 steps

Seeing the System

Strategic thinking is naming the invisible systems and their self-protecting culture so you can change the rules.

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Self-Mastery3 steps

Taste and Standards as Meeting Spec

Good taste is knowing what people want just before they do; high standards means relentlessly improving the spec, not hiding behind perfectionism.

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Tension at the Center of Strategy

Every great strategy creates 'it might not work' tension — the possibility a customer falls in love with.

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Strategy5 steps

The Double Lock (Sober and Drunk)

Debate every big decision twice — once rationally, once psychologically — and only act if both agree.

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Strategy4 steps

The Four Strategic Choices

Choose customers, competition, validation, and distribution deliberately — each choice determines your product and your future.

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The Parallel Sweet Spot: Psychological, Technological, Economic

Solve all three constraints at once — running them in series is how great products die.

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The Purple Cow: Building Customer Traction

Make something worth remarking about, and engineer in advance what you want people to say.

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The Single Affordance Rule

One product, one job. Added functionality can subtract value by destroying clarity of purpose.

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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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