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Some Problem Language Teardowns
Real-world examples of vague startup language rewritten into punchy, problem-first copy that converts.
The De-Atomized Startup
In an effort to focus on your startup, don’t strip everything away — bring your idea into your life. It’s one way to connect the dots early on.
Practical Loss Aversion
Most customers hate losing more than they like winning. Use that to shape copy, pricing, and your pitch.
The Psychology of Human Misjudgement
Charlie Munger’s timeless mental models for avoiding bias and making better, faster startup decisions.
Why Customers Overpay
People don’t pay for features — they pay to reduce fear, earn status, or feel something. Price accordingly.
The Remove List
A simple weekly ritual for clarity and momentum: remove the things that no longer serve your startup.
Who Changes Your Business?
A systems-based approach to figuring out which stakeholders actually drive your startup forward — and who just feels loud.
The Three Types of Problems
Not all problems are created equal. Here’s how to spot the ones that matter most to your customers (and ignore the rest).
The Fastest Way to Grow
The real unlock for early growth isn’t ads or hacks — it’s solving one specific pain better than anyone else.
85% of the Way
Why shipping something at 85% done often beats waiting for perfection — and how that unlocks real progress.
Only Speak to People Who Already Get The Joke
Don’t waste time convincing skeptics. Build for the believers and watch your momentum multiply.
A Jobs Reminder
A vacation-inspired reminder that customers “hire” products to do emotional jobs — not just logical ones.
Cold Email Breakdown Using Thrust + Drag
Deconstructing a cold email with a startup lens: what moves a reader forward, and what slows them down.
The Clouds and Dirt of Risk
A framework for managing risk in a startup: keep your head in the vision and your hands in the messy details.
Knowing Incentives
Customers don’t act out of logic — they act out of incentive. Here’s how to uncover and align with what really drives them.
An Uncomfy Story
A quick story about how picking “uncomfy” things to pursue can pay off if you prioritize them.
Some Reminders
A grab bag of founder mindset gems to help you stay grounded, brave, and motivated on rough days.
An Extra Circle
A metaphor for going deeper than surface-level startup thinking — especially when your first solution stalls.
Backwards Walk
A fast and flexible way to plan: visualize where you want to be, then walk it backwards to find the next step.
How to Stay Irresistible
The secret to staying top-of-mind with customers? Relentlessly solving one clear, emotional pain point.