Who this is for

Operators running or building a software company.

If you have ever nodded along to a conversation about software business strategy and metrics while quietly not following it, this is for you. No prior knowledge assumed, and nothing skipped because it is "obvious".

What people usually ask first

• Where do I even start with this?
• Is the thing I have been told actually true?
• What happens if I do nothing?
• How do I tell a good option from a bad one?

Tone

Warm, plain-spoken, no jargon unless we define it first.