Jason Fried

Principles are our summary of their public statements.

• Speak the Customer's Language

  Writing

  Avoid technical jargon, internal lingo, and acronyms to ensure the interface is clear to the actual audience.

  2 more supporting quotes are in the member records.

  Source 09.7 Copywriting Is Interface Design  (opens in a new tab)

• Learn through immersion

  Learning

  Deep understanding of a business or industry comes from embedding oneself in the actual work and learning the ropes firsthand.

  1 more supporting quote is in the member records.

  Source Heard Something Read Something Saw Something 10 2972cc25  (opens in a new tab)

• Avoid internal sabotage

  Mindset

  Rooting against colleagues or setting traps to prove them wrong is self-destructive and toxic to the organization.

  2 more supporting quotes are in the member records.

  Source Always Cheer Ccd76145  (opens in a new tab)

• Accept the risk of judgment

  Mindset

  Moving is difficult because it invites judgment and potential failure, but it is the only way to reach a destination.

  Supporting quotes

  • “Business is filled with not moving, because not moving often looks like moving. Meeting about it. Considering it. Conceptualizing it.”

  1 more supporting quote is in the member records.

• Show the actual product experience

  Marketing

  A promotional site should use screen captures and videos to show exactly how the app looks and functions.

  2 more supporting quotes are in the member records.

  Source A Powerful Promo Site | Getting Real  (opens in a new tab)

• Clarity and casualness in persuasion

  Writing

  Writing that is clear and casual can be more persuasive and professional than formal corporate language.

  1 more supporting quote is in the member records.

  Source Heard Something Read Something Saw Something 12 2d58940c  (opens in a new tab)

• Hire for Cognitive Flexibility

  Team

  Look for people with organized minds who can communicate with customers and shift gears quickly when the company changes direction.

  2 more supporting quotes are in the member records.

  Source 08.4 Get Well Rounded Individuals  (opens in a new tab)

• Minimize the cost of changing minds

  Decisions

  By making smaller, less arduous decisions, the company can pivot quickly without needing heavy justification for changing course.

  2 more supporting quotes are in the member records.

  Source What I Think Not What I Thought 99cae1d0  (opens in a new tab)

• Practice Radical Transparency

  Marketing

  Share company philosophies, discuss competitors openly, and hint at upcoming features to foster community loyalty.

  2 more supporting quotes are in the member records.

  Source 15.2 Keep The Posts Coming  (opens in a new tab)

• Apply Constraints Universally

  Focus

  The principles of simplicity and embracing constraints can be applied to various fields beyond software, from music to cooking.

  3 more supporting quotes are in the member records.

  Source 16.1 Start Your Engines  (opens in a new tab)

• Build the Hill Not the Push

  Productivity

  Instead of forcing individual tasks to completion, focus on building a process and environment where work flows naturally.

  Supporting quotes

  • “You can push a ball uphill, but should you? Not only does it take a ton of effort, you can't really see what's over the edge until you get to the top of the hill.”

  1 more supporting quote is in the member records.

• Never delegate your voice

  Leadership

  A founder should never let an assistant or a ghostwriter handle their personal communications, social media, or emails.

  Supporting quotes

  • “Speak for yourself. Don't let anyone speak for you. Don't have someone else Tweet on your behalf. Or write posts under your name. Or take your calls. Or read or respond to your emails.”

  1 more supporting quote is in the member records.

• Embrace Resource Constraints

  Strategy

  Operating with limited cash and staff forces a business to focus on essentials and drives creative problem-solving.

  Supporting quotes

  • “The sad fact is cashing in often begins to trump building a quality product.”

  1 more supporting quote is in the member records.

• Prioritize shared experiences over work

  Leadership

  Focus offsites on building relationships through shared meals, activities, and personal stories rather than just business tasks.

  Supporting quotes

  • “Remote work remains our preferred method - and we'll continue building our global group remotely - but getting together like this brings crystal to clear: Nothing beats a meal, a smile, a handshake, and a hug in person.”

  1 more supporting quote is in the member records.

• Explain the Value of Upgrading

  Marketing

  Instead of just blocking access to a feature, explain why it is unavailable and how upgrading will benefit the user.

  2 more supporting quotes are in the member records.

  Source 13.8 Inline Upsell  (opens in a new tab)

• The One Month Tuneup

  Product

  Plan to release a major update exactly 30 days after launch to maintain momentum and show customers that the team is responsive.

  2 more supporting quotes are in the member records.

  Source 15.1 One Month Tuneup  (opens in a new tab)

• Air out the product

  Strategy

  Launch the core features first to gather real-world feedback before deciding which secondary features to build next.

  2 more supporting quotes are in the member records.

  Source 15.1 One Month Tuneup  (opens in a new tab)

• Accept Human Nature in Reporting

  Customers

  Users will not check if a bug or feature has already been reported, so do not expect them to do administrative work.

  2 more supporting quotes are in the member records.

  Source Enough Feedback Ccbc303c  (opens in a new tab)

• Pick a fight to stand out

  Strategy

  Identify a dominant competitor or a common industry practice to oppose, which helps define what the product will not do.

  Supporting quotes

  • “Sometimes the best way to know what your app should be is to know what it shouldn't be. Figure out your app's enemy and you'll shine a light on where you need to go.”

  1 more supporting quote is in the member records.

• Strive for Zero Training

  Product

  Design products to be so intuitive that users can succeed without reading a manual or attending a training session.

  Supporting quotes

  • “You don't need a manual to use Yahoo or Google or Amazon. So why can't you build a product that doesn't require a manual?”

  1 more supporting quote is in the member records.