The Product Craft Field Guide

Build with a clear vision. Deliver with focus. Learn and improve as you go.

Product Craft - Full guide

The complete written guide to the principles behind thoughtful product work, with practical explanations you can return to as you build. A 12-page PDF for founders, product leaders and makers.

The Product Craft Field Guide book cover, with a blue spine, geometric arch and black-and-white portrait on a white background.

A slide from the Product Craft presentation: start with a vision derived from first principles and dream big.

Product Craft - Full presentation

The visual companion to the field guide. Use the 24-slide deck to walk your team through the principles and start a better conversation about how you build.

Inspire with a big vision from first principles
Deliver with consistent focus and intention
Learn, iterate and scale over time

Included in the kit alongside the full guide and three practical printouts.

One request unlocks all five PDFs. Newsletter signup is optional.

Extra materials

Three practical companions to keep the principles close as you work.

Product Craft - Post-it reminder

A compact reminder of the three core principles. Print it for your desk, screen or notebook.

3 × 3 inch · PDF

A4 Product Craft cheat sheet with practical daily prompts

Product Craft - A4 cheat sheet

A one-page desk reference with the key ideas and prompts for putting them into practice.

A4 · PDF

Product Craft - Checklist

A practical review tool for building, handing over or improving a deliverable.

A4 · PDF

Based on extensive day-to-day interactions with leaders across the best companies in the world

About the Author

I build Startups, Products, Marketplaces, and Go-to-Market Strategies that scale.

25 years experience, including 10 years in Silicon Valley: Former Head of Product @ Uber Developer Platform. Co-founder of the DataPortability Project. Worked with Facebook, Twitter, Google, Microsoft, CNN, Disney, and more.

Currently, helping startups operate efficiently and fast-forward to the best answers as quickly as possible through Books & Articles. The Startup Podcast and 1:1 Strategic Advisory.

Learn more