“Don't trust anyone over forty… except Jay.”— Steve Jobs
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Read it. Use the tools on your product. If it wasn't worth $47, email [email protected] within 30 days and we'll refund you. You keep the book and all 12 tools.
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The book · The digital edition
50 years of product judgment from inside Apple, IBM and Intel… written as a letter to one founder. Every chapter opens with something Jay watched happen from a few feet away, tells you plainly what it teaches, then gives you the work.
“Don't trust anyone over forty… except Jay.”— Steve Jobs
Included free · The Twelve Tools
Every principle in the book has a page that makes it operable… the Vision Page, the Pain Map, the Cut List, the Experience Walkthrough, the Demo Standard, the Advisor Table, the One Sentence and Manifesto, and the rest. Print them, write on them, and finish the book with the work done instead of a stack of highlighted pages.
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15 questions across 3 columns: the product, the experience around it, the marketing. Score it, and the column with the most honest no answers is where your ceiling actually is. One sitting. You know which column you're in before dinner… and the argument about it ends the same day.
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Who to call, a copy-paste email that gets you the meeting, the 5 questions, and the 4 rules that stop you laundering the answers… including the one nobody follows: never defend the product. You come back with pages of their words instead of another round of your guesses.
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Apple didn't run on strategy decks. It ran on product reviews… and Steve ran them on everything the company shipped, not just the launches that made the news. This is that meeting, cut to a size your company can hold: the standing agenda, 60 minutes, 5 rules, ends in a decision. The product gets looked at before the invoices do… every week, whether or not you're in the room.
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People judge a product by its packaging, so everything about it has to carry quality… Markkula's word for it at Apple was impute. 10 touchpoints from first ad to second purchase, and a box to check every place your experience contradicts your promise. That's where your ad spend leaks. The unchecked boxes are your Monday list.
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Jay's 10 principles, formatted for the kitchen table. Put them where you'll see them. Read them until they annoy you.