“My observation is that the doers are the major thinkers. The people that really create the things that change this industry are both the thinker and doer in one person.” - Steve Jobs
Ideas are easy. Thousands of them light your mind every day.
Most are small, but some are big and persistent. A business plan… the plot of a story… a new product design…
It’s exciting!
But weeks later, most of those ideas are still stuck in your head. They never made their way into the world.
Let’s change that.
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0 → .1 is hyper-focused on beginnings. Its essays explore how our favorite things — brands, stories, objects — get their start and grow from there. It’s a manual for taking ideas and turning them into something real.
0 → .1 is about action: moving ideas out of your head, shaping them into something tangible, and then putting them on a path to growth.
It’s not a long collection.
It begins with distilling your ideas into a designing principle or brand vision, and from there, turning that vision into a cohesive growth system.
Along the way, we’ll talk through useful mental models. Things like inversion, first principles thinking, and the surprising virtue in melding contradictory ideas together.
By the close of these essays, you’ll be more than ready to take your best ideas from 0 → .1 and beyond.
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A quick word of warning: if you’re looking for notes on unit economics, material sourcing or legal know-how, this is not for you.
If instead, you’re a lean (or solo) team with an idea that wants to know where to start — then welcome, there’s much in these short essays that you’ll find value in.
How should you read 0 → .1?
Like all of your favorites. Print it out and highlight it. Write in the margins. Copy passages into Apple notes.
If you find anything valuable to your creation process, do everything you can to make it stick.
0 → .1 is a manual for bringing big ideas into the world.
