Before you spend another dollar on your product idea, ask yourself one question.
Is this actually a business?
A founder's guide and workbook that helps you validate whether your consumer product idea is actually a business, before you invest the time, money, and years it takes to find out the hard way.
Both buttons go to Amazon. While the eBook is enrolled in KDP Select, it can’t be sold as a digital file anywhere else, so this page sells through Amazon rather than a site checkout.
16 years in rooms where these decisions actually get made.
For more than 16 years I worked across brand strategy, pricing, innovation, e-commerce, retail growth, and business performance, managing more than $600 million in business and brand portfolios on products sold across mass, club, drug, grocery, specialty, and e-commerce channels.
I kept seeing friends and family make the same costly mistake: a recipe perfected before anyone paid for it, packaging ordered before a stranger said yes, inventory produced before the economics were understood. Big brands run this rigor by default, founders usually don't know they need to. So I wrote the guide I wish someone had handed them.
You've got a product idea. Maybe it's a sauce your grandmother made, or something you built because nothing on the shelf ever quite solved the problem.
This book is for founders who have an idea, a prototype, or early sales and want a structured, no-fluff way to pressure-test it before scaling, the exact questions you need to ask yourself before a product earns a spot on the shelf, not after you've already spent the money finding out the hard way.
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Ground Zero Companion
WorkBook & Worksheet
The worksheet version of the book's tools, fill-in-the-blank pages for testing your own product idea.
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The Growth System Your Marketing Has Been Missing
A short guide for founder-led consumer brands that shows why growth feels random, where the system is breaking down, and what to fix first.
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Beyond Ads: A 5-Step System
A 5-step guide for founder-led brands that shows why growth feels random without a connected marketing system, and what to fix first.
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