A Field Guide for Founders, Leaders, and Creatives Who Build Under Pressure
A Book, By Me!
A book for people who build things, products, companies, teams, and ideas.
In UX and product work, the biggest risks aren’t UI decisions, they’re business clarity, founder alignment, and the assumptions teams build on without realizing it.
The BS-Free Business Test gives founders and product leaders a practical way to cut through noise, get grounded, and make better decisions… before investing design and engineering effort in the wrong direction.
Why a UX/Product Strategist Wrote This Book
For 20 years, I’ve led UX teams, built products for global brands, and helped founders turn early-stage chaos into clear, actionable direction.
The truth is simple:
Most UX challenges aren’t UX problems, they’re business clarity problems.
This book helps founders (and future founders) get that clarity before they waste time, money, or momentum.
Inside the Book, You’ll Learn How To:
- Define a vision that actually guides product decisions
- Validate your assumptions before designing anything
- Understand the numbers that will shape your roadmap
- Build a business model people will pay for
- Avoid burnout, misalignment, and “pivot addiction”
- Create systems that let your product grow without heroics
- Lead with clarity, not reactive pressure
This book was written as a field guide and is something you can use with your clients to build better products and business decisions.
Who This Book Is For
Founders: Need a reality check and a clear way to translate an idea into something workable.
Product Leaders: Want to reduce chaos, improve alignment, and avoid redesigning based on unclear direction.
Designers & UX Pros: Want to understand the business behind the product, so they can design smarter, not harder.
Agency Creatives: Who frequently work with unclear clients… and want frameworks to lead conversations with more confidence.
Free Tools
THe BS-FRee One-Page Business Plan
A clarity tool I use with clients to structure vision, value, and revenue before UX begins.
The BS-Free 8-Minute Checkup
A fast way to spot misalignment or blind spots that will derail product work.