The 3-Year Rule
Judge every hard-to-reverse decision against the company you'll be in three years.
How I think
Named mental models I return to when a decision is hard, expensive or hard to reverse.
Intent over Instruction
Design for the outcome someone wants, not the steps they would have taken to get there.
Regulation as Material
Treat the rules as the walls of the channel. They decide where the flow can go, so design with them from the first sketch.
The Invisible Payment Test
If the customer notices the payment, the design isn't finished.
Leverage per Decision
Measure a week by the decisions that compound, not by the hours spent.
The Trust Ledger
Every interaction deposits or withdraws trust. It is the one balance that decides whether people keep sending money through you.