THE PRINCIPLES

How we solve a problem matters as much as the solution itself.

Jonny has spent most of his life solving problems—as a coach, business owner and inventor. The circumstances change, but the approach doesn't.

01 — FIND THE PROBLEM

Start with the problem we're actually trying to solve—not simply the thing we can see. Look at the data, talk to the people experiencing it and find where the system is getting stuck.

02 — DEFINE THE GOAL

Be clear about the outcome we're trying to produce. If we don't know what success looks like, we can't know whether what we're doing is working.

03 — BUILD THE PLAN

Use what we already have. Identify what's missing. Connect the people, resources and systems needed to move toward the goal.

04 — MEASURE WHAT CHANGED

Don't measure success only by what we spent, built or launched. Measure whether the outcome actually changed.

05 — ADJUST & REPEAT

If something isn't working, learn from it and change it. Keep what works. Fix what doesn't. Then measure again.

But a process alone isn't enough.

The principles below guide how we make decisions, use resources and work with people along the way.