At the start of every new business, you are the product. Yes, you—the designer, the engineer, the problem-solver.
You bring value with your skills, grit, and the guts to risk it all. If you’re lucky, you may find partners and add fuel or an engine to this rocket you’re building.

This could be your story. You’re tired of sitting on the sidelines. You want to make a difference, to do something worth waking up for. You’re tired of the 9-to-5 grind, watching others get ahead while you feel stuck.
You don't want to think of mass layoffs or last-minute reorganisations whenever a CEO wants to shake things up.

There are only a few paths forward. You might be born into wealth and start with family money, you might bootstrap your way up, or you might convince someone to bet on you. Most of us don’t get option one, so we’re left with the rest. Either way, this isn’t for the faint-hearted.

Pro tip! - Before you jump into this madness, get clear on your endgame. Is it getting rich, solving real problems, or maybe both? Know what you’re aiming for, or you’ll drift—drifting’s not an option.

And remember—no rocket launches without a solid launchpad, something the flames push against. That’s just physics. That’s your foundation. That’s what this story is about. 

A product is much more than a collection of features; it’s a vehicle for value.
If you’ve made it this far, I mean, you believe you have a product; it means you have a decent understanding of the problem you want to solve, some valuable insights, a sense of context, and a fair idea of what the solution should look like for your customers. More importantly, you believe it’s worth the risk.

Pause for a second. Reread the paragraph above.
If you’re diving into product-building because you got swept away by a trend or are sleepwalking with an idea you’ve clung to for years, now is the moment to press pause. Doing so might save you a lot of money — and a lot more.
As an entrepreneur, you have to be able to say: This is as far as I go, not one step further.

But if you’ve read the above and are sure the line you crossed was the right decision, good. Now, try to look at your product through the Product Levels Framework — it helps everyone around you connect the dots. Here’s how it works:

A successful product operates on [at least] three levels: Core, Actual, and Augmented.
This is where you start building a lasting product.

At the centre of it all is the core product—your precious cargo. This is the value you deliver, the thing people pay for, line up for, talk about, and even envy. It’s what they’re willing to part with hard-earned cash for—or take out a 30-year loan to have. This core value is unshakable, even as everything else changes around it. What’s the real value here? Is it status, security, comfort, or care? Maybe it’s access, connection, or something deeper. Nail this down, and you’re already halfway there

Next up is the actual product—the tangible stuff. This is how you deliver that core benefit through design, features, quality, and branding. It’s what customers experience firsthand. Sure, you can iterate and refine these elements, but remember: they’re here to serve that core value, nothing more.

A word of warning: this is where many designer-founders get lost. This is the stage where they flex, stay true to their skills, and honour the craft. It’s tempting to pour everything into the details. But be mindful, be measured—don’t lose sight of the mission.

Finally, look beyond the product itself. This is your augmented product. It’s everything that makes using your product easier, more satisfying, and worth returning for. Think customer support, tutorials, warranties, events, memberships, and subscriptions—the levers that keep customers connected.

The doorman and the little touches keep your promise and delight. This is the ecosystem around your product, the reason customers stick with you and stay loyal. The most successful companies have built religions around this; their stores are like cathedrals.

Here’s where context comes into play. Your product exists in a market filled with noise and competition. Context shapes everything—what problems matter, which solutions stand out, and why some products thrive while others fade. Ignore it, and you’re already lost. But understand it, shape it, and your product becomes something people can’t ignore.

Building a product isn’t just about creating something; it’s about building something that stands out in the world. It’s not about shipping as fast as you can; you’ve been lied to—there’s a cemetery full of things that moved fast and broke things.

Instead, remember that slow-cooked soup your grandma makes once a year for Christmas.
That first bike with chipped paint your uncle fixed for you, the first computer you built from spare parts with your best friend? That's how your customers care and feel, and they don't need you to rush.
Getting the product out the door isn’t everything; it’s just one step in a long journey that gets harder with every step.
Those who’ve had to pay the bills in a startup know what I mean. Those who must pick up the phone when investors call for their 10x returns understand. If you don't know what I'm talking about, get ready.

Are you ready to leave a dent? If you’re serious about this journey, talk to your team and join Foundations.
We teach teams of founders and creators like you to think through every angle of product-building.