This document outlines a framework called "The 10x Launchpad" for building an exponential business that does more with less. It discusses setting the purpose, marketing to highly profitable and loyal customers, developing digital or lightweight physical products, implementing an internet-centered and data-driven operating system, leveraging an on-demand workforce and crowd knowledge, and planning the business exit from the start. The goal is to design a sustainable business that is inspired by a greater cause, deeply engages customers and employees, and scales in an autonomous and exponential manner.

1. Gearing up for an exponential
business.
THE 10x
LAUNCHPAD

2. WHAT ARE WE TALKING ABOUT?
How to design a business that does more with less.
A framework for building and running an
exponential business.

3. OUR JOURNEY
PURPOSE MARKETINGCUSTOMER
EXIT
PRODUCT
WORKFORCE
OPERATING
SYSTEM

4. CONTEXT
Think of this as a pre-flight checklist. Setting the pace and
direction before diving into the business-building process
— a frame of reference when making startup decisions.
We call it The 10x
Launchpad.
Not intended to replace startup methodologies — but to
complement.

5. OVERALL STUFF
● Always be improving
● Always be remarkable
● Always be journaling
Each one provides a compounding effect.

6. PURPOSE MARKETINGCUSTOMER
EXIT
PRODUCT
WORKFORCE
OPERATING
SYSTEM

7. ROOTED IN WHY
● How does your business make meaning?
● Your vision of a better world
● Everything your company says and does centers on
bringing that vision to fruition
● ‘Why’ is not ‘why I’m doing it’ — It’s ‘why does your
tribe want to be involved?’

8. DEEP ENGAGEMENT
We all long to be inspired by a cause
greater than ourselves.
● Deeper engagement and loyalty from customers
● Inspired employees work harder and longer hours
● Non-paid workers are inspired to contribute

9. PURPOSE MARKETINGCUSTOMER
EXIT
PRODUCT
WORKFORCE
OPERATING
SYSTEM

10. CUSTOMER DEVOTED
● A business exists to serve its customers
● Customer actions define the business
● Every interaction with a customer is an opportunity
to generate new sales
● Customers that feel understood and appreciated
are more loyal and provide referrals

11. PARADIGM SHIFT
“Don’t find customers for your products,
find products for your customers.”
~Seth Godin

12. PURPOSE MARKETINGCUSTOMER
EXIT
PRODUCT
WORKFORCE
OPERATING
SYSTEM

13. MARKETING
Get highly profitable customers — and keep them.
● Message
● Blog
● List
● Traffic
● Community
That’s it. Everything else is distraction.

14. PURPOSE MARKETINGCUSTOMER
EXIT
PRODUCT
WORKFORCE
OPERATING
SYSTEM

15. PRODUCT
Prefer digital: information or software ($0 marginal scaling), or
extremely lightweight physical products.
It's always the hard part that creates value.
It used to be scarcity creates value, now it’s connection (trust and
attention) that creates value.

16. PURPOSE MARKETINGCUSTOMER
EXIT
PRODUCT
WORKFORCE
OPERATING
SYSTEM

17. OPERATING SYSTEM
● Internet-centered
● Heavily-systematized
● Ownership adverse
● Self governing
● Autonomous organizational structure (Holacracy)
○ Staff are fully empowered to make decisions
○ No lag due to gatekeeper leadership
● Data driven (better decision making)

18. PURPOSE MARKETINGCUSTOMER
EXIT
PRODUCT
WORKFORCE
OPERATING
SYSTEM

19. WORKFORCE
● On-demand workforce
○ No wasted staffing costs during low-demand
○ Unlimited scaling during high-demand
● Social enterprise
○ knowledge capture
○ No lost knowledge
○ Quick and easy access to company knowledge
● Crowd leveraged

20. PURPOSE MARKETINGCUSTOMER
EXIT
PRODUCT
WORKFORCE
OPERATING
SYSTEM

21. EXIT
Set your goal post.

22. RECAP
Inspire Be devoted Educate & engage
AutonomyOn-demandGet out of the way
Stay digital
PURPOSE MARKETINGCUSTOMER
EXIT
PRODUCT
WORKFORCE
OPERATING
SYSTEM

23. WHAT ARE YOUR THOUGHTS?
Designing a business that does more with less.

24. UNLEASH YOUR BUSINESS
EMBRACE EXPONENTIAL
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