Founder Guides
Practical guidance for the decisions between product and repeatable revenue.
Use Morrow's operating principles to diagnose conversion problems, structure experiments, and review what changed.
Diagnose
Separate what is known from what is assumed.
- Distinguishing weak demand from a weak offer
- Separating observed customer behavior from founder assumptions
- Identifying the highest-impact missing evidence
Test
Design the smallest credible commercial experiment.
- Designing the smallest credible commercial experiment
- Setting success and failure thresholds before launch
- Preserving variables that should remain unchanged
Decide
Turn a result into the next commitment.
- Interpreting an inconclusive result
- Knowing when to continue, modify, narrow, or stop
- Recording why the next decision was made