The Idea Chose You · Field Kit

Book owner access · Earn the Build

The idea chose you. Moving it is your job now.

You own the field manual. It names every decision a founder has to make — validation, model, capital, brand, board — and the order they come in. Reading changes what you know. The tools are where the work gets done.

Earn the Build is the first bundle of the Founder's Field Kit: five fillable instruments plus the Kill or Commit memo. Free, because you bought the book.

Claim your free bundle ↓ See what's inside

Free with the book 6 fillable PDFs Instant download Lifetime access

Pre-build decisions

Bonus memo

Your price

∞

Lifetime access

Why there's a second half

The book is the manual. The kit is the work.

An idea nobody acts on isn't an idea — it's a story you tell at dinner. The book gets you to the right decision. The tool makes you make it.

You already have this

The field manual

Five stages, 22 decisions, in sequence. Named frameworks — Proof of Demand, the Capital Path Selector, the AERO Model — and the reasoning behind each one. It tells you which decision is next and why it matters now.

↳ Read it once. Then argue with it.

This is what you're claiming

The instruments

Same frameworks, built to be filled in. You bring a specific idea, a named buyer, and honest evidence. The tool returns a score, a tier, a verdict, and one next move — dated, on paper, as a decision that moves the idea forward.

↳ No course. No videos. No login. No credit card.

What you're getting

Earn the Build: everything before you build.

The five decisions that are cheapest to change now and most expensive to get wrong later — plus the memo that forces a verdict at any stage.

Earn the Build Validation through Board Design

Scored Diagnostic

Idea Readiness Scorecard

Scores demand signal, buyer urgency, competitive wedge, and risk — and returns a Stage 1–4 verdict with a named next move.

Decision Tool

Business Model Selector

Routes what you sell to one of 12 archetypes, pairs it with the sales motion it requires, and flags the conflicts.

Decision Tool

Capital Path Decision Tool

Raising money isn't a milestone — it's a decision about who you answer to. Bootstrap, debt, or equity, with the conflicts exposed.

Reference Card

Brand & Voice Reference Card

The five-layer Brand Architecture Stack and five-dimension Voice Architecture — a finished brief you hand a designer as-is.

Reference Card

Board Composition Reference Card

Four seat types, their functions, and what to recruit for — so you design accountability instead of inheriting it.

Decision Tool Bonus

Kill or Commit Decision Memo

Forces a written verdict — kill, pivot, or commit — dated and on record. Works at any stage of the build.

Claim your access

Enter your email. Earn the Build is yours.

One address, one click. Your access link appears right here — and we save it to your reader account so you can come back to it whenever you need the next tool.

Six PDF tools — fillable on your laptop, or print to use them
Lifetime access — no subscription, no expiry, updates included
100% free — No credit card required
Book owners only — this bundle sells for $59.99 to everyone else

How it arrives

Three steps, about ninety seconds.

Step 01

Enter your email

That's the whole form. Your account is created and tagged as a book owner automatically.

Step 02

Copy your 100% off code

It appears on this page the moment you submit. Paste it in the discount field at checkout and the total drops to zero — no card, no trial.

Step 03

Download and start filling

Open the Idea Readiness Scorecard first. Bring one specific idea and thirty honest minutes.