Loops
Building Products with Clarity & Confidence
The framework behind every engagement.
Building things with limited time and a limited budget means every decision matters. Loops lays out the processes, exercises, and methodologies used by some of the world's fastest-moving product teams to get out in front and stay there.
Whether you're creating something new or breathing new life into an existing product, this book gives you a clear, repeatable process for making smart decisions at every stage.
Available in paperback, Kindle, and audiobook.
Get It on AmazonThree phases. Five steps. One clear process.
Most product failures aren't caused by bad ideas — they're caused by bad process. Teams skip research, fall in love with solutions before understanding problems, and build things nobody asked for.
Loops fixes that. It's a flexible, iterative framework that moves you from uncertainty to confidence through structured experimentation. The kind of process that works whether you're a startup founder or a product leader at a Fortune 500.
Phase One
Before building anything, understand the problem. Human-centered business design starts with research — talking to real customers, mapping their needs, and validating that the problem is worth solving.
Phase Two
Prototyping and testing. Build cheap, fast representations of your ideas and put them in front of real people. Learn what works, what doesn't, and iterate before committing real resources.
Phase Three
Branding, positioning, and building at speed. Once you've validated the direction, it's time to execute — with the confidence that comes from knowing you're building the right thing for the right people.
Human-centered design that drives revenue.
How to use research, empathy maps, and customer insights to build products people actually want to pay for.
Prototyping without wasting money.
Techniques for testing ideas quickly and cheaply — before committing engineering resources to something unvalidated.
The validation loop.
A repeatable process for moving between creativity and analysis, building confidence with every iteration.
Market/product fit over product/market fit.
Why starting with the market — not the product — is the difference between businesses that scale and ones that stall.
Exchange theory and pricing.
How your customers' brains decide what to pay for, and how to use that knowledge to price and position your product.
Building at speed without cutting corners.
How design systems, minimum delightful products, and focused execution get you to market faster with higher quality.
"Few have logged as many hours as J, thinking deeply about product design and the methodologies that lead to success. This book captures years of wisdom that's sure to set you on the right path."
"His ability to take nebulous concepts and drill down until they become quality products is second to none."
"The concepts he teaches can be applied to any type of product or business idea. A clear and concise way to make sense of the chaos and build something people will actually buy."
"J clears up so much about the process of building products and makes it easy for designers, developers, and business people to understand and apply."