Articles
Essays on theory-building.
Theory of the Week
A real company, reverse-engineered into a theory. Every Tuesday.
Stripe, Anthropic, Figma — one at a time, run through the five-step framework. Free. Short. Built on Zenger and Felin’s research.
April 28, 2026
The Pitch Deck Is the Wrong Artifact
Investors aren’t buying your slides. They’re buying the theory behind them. So why do you keep starting with the slides?
Read →April 28, 2026
Contrarian Belief, Without the Pose
Three tests that separate a belief worth founding a company on from a hot take you saw on LinkedIn.
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