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The Principles Digital Journal for Founders.

365 operating principles, with questions, calculations, and playbooks, distilled into a digital journal you can start using today.

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How it works

Three steps, every principle

No experience needed, each entry walks you from idea to action.

1
Read the principle
The core idea in one plain sentence, plus an everyday analogy so it actually clicks.
2
Score yourself
Rate each factor from 0 to 10 for your situation. The journal combines them into a single score you can track over time, every principle has its own formula.
3
Apply it
Answer the reflection question, save your notes, and pin the principles that matter most to you.
What the words mean
The Principle
The idea itself, stated in one plain sentence.
Think of it like
An everyday analogy that makes the idea click.
The Calculator
Rate the factors that drive the principle from 0 to 10 for a combined score. Formulas vary, some multiply factors, some use percentages or ratios.
Steps to apply
The exact playbook to put the principle into practice.
Reflection question
A prompt to apply the principle to your business right now.
Company SOPs
How real companies grew, the actual playbooks behind Stripe, Shopify, Notion and more, tied to the principles they used.
Themes
Patterns across successful businesses, where these principles keep showing up in the real world.
Inside the app

The full library, 365 principles organized by stage, with one entry open. This is exactly what you get.

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Business Principles · Foundational

Foundational

Persuasion (Cialdini) 6▾
Social Proof
People look to others when uncertain, especially others similar to themselves.
Think of it like
A crowded restaurant, busyness signals quality.
Equation · drag sliders to score yourself
Social Proof Strength = Visibility × Similarity × Volume × Authenticity
Visibility8
Similarity6
Volume5
Social Proof Strength6.3 / 10
BusinessLifeBothOff
Question
What specific social proof would reassure a prospect most similar to my ideal customer?
Add three recognizable client logos above the fold, plus a 30-second video testimonial from a founder in the same industry as the prospect.
Answer 1 of 1SavedDelete
+ Add answer
Now you try

Play with four principles

Rate each factor 0–10 for your own situation and the journal gives you a combined score to track over time, then sit with the reflection question.

Every principle has its own calculation, some score factors like these, others work in percentages or ratios.

People look to others when uncertain, especially others similar to themselves.
Think of it like
A crowded restaurant, busyness signals quality.
Social Proof Strength
Rate each factor 0 (not at all) to 10 (fully) for your situation right now.
Visibility5
Similarity5
Volume5
Authenticity5
Your Social Proof Strength5 / 10
Ask yourself
What specific social proof would reassure a prospect most similar to my ideal customer?
Giving first creates a sense of obligation that can be returned.
Think of it like
A door held open, many will hold the next one for you.
Reciprocal Pull
Rate each factor 0 (not at all) to 10 (fully) for your situation right now.
Gift Value5
Authenticity5
Relevance5
Your Reciprocal Pull5 / 10
Ask yourself
What can I give first that would be genuinely valuable to my customers or partners?
Items become more attractive when they appear rare or limited.
Think of it like
The last seat at the table, desire spikes near depletion.
Scarcity Pull
Rate each factor 0 (not at all) to 10 (fully) for your situation right now.
Genuine Limit5
Visibility5
Time Pressure5
Your Scarcity Pull5 / 10
Ask yourself
Am I using genuine scarcity my customers can verify, or manufactured urgency that erodes trust?
People defer to credible expertise and authority.
Think of it like
A doctor in a white coat, credentials shortcut judgment.
Authority Trust
Rate each factor 0 (not at all) to 10 (fully) for your situation right now.
Credentials5
Expertise Visibility5
Relevance5
Your Authority Trust5 / 10
Ask yourself
What real authority signals do I have, and am I showing them appropriately without exaggeration?