“you will then find amplifiers the folks who just can't stop talking about you or talking you up to their friends and peers and it's not just your product right it's not just the thing you build... they're always talking about you as the founder”

Build for amplifiers, not just buyers

Customers buy the product once; amplifiers keep selling you for years across every product you'll ever ship. Design your public behavior to earn amplifiers — people who recommend you the founder, not just one SKU. The compounding asset is the relationship; the SKU is just the current expression of it.