// the free book, in full
From Trading to Scaling
Six things that turn a company that trades into a company that scales. Thirteen chapters, about an hour, free and complete. Nothing is held back for the paid version.
Part one
Why it is like this
01Nobody designed thisYour way of working is not a design. It is whatever survived, because the conversation about how you run always loses to something more urgent. What that costs, and why it is fixable.
02Somebody designed the hospitalNinety seconds from the ambulance bay to the resuscitation room is not luck. Somebody sat with a drawing and decided it. The case for designing how your company runs with the same seriousness.
03Focus is divisionFocus is arithmetic and almost nobody does the sum. Nine bets with six person-years each, or three with twenty. The numbers that decide whether your goals were ever fundable.
04Why your people do what they doWhat people do comes from what the system rewards, permits and measures. Read it backwards to work out what is wrong, forwards to design something better.
Part two
The six things
05The FocusNot a strategy document. A page. Where to play, how to win, and the three to five battlegrounds everyone can recall without looking them up.
06The NumbersForty charts, and nobody could say which one had ever changed a decision. How to build a metrics model where a small number of measures earn their place.
07The GoalsAim, then commit. Two separate acts, and collapsing them is what causes the trouble. How to write goals that get graded on evidence instead of scored to 0.7.
08The WorkOn track, week after week, then late. Nobody lied. They answered the question they were asked. How to run the work so the truth arrives early enough to act on.
09The RewardsYou pay bonuses, and no bonus should ever attach to a team’s goal number. How to design a bonus plan that does not quietly corrupt every target you set.
10The BrainThe moment you set a measure you create a second category by accident: everything that is real but does not count. Capture was never the hard part. Matching is.
Part three
Doing it
11In two to four weeksYou can install all six in weeks. Not embed them. Install them. The order to do it in, and what each week actually involves.
12The quarter that goes badlyEverything works in a good quarter. The quarter that decides whether you still have a system is the one where the numbers are bad and somebody good resigns.
13What it feels like when it is workingYou know it has worked when somebody objects to cancelling the weekly meeting. Not when it runs. When taking it away would cost them something.
// the install pack
The book is free. The tools are £100.
Five working templates, the AI install pack, and an hour with Matt. Everything in the book is complete without them, and they will save you the assembly.
See what is in the bundle