# The book > This book explains all of it, told by its characters: who it is for, how it works, how it looks, how it talks and how it grows. Pick a character at the top and the whole book changes clothes. The human version is book.html. Every section has an address, book.html#
, and every page book.html#
.. The whole book as markdown: book/book.md. Raw content as JSON: book/book.json. Character variants are written as "Name: text | Name: text"; version variants as "v1: text | v2: text". ## A. Start here What we do, in one picture and one minute. - [A1 What we do](book.html#a-1): One picture, five words, one minute. If you read one page, read this one. 4 pages - [A2 How to read this book](book.html#a-2): Three switchers, a search box and a Skim button. That is the whole manual. 4 pages - [A3 Principles](book.html#a-3): Ten rules that settle every argument before it starts. 11 pages - [A4 Today against tomorrow](book.html#a-4): From 309 places to click to 22. The big untangle in pictures. 12 pages - [A5 The four versions](book.html#a-5): v1 drafts. v2 posts. v3 measures. v4 runs ads. One power at a time. 5 pages - [A6 Twenty words to know](book.html#a-6): The words you will hear all over this book, explained like you are new. 5 pages ## B. Customers and business Who we serve, what hurts, and how this becomes a business. - [B1 The problem](book.html#b-1): What a small store owner's Monday really looks like, before us. 3 pages - [B2 Ideal customer](book.html#b-2): The ICP: the store we are built for, and the ones we are not. 3 pages - [B3 Personas](book.html#b-3): Seven people who open the product, with their jobs, worries and a great week. 8 pages - [B4 Jobs to be done](book.html#b-4): What people hire us for, in their own words. 3 pages - [B5 What they use today](book.html#b-5): Agencies, freelancers, tools, doing it at midnight. Why each falls short. 2 pages - [B6 Positioning](book.html#b-6): Where we sit, what we are, what we are not. 3 pages - [B7 Value proposition](book.html#b-7): The promise, the proof and the payoff, for each persona. 3 pages - [B8 Market](book.html#b-8): Who is out there and where we start. Numbers only with sources. 3 pages - [B9 Business model](book.html#b-9): How it pays for itself. Pricing ideas are parked, and say so. 3 pages - [B10 North star and goals](book.html#b-10): The one number that says it is working, and the goals under it. 4 pages - [B11 Why us, and what could go wrong](book.html#b-11): Our edge, our moat, and the risks we watch. 4 pages ## C. Product What it does, for whom, and how every part fits. - [C1 The promise](book.html#c-1): Paste your store. Get this week's ideas, drafted. Pick, make, hand off. 5 pages - [C2 Onboarding at a glance](book.html#c-1b): How a new store gets from a pasted link to its first win, and how teammates, agencies and Shopify installs get in. 4 pages - [C3 Your week with it](book.html#c-2): The product told as a week in your life, Monday to Friday. 7 pages - [C4 People and permissions](book.html#c-3): Who can see, make, approve and ship what. 9 pages - [C5 Versions and the dial](book.html#c-4): How much it does for you: Suggest, Prepare, Schedule, Run within rules. 8 pages - [C6 Concepts](book.html#c-5): The thirteen ideas the whole product is made of, one page each. 14 pages - [C7 Features A to Z](book.html#c-6): Everything it can do, where it lives now, and where it lived before. 10 pages - [C8 Logic and rules](book.html#c-7): How picks get chosen, what the heart does, money, limits and safety. 8 pages - [C9 Today to tomorrow](book.html#c-8): Every old page, button and name, and its new home. 9 pages ## D. UX How it feels to use, step by step, from the store owner's side. - [D1 UX principles](book.html#d-1): One glance cards, one way in, plain words, undo over confirm. 7 pages - [D2 The map](book.html#d-2): Three tabs, Settings, six addresses. Nothing more than three taps away. 3 pages - [D3 Getting around](book.html#d-3): Tabs, back, close, deep links, keyboard and the brand switcher. 4 pages - [D4 Journeys](book.html#d-4): Twenty journeys, each with a flow, live screens and the edge cases. 20 pages - [D5 Onboarding](book.html#d-5): From pasted link to first handed off idea in ten minutes, then the habit that keeps you coming back. Every step, every screen, every skip. 12 pages - [D6 States](book.html#d-6): Empty, waiting, partial, broken, full, done. Every screen, every state. 9 pages - [D7 Interaction patterns](book.html#d-7): Sheets, undo, heart, versions, gestures, forms, search. 8 pages - [D8 Delight](book.html#d-8): Little celebrations, sounds, and when the character speaks or hushes. 6 pages - [D9 Notifications](book.html#d-9): What earns a ping, and how we protect your attention. 6 pages - [D10 Trust moments](book.html#d-10): Sources, read only, money, privacy, approvals and undo. 8 pages - [D11 Accessibility](book.html#d-11): Contrast, focus, screen readers, reduced motion, big targets. 7 pages - [D12 Research and testing](book.html#d-12): What we know, how we test, and the scripts to run with founders. 10 pages - [D13 UX checklist](book.html#d-13): What every screen passes before it ships. 3 pages ## E. UI How it looks on phone and laptop, down to the last pixel. - [E1 Foundations](book.html#e-1): Colour, type, space, shape, motion, icons, sound. All live, all switchable. 8 pages - [E2 Components](book.html#e-2): Every part with its states, a live example and the rules. 20 pages - [E3 Patterns](book.html#e-3): Components put together: a pick with its why, Make it with chat, the brief. 8 pages - [E4 Layouts](book.html#e-4): Phone, tablet, laptop, inside Shopify, in email, the public brief. 6 pages - [E5 Every screen](book.html#e-5): All the screens, live in the character you picked. 11 pages - [E6 Options we considered](book.html#e-6): Navigation, layouts and card shapes side by side, with our pick. 7 pages - [E7 Theming](book.html#e-7): How a character dresses the product, and what it must provide. 4 pages - [E8 Design to code](book.html#e-8): Kit classes, tokens and screen ids, so build matches design. 3 pages - [E9 UI checklist](book.html#e-9): What every screen passes visually. 1 pages ## F. Brand The characters, their world, and how the brand behaves. - [F1 The cast](book.html#f-1): Fetch, Buzz, Scoop, Ocho and Seeti, side by side. How to choose. 6 pages - [F2 Character bible](book.html#f-2): How it is drawn, its poses, faces and signature move. 6 pages - [F3 Personality and voice](book.html#f-3): What it wants, its lovable flaw, and how it talks. 5 pages - [F4 Visual identity](book.html#f-4): Colour, type, the look of the world, and the wordmark slot. 4 pages - [F5 Sound and motion](book.html#f-5): The sonic logo, the cues, and how it moves. 4 pages - [F6 Its world and words](book.html#f-6): Every concept in plain words and in the character's words. 3 pages - [F7 Play](book.html#f-7): The weekly game: streaks, skips, wildcards and the caught up moment. 7 pages - [F8 Lines it says and never says](book.html#f-8): Approved lines, banned lines, and why. 3 pages - [F9 Naming](book.html#f-9): The product name is still open. Here is how we will decide. 3 pages - [F10 Brand in use](book.html#f-10): In the product, in marketing, on merch. Do and never. 5 pages ## G. Words and messages Every word the product says, and how it says it. - [G1 Voice and tone](book.html#g-1): Playful everywhere. Plainer around money, privacy and mistakes, still warm. 5 pages - [G2 Content design](book.html#g-2): Plain words, cards at a glance, numbers with sources, microcopy. 6 pages - [G3 Every message](book.html#g-3): Emails, notifications, Slack, the brief, errors and goodbyes, in full. 13 pages - [G4 Help centre](book.html#g-4): The twenty questions people ask, answered. 6 pages ## H. Marketing and growth How people find us, love us and tell friends. - [H1 Go to market](book.html#h-1): Who first, where first, and how we reach them. 3 pages - [H2 Message house](book.html#h-2): The one big idea, the pillars and the proof. 2 pages - [H3 Audiences and hooks](book.html#h-3): What makes each audience stop scrolling. 2 pages - [H4 The website](book.html#h-4): The home page, page by page. 3 pages - [H5 Social](book.html#h-5): Instagram, reels, LinkedIn, meme formats and the first nine posts. 4 pages - [H6 Launch and design partners](book.html#h-6): The launch plan and the partner programme. 3 pages - [H7 The six week calendar](book.html#h-7): What goes out, when, and where. 2 pages - [H8 Lifecycle](book.html#h-8): Onboarding emails, the Monday habit, win back. 4 pages - [H9 Word of mouth](book.html#h-9): Referrals, community, partnerships and PR. 3 pages - [H10 Making it on no budget](book.html#h-10): How we produce all of this with a tiny team. 3 pages - [H11 Gifts for partner brands](book.html#h-11): Free delights we can hand any partner brand in minutes, because the product already makes them. Starting with the brand book. 14 pages ## I. Selling and trust What we say to buyers, partners and investors. - [I1 One pager and pitch](book.html#i-1): The product on one page, and in five slides. 4 pages - [I2 Demo](book.html#i-2): The demo script and demo mode. 3 pages - [I3 Objections and FAQ](book.html#i-3): The hard questions and honest answers. 2 pages - [I4 Competitors](book.html#i-4): Who else is out there and how we differ. 2 pages - [I5 Pricing ideas](book.html#i-5): Parked until after the design partnership. What we have so far. 2 pages - [I6 Privacy and data](book.html#i-6): Read only, what we keep, how you delete it. 2 pages - [I7 Claims we can make](book.html#i-7): What we may say, what we may not, and the safe wording. 2 pages - [I8 The investor story](book.html#i-8): Why now, why us, how big. 2 pages ## J. System and team How we run, measure and keep this book true. - [J1 Analytics](book.html#j-1): What we count inside the team, so we learn. 3 pages - [J2 Glossary](book.html#j-2): Every term, its plain word and its meaning. 3 pages - [J3 Decisions](book.html#j-3): What we decided, when and why. 2 pages - [J4 Open questions](book.html#j-4): What is still undecided, and who decides. 3 pages - [J5 How to change this book](book.html#j-5): Add a page, fix a word, keep it fun. 3 pages