Most product books focus on how to build better features. They teach optimisation, prioritisation and execution within an existing market. That approach works, until it doesn’t. At scale, feature improvement leads to parity, commoditisation and diminishing returns.
Designing for Scale is not about building better features. It is about building a category.
This book is written for experienced Product Managers, founders and product leaders who already understand product-market fit and have shipped real products in real environments. It is for those who have seen the limits of incremental improvement and want to understand how category-defining companies move from 0 → 1 and then from 1 → 100M users by designing systems, not just products.
Rather than treating scale as a reward for execution, the book reframes scale as an outcome of deliberate design. It explores how product strategy, system architecture, business models and distribution must be designed together to achieve non-linear advantage. The focus is not on what to build next, but on how to create a product, platform and narrative that reshapes the market itself.
Throughout the book, you’ll find practical frameworks, real-world examples and clear trade-offs drawn from work across different markets and stages of growth. The emphasis is on clarity over jargon, first principles over trends and long-term advantage over short-term metrics.
This book is intended to help you decide whether this way of thinking resonates with how you want to build and scale products. It goes deeper into system design, distribution loops, platform strategy and the mechanics of defending a category once it exists.
If you are looking to optimise what already exists, this may not be the book for you. However, if you want to design something that changes how a market works, you’re in the right place.
