Reality. Insight.
Product. Brand.

RIPB is not a template. It's a sequence — four decisions, in order — that turns intuition into a reasoned brand you can defend, evolve and build on.

Ch. 01
R
Reality
See what is actually there.
Every idea carries hidden assumptions. Surfacing them, honestly, is the first act of clarity.
Ch. 02
I
Insight
Name the thing precisely.
A category, an audience, a problem. Insight narrows the field until decisions become obvious.
Ch. 03
P
Product
Choose what to build.
Product is a decision, not a description. It's the deliberate refusal of everything you will not build.
Ch. 04
B
Brand
Make the decision visible.
Brand is what people meet. Identity, product, language — everything downstream of the first three.

From reading to writing

The Method is how we think.
The Audit is how you begin.