You know your industry. You can see the product. You just can't get it built. Every year, experts with real ideas watch louder people ship worse products — because the software world is built to keep them standing outside it. It doesn't have to be that way. Ryan Richardson has built seven businesses and delivered over a hundred technical projects, from an enterprise platform that did over three million dollars in its first year to rescues of builds stuck at eighty percent for years. In this book he hands you the whole method, holding nothing back. At its centre is one idea: The 10% Rule. Almost all of any product already exists. The genuinely new part — the part that is uniquely yours — is about ten percent of the whole thing. The other ninety is proven machinery the world already built, and you should refuse to pay to build it again. The entire game is choosing the right ten percent, spending everything on that, and refusing the rest. Inside you'll learn: why you're really stuck, and why it was never your lack of technical skill; the three layers of every product, and the one question that exposes an inflated quote; how to ship the ninety-five, plan the fail, and pull the six levers that decide whether a build lands; and how to lead the build of your product without becoming an engineer. Turn what you know into something that works while you sleep.