The book
The full manuscript as a PDF, an editable Word file, and plain text, with every update I ever make to it.
The first book
Build what people actually value, then build the business that can keep delivering it without you.
Agency is a business fable about Tommy, a builder who learns the expensive difference between making something impressive and making something people genuinely value.
He starts by building what he thinks should matter. He ends by learning how to see what people actually need, close the capability gap, test whether they value the result enough to choose it, use AI to deliver it better, and turn the whole thing into a business that can increasingly run and improve without him.
Agency
Reveal meaningful gaps. Create solutions people value. Keep giving them reasons to choose you.
Tommy begins with Strategy Tennis 1.0, a product full of features he is proud of. The market does not care. That failure forces him to learn the part of business that builders often skip: value is not what you put into the product. Value is what changes for the person using it. The rest of the story follows him from that failure to a largely autonomous business powered by AI.
Get the Founding Edition, $17Every future update is included.
The standard keeps climbing.
Build something. Build something useful. Build something that solves a meaningful problem. Build something people will pay for.
Build something they keep choosing because it keeps making their life better. Build a system that can deliver that value with less of you in the loop. Build a system that can learn how to deliver more value over time.
The goal is not merely a product that works. The goal is more agency for the creator, the system, and the person using it.
You can build the thing correctly and still build the wrong thing.
The feature can work.The interface can look good. The AI can be impressive. The problem can even be real.
And the product can still fail.The thing you built may not change something the customer cares about enough.
You can solve something they care about and still price it wrong.You can price it correctly and still fail to get people to try it, or fail to make the value obvious quickly enough.
You can make it useful once and still lose.People may not keep choosing it, or delivery may trap you inside the daily work required to sustain it.
Building is only the beginning.
Agency is the pathfrom idea to sustained value.
The book teaches you to see the gap before you rush to fill it.
Tommy learns to ask a different question. Not: “What can I build?” But: “What can this person not do now that would meaningfully move them toward what they want?”
That gap becomes the starting point. Then he tests the smallest thing that could close it, watches what the person actually does, asks whether the result mattered enough to pay for, and looks for whether they keep choosing it over time. Only then does he scale the solution.
See the gap.Start with the capability the person needs, not the product you want to build.
Test the smallest closure.Put the smallest useful change in front of the real person while it is still easy to revise.
Watch what they do.The result matters when the person values it enough to pay, use it, and keep choosing it.
Scale only after proof.The solution earns a system after the value loop is real.
The AI agent pack
Instructions you hand to your own AI agent. It learns the four frameworks, quizzes itself, builds five skills from them, then works by the book's rules.
The story cases
The workbook carries the chapter's real moments as worked cases, so every framework stays tied to the scene that taught it.
Agency has three meanings in the story.
Your agency
You get better at turning an idea into a real change instead of staying trapped inside what you personally know how to do.
Awareness becomes action, and action becomes a capability that did not exist before.
The system’s agency
The AI systems you build become able to act, learn, and solve more without waiting for you at every step.
Autonomy grows only after the value loop is clear enough to automate.
The customer’s agency
The thing you create gives the person using it a capability they did not have before and helps them move toward what they actually want.
The best system does not make only the founder more powerful. It leaves everyone in the loop more capable.
One value loop
Meaningful value begins with a person, becomes a repeatable result, and only then becomes an increasingly autonomous system.
Agency connects the creator’s ability to act, the system’s ability to act, and the customer’s increased ability to act.
AI becomes powerful after you know what value you are trying to create.
Tommy learns AI the same way he learns business: by using it on real problems.
L0AI helps him thinkResearch, writing, and pieces of the work become easier.
L1 to 3AI becomes part of the productThe technology starts serving a value loop that has already been identified.
L3 to 4Multiple agents take over functionsOnboarding, support, marketing, and the core service begin moving without Tommy touching every task.
L4 to 7Strategy Tennis 2.0The venture becomes largely autonomous while continuing to deliver value.
L7 to 13A value loop worth automatingThe lesson is not “use more AI.” The lesson is to aim AI at a value loop worth automating.
The bonuses turn the frameworks into instruments you run.
All three are in your Founding Edition download the same hour you buy.
Start HereAA TrackerMCE FlowOptimization LoopZPB Stage Map
LeverState todayNext move
AwarenessNoticing Maria's daily menu rewriteWatch one more morning before building
GoalsSarah wants to win league matchesShow the analyzer output next to film
ValuesElena's art must keep its soulLet the tool wrestle, never replace
Agency Operating Workbook
$29 valueThe living spreadsheet that runs the book's four frameworks as sheets: the AA Framework Tracker, the ten-step flow, the Optimization Loop, and the Zero-Person Business stage map, plus a daily loop and a weekly review.
IncludedThe Optimization Loop Card
The Ten-Minute Gap-to-Value Loop
The gapWhose day did you actually notice this week, and what specifically drains it?
The personWhat does this person already want, already pay for, or already complain about?
The smallest buildWhat is the one small thing you could show them this week?
The proofWhat would make them come back and use it again without you asking?
Turn noticing into value, one real person at a time.Agency Operating Cards
$19 valueA field deck for live moments, led by the ten-minute gap-to-value loop, with the exact step names and one-line prompts on every card.
IncludedW1Read the fallPreface through chapter 6, no labeling. Mark every build for imagined users.
W2Notice one personFill the AA Tracker for a real person you actually watched.
W3Smallest buildShip the one small thing and watch the first return.
W4Loop and levelRun the Optimization Loop on what repeated, then pick your next level.
Agency Application Guide
$19 valueThe four-week program that maps the book's real arc, from the build trap to the self-improving venture, onto your own work with reading sequences and reflection questions.
IncludedThat is $67 of working documents, included with the $17 Founding Edition.
The next question
Trillion Dollar Agent
Agency asks: How do you see what matters, create something people genuinely value, and use AI to expand everyone’s ability to act?
Trillion Dollar Agent asks the next question: Once the system can act on its own, how does it know what should happen next? Read Agency first for the value-creation and autonomy foundation. Read Trillion Dollar Agent next for prediction, bottlenecks, authority, adaptation, and outcome stewardship.
From the Pursuit of Greatness series
The book is the method in writing. The ladder is the method enforcing itself.
The same operating ladder the Trillion system sells. Start where your bottleneck lives.
$99Initiative StarterOne failure class killed forever. Your AI stops stalling, stops offloading work back to you, and stops quitting early.$399Reliable AI DeliveryOne important job shipped with proof, not a beautiful plan that dies in a doc.$999The Operator KitThe whole external operating system, 185 laws and about fifty guards, running every day inside your own AI.
Questions readers ask before they buy
Is this an AI book or a business book?
Both, but the order matters. Agency is about creating value first. AI enters as a way to expand what Tommy can do, what the product can do, and eventually what the business can do without him.
Is this a textbook?
No. It is a business fable. The frameworks are learned through Tommy’s decisions and failures before they are named directly.
Do I need to know AI already?
No. Tommy starts as a builder learning what AI can do and gradually moves into agents, multimodal systems, self-improving products, and a largely autonomous business.
Should I read Agency before Trillion Dollar Agent?
Yes if you want the full Tommy progression. Agency teaches value creation, capability gaps, sustained preference, AI leverage, and the path to an autonomous venture. Trillion Dollar Agent begins after that system already works.