tool 8 of 12 · class 10 · design for structure

brand archetype and architecture

The archetype your brand plays (one, with a reason), and how the brand family fits together: master brand, products, sub-brands, and what carries the name.

instrument · product roadmapdue before class 11 · Nov 3venture book chapter · the brand

what you make

Brand archetype and architecture

The archetype your brand plays (one, with a reason), and how the brand family fits together: master brand, products, sub-brands, and what carries the name.

Archetype gives the brand a personality it can hold for years. Architecture keeps you from naming everything twice.

Product roadmap

A 90-day plan with bets: what you will build next, how much time each bet gets, and what you are deliberately not building.

This class teaches shaping and appetites. The roadmap is that discipline applied to your own venture, on one page.

what good looks like

01
One archetype, not three. If you cannot choose, you have not decided who the brand is.
02
The architecture shows what happens when you add a second product.
03
The roadmap has three to five bets, each with a time budget, and a 'not now' list.
04
Every bet traces back to a metric on your tree or a broken step on your journey map.

how to do it

01
Show the same brand moment through three archetypes with an image generator. Pick the one that is hard to fake.
02
Draw the architecture: what carries the master brand, what gets its own name, what stays generic.
03
List everything you could build in the next 90 days.
04
Shape each into a bet with an appetite: two weeks, six weeks, whatever it is worth.
05
Choose three to five. Put the rest on the 'not now' list, in writing.

the template

90-day product roadmap

Print this page, or copy the structure into your Venture Book. Every line is meant to be filled in.

Bet	What it is	Why now (which metric or broken step)	Appetite (time budget)	Done means

Not now (and why)

back to class 10

where it comes from

Brand archetypes (class 10 lecture) ↗