{"id":100233,"date":"2023-04-13T17:12:00","date_gmt":"2023-04-13T21:12:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=100233"},"modified":"2023-04-24T12:56:45","modified_gmt":"2023-04-24T16:56:45","slug":"product-based-business","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/product-based-business\/","title":{"rendered":"How to Build a Product-Based Business: Advice From Tony Fadell"},"content":{"rendered":"\n

How do you build a world-changing product-based business? How do you set the right foundation and then weather the storms that come?<\/p>\n\n\n\n

Entrepreneur Tony Fadell answers these questions and more in Build<\/em>. The book is part career encyclopedia and part memoir, detailing Fadell\u2019s journey building the iPhone and starting Nest, a smart home device company that he sold to Google for billions.<\/p>\n\n\n\n

Keep reading to learn how to build a product-based business from a successful business<\/a> veteran.<\/p>\n\n\n\n\n\n\n\n

How to Build a Product-Based Business<\/h2>\n\n\n\n

A product-based business is a business that sells a tangible item. First, we\u2019ll discuss the three stages of building one: Get ready, discover the product’s story<\/a>, and release and evolve your product. Then, we\u2019ll describe Fadell\u2019s strategies for handling three major problems you might face: a lack of funds, a lack of work-life balance<\/a>, and a catastrophe.<\/p>\n\n\n\n

Stage #1: Get Ready<\/h3>\n\n\n\n

Fadell asserts that being ready to start your own company requires that you have an incredible idea<\/strong>. A good idea proposes a solution<\/a> to a real, tangible problem that people face consistently in their daily lives, and it has a clear why<\/em>, or reason, for existing. Moreover, it\u2019s something you can\u2019t stop thinking about. If you\u2019re going to commit years of your life to an idea, do research. What exactly are you getting yourself into? What issues might you face, and how might you get around those? If, after at least a month, you\u2019re still excited by the idea, that\u2019s a great sign that you should pursue it.<\/p>\n\n\n\n

(Shortform note: Not all experts believe that having a great company starts<\/em> with a great idea. In Built to Last<\/em><\/a>, Jim Collins and Jerry I. Porras argue that you should initially focus not on designing a great product but on designing a great organization<\/a>. As long as you have that, you can try several products and stumble before finding your footing with the right product. But if you do<\/em> want a clear product idea, The $100 Startup<\/em><\/a> author Chris Guillebeau recommends that you find one by deciding upon a target audience, looking for ways that you can solve a problem they have, and paying attention to trends<\/a>\u2014like new technologies\u2014that might spark ideas.)<\/p>\n\n\n\n

Additionally, Fadell argues that you must have the right experience and the right people<\/a><\/strong>. You have the right experience if you\u2019ve worked at a startup and learned how to effectively hire people you need when you need them. You should have also worked at a large organization so you have some understanding of the issues, such as corporate drama, that large organizations face. You have the right people if you have an experienced, trustworthy mentor and a cofounder who can support you. You should also have a clear list of five amazing people you can hire.<\/p>\n\n\n\n

(Shortform note: Fadell\u2019s advice applies if you plan on growing your company from a startup into a large organization and thus need the experience to handle both. But if you started what The $100 Startup<\/em><\/a>\u2019s Guillebeau calls a microbusiness<\/a>\u2014a business that typically only involves one person\u2014you wouldn\u2019t need this experience, and you\u2019d only ever need to hire others much later<\/em> in the process<\/a> if you wanted to expand a successful business. That said, experts suggest that you might still want a mentor, who can help you navigate unexpected challenges<\/a> as you start your business<\/a>.)<\/p>\n\n\n\n

Stage #2: Discover Your Story<\/h3>\n\n\n\n

Once you have a good idea for a product, the experience to start a company, and the right people with which to build them, how<\/em> do you start building the product? The most crucial step, Fadell argues, is to discover your story<\/strong>. In other words, you must figure out who<\/em> wants your product and why<\/em>, design every conceivable aspect of your product around that story, and test to ensure that story works.<\/p>\n\n\n\n

Fadell explains that thinking through the whole story with your team (especially marketing) is essential because it drives both what<\/em> you build and how <\/em>you sell it\u2014to investors and later to consumers. Many companies focus too much on the product itself because that\u2019s what they think they\u2019re selling; but in reality, a company sells an experience<\/em> with a product\u2014from how the customer installs it to the customer service they encounter if they run into trouble. Thinking through every aspect of that story will help you build and provide the best possible experience.<\/p>\n\n\n\n

To tell an <\/strong>effective story, <\/strong>include three elements. First, remind people of the annoyance you\u2019re solving so that they can get excited about the solution. Second, provide both logical and<\/em> emotional reasons that your solution is the best possible choice. Third, simplify technical concepts so that your customers can easily grasp them and relate them to others. Try using analogies<\/a>. If you struggle to determine your story, try writing a press release to clarify what you want your product to do and why it matters.<\/p>\n\n\n\n

Stage #3: Release and Evolve the Product<\/h3>\n\n\n\n

The next step is to release the product. Fadell asserts that what you focus on in each release will depend on which product generation<\/a> you\u2019re working on.<\/p>\n\n\n\n

The First Generation <\/h4>\n\n\n\n

Fadell asserts that your first-generation product must be \u201cdisruptive\u201d\u2014it must represent some sort of fundamental shift in how people normally do things. You may need to disrupt multiple elements of the customer experience. But don\u2019t disrupt so many elements that your product isn’t immediately understandable.<\/p>\n\n\n\n

To create a disruptive product, Fadell recommends that you work within clear limitations. Keep your team and budget small; the larger these become, the more likely you\u2019ll waste time and money building unnecessary features. Additionally, set a clear timeline: It should take between nine and 18 months to ship your first product. Set a deadline for completing the product. If, when you reach that point, your product does almost everything you wrote in your press release, it\u2019s ready to launch.<\/p>\n\n\n\n

If your launch fails, figure out why<\/em>. Examine the data to determine whether your intuition was flawed or if something external harmed your launch. Once you know why<\/em> it failed, apply these lessons to your next launch\u2014whether it\u2019s a new version of this product or a new project entirely.<\/p>\n\n\n\n

The Second Generation <\/h4>\n\n\n\n

When creating your second-generation product, don\u2019t <\/em>focus on disruption. Instead, improve upon the first generation without drastically changing the features that your customers have grown accustomed to. Now that you have real data from actual customers, making these improvements will rely more on this data than your opinion.<\/p>\n\n\n\n

Fadell recommends that you release updates to your products on a predictable schedule; that way, your customers will know when to expect new products, and your team will have clear deadlines to work toward. He recommends releasing one to three smaller updates and one large launch each year.<\/p>\n\n\n\n

The Third Generation <\/h4>\n\n\n\n

By the third-generation product launch, focus on making money. Your second-generation product should allow you to recoup your investments; by this point, you should have fixed the issues in the first generation and made a better product that works well for your customers. The third-generation product is when you focus on profitability.<\/p>\n\n\n\n

Handling Problems<\/h3>\n\n\n\n

No matter how well your launches go, you\u2019ll likely face problems in your business. Fadell recommends strategies for three common ones: a lack of funds, a lack of work-life balance, and catastrophes.<\/p>\n\n\n\n

Lack of Funds<\/h4>\n\n\n\n

You might need to find investors. To do so, Fadell first recommends that you have a clear plan regarding how much money you desire and what specifically you\u2019ll use it for. However, you should have enough money to last for a few months since that\u2019s how long finding the right investors will take.<\/p>\n\n\n\n

Lack of Work-Life Balance<\/h4>\n\n\n\n

Fadell asserts that it\u2019s essential that you carve out some<\/em> time for yourself so that you\u2019re able to lead effectively<\/strong>. Get adequate sleep, nutrition, and exercise. If you\u2019re overwhelmed with administrative tasks, hire an assistant. Once the business is up and running, take vacations.<\/p>\n\n\n\n

Catastrophes<\/h4>\n\n\n\n

When you encounter a catastrophe, your first priority is to fix the problem. As a leader, you should dive into the everyday work your team does so that you can figure out with them how to fix it. You must also communicate effectively with your customers, apologizing if necessary. Only once you fix the problem should you examine why it happened and adjust your processes to ensure that something similar doesn\u2019t occur again.<\/p>\n","protected":false},"excerpt":{"rendered":"

How do you build a world-changing product-based business? How do you set the right foundation and then weather the storms that come? Entrepreneur Tony Fadell answers these questions and more in Build. The book is part career encyclopedia and part memoir, detailing Fadell\u2019s journey building the iPhone and starting Nest, a smart home device company that he sold to Google for billions. Keep reading to learn how to build a product-based business from a successful business veteran.<\/p>\n","protected":false},"author":9,"featured_media":80032,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45,79,14],"tags":[991],"class_list":["post-100233","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-entrepreneurship","category-management","tag-build","","tg-column-two"],"yoast_head":"\nHow to Build a Product-Based Business: Advice From Tony Fadell - Shortform Books<\/title>\n<meta name=\"description\" content=\"Creating a product-based business? Learn the three stages of building one and strategies for handling three big problems you might face.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.shortform.com\/blog\/product-based-business\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Build a Product-Based Business: Advice From Tony Fadell\" \/>\n<meta property=\"og:description\" content=\"Creating a product-based business? Learn the three stages of building one and strategies for handling three big problems you might face.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.shortform.com\/blog\/product-based-business\/\" \/>\n<meta property=\"og:site_name\" content=\"Shortform Books\" \/>\n<meta property=\"article:published_time\" content=\"2023-04-13T21:12:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-04-24T16:56:45+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/s3.amazonaws.com\/wordpress.shortform.com\/blog\/wp-content\/uploads\/2022\/10\/sketches-of-product-storyboard.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1648\" \/>\n\t<meta property=\"og:image:height\" content=\"1234\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Elizabeth Whitworth\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Elizabeth Whitworth\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.shortform.com\/blog\/product-based-business\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/product-based-business\/\"},\"author\":{\"name\":\"Elizabeth Whitworth\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/d2928cf6c11a69ced1491d6a5b74fb13\"},\"headline\":\"How to Build a Product-Based Business: Advice From Tony Fadell\",\"datePublished\":\"2023-04-13T21:12:00+00:00\",\"dateModified\":\"2023-04-24T16:56:45+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/product-based-business\/\"},\"wordCount\":1433,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/product-based-business\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2022\/10\/sketches-of-product-storyboard.jpg\",\"keywords\":[\"Build\"],\"articleSection\":[\"Business\",\"Entrepreneurship\",\"Management\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.shortform.com\/blog\/product-based-business\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.shortform.com\/blog\/product-based-business\/\",\"url\":\"https:\/\/www.shortform.com\/blog\/product-based-business\/\",\"name\":\"How to Build a Product-Based Business: Advice From Tony Fadell - Shortform Books\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/product-based-business\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/product-based-business\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2022\/10\/sketches-of-product-storyboard.jpg\",\"datePublished\":\"2023-04-13T21:12:00+00:00\",\"dateModified\":\"2023-04-24T16:56:45+00:00\",\"description\":\"Creating a product-based business? Learn the three stages of building one and strategies for handling three big problems you might face.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/product-based-business\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.shortform.com\/blog\/product-based-business\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.shortform.com\/blog\/product-based-business\/#primaryimage\",\"url\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2022\/10\/sketches-of-product-storyboard.jpg\",\"contentUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2022\/10\/sketches-of-product-storyboard.jpg\",\"width\":1648,\"height\":1234},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.shortform.com\/blog\/product-based-business\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.shortform.com\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"How to Build a Product-Based Business: Advice From Tony Fadell\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#website\",\"url\":\"https:\/\/www.shortform.com\/blog\/\",\"name\":\"Shortform Books\",\"description\":\"The World's Best Book Summaries\",\"publisher\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.shortform.com\/blog\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\",\"name\":\"Shortform Books\",\"url\":\"https:\/\/www.shortform.com\/blog\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2019\/06\/logo-equilateral-with-text-no-bg.png\",\"contentUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2019\/06\/logo-equilateral-with-text-no-bg.png\",\"width\":500,\"height\":74,\"caption\":\"Shortform Books\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/logo\/image\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/d2928cf6c11a69ced1491d6a5b74fb13\",\"name\":\"Elizabeth Whitworth\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/1fff9d65a52ac4340660218e7b63ee5e365cf08e7aa7adff79a0142cd4b96f84?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/1fff9d65a52ac4340660218e7b63ee5e365cf08e7aa7adff79a0142cd4b96f84?s=96&d=mm&r=g\",\"caption\":\"Elizabeth Whitworth\"},\"description\":\"Elizabeth has a lifelong love of books. She devours nonfiction, especially in the areas of history, theology, and philosophy. A switch to audiobooks has kindled her enjoyment of well-narrated fiction, particularly Victorian and early 20th-century works. She appreciates idea-driven books\u2014and a classic murder mystery now and then. Elizabeth has a Substack and is writing a book about what the Bible says about death and hell.\",\"sameAs\":[\"rina@shortform.com\"],\"award\":[\"Contributions to joint task force efforts (FBI)\",\"Contributions to Special Operations Division (DOJ & DEA)\",\"Efforts to fight the war on drugs (NSA)\",\"Contributions to Operation Storm Front (US Customs Service)\"],\"knowsAbout\":[\"History\",\"Theology\",\"Government\"],\"jobTitle\":\"Senior SEO Writer\",\"worksFor\":\"Shortform\",\"url\":\"https:\/\/www.shortform.com\/blog\/author\/elizabeth\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"How to Build a Product-Based Business: Advice From Tony Fadell - Shortform Books","description":"Creating a product-based business? Learn the three stages of building one and strategies for handling three big problems you might face.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.shortform.com\/blog\/product-based-business\/","og_locale":"en_US","og_type":"article","og_title":"How to Build a Product-Based Business: Advice From Tony Fadell","og_description":"Creating a product-based business? Learn the three stages of building one and strategies for handling three big problems you might face.","og_url":"https:\/\/www.shortform.com\/blog\/product-based-business\/","og_site_name":"Shortform Books","article_published_time":"2023-04-13T21:12:00+00:00","article_modified_time":"2023-04-24T16:56:45+00:00","og_image":[{"width":1648,"height":1234,"url":"https:\/\/s3.amazonaws.com\/wordpress.shortform.com\/blog\/wp-content\/uploads\/2022\/10\/sketches-of-product-storyboard.jpg","type":"image\/jpeg"}],"author":"Elizabeth Whitworth","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Elizabeth Whitworth","Est. reading time":"7 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.shortform.com\/blog\/product-based-business\/#article","isPartOf":{"@id":"https:\/\/www.shortform.com\/blog\/product-based-business\/"},"author":{"name":"Elizabeth Whitworth","@id":"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/d2928cf6c11a69ced1491d6a5b74fb13"},"headline":"How to Build a Product-Based Business: Advice From Tony Fadell","datePublished":"2023-04-13T21:12:00+00:00","dateModified":"2023-04-24T16:56:45+00:00","mainEntityOfPage":{"@id":"https:\/\/www.shortform.com\/blog\/product-based-business\/"},"wordCount":1433,"commentCount":0,"publisher":{"@id":"https:\/\/www.shortform.com\/blog\/#organization"},"image":{"@id":"https:\/\/www.shortform.com\/blog\/product-based-business\/#primaryimage"},"thumbnailUrl":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2022\/10\/sketches-of-product-storyboard.jpg","keywords":["Build"],"articleSection":["Business","Entrepreneurship","Management"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.shortform.com\/blog\/product-based-business\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.shortform.com\/blog\/product-based-business\/","url":"https:\/\/www.shortform.com\/blog\/product-based-business\/","name":"How to Build a Product-Based Business: Advice From Tony Fadell - Shortform Books","isPartOf":{"@id":"https:\/\/www.shortform.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.shortform.com\/blog\/product-based-business\/#primaryimage"},"image":{"@id":"https:\/\/www.shortform.com\/blog\/product-based-business\/#primaryimage"},"thumbnailUrl":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2022\/10\/sketches-of-product-storyboard.jpg","datePublished":"2023-04-13T21:12:00+00:00","dateModified":"2023-04-24T16:56:45+00:00","description":"Creating a product-based business? Learn the three stages of building one and strategies for handling three big problems you might face.","breadcrumb":{"@id":"https:\/\/www.shortform.com\/blog\/product-based-business\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.shortform.com\/blog\/product-based-business\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.shortform.com\/blog\/product-based-business\/#primaryimage","url":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2022\/10\/sketches-of-product-storyboard.jpg","contentUrl":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2022\/10\/sketches-of-product-storyboard.jpg","width":1648,"height":1234},{"@type":"BreadcrumbList","@id":"https:\/\/www.shortform.com\/blog\/product-based-business\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.shortform.com\/blog\/"},{"@type":"ListItem","position":2,"name":"How to Build a Product-Based Business: Advice From Tony Fadell"}]},{"@type":"WebSite","@id":"https:\/\/www.shortform.com\/blog\/#website","url":"https:\/\/www.shortform.com\/blog\/","name":"Shortform Books","description":"The World's Best Book Summaries","publisher":{"@id":"https:\/\/www.shortform.com\/blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.shortform.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.shortform.com\/blog\/#organization","name":"Shortform Books","url":"https:\/\/www.shortform.com\/blog\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.shortform.com\/blog\/#\/schema\/logo\/image\/","url":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2019\/06\/logo-equilateral-with-text-no-bg.png","contentUrl":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2019\/06\/logo-equilateral-with-text-no-bg.png","width":500,"height":74,"caption":"Shortform Books"},"image":{"@id":"https:\/\/www.shortform.com\/blog\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/d2928cf6c11a69ced1491d6a5b74fb13","name":"Elizabeth Whitworth","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/1fff9d65a52ac4340660218e7b63ee5e365cf08e7aa7adff79a0142cd4b96f84?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/1fff9d65a52ac4340660218e7b63ee5e365cf08e7aa7adff79a0142cd4b96f84?s=96&d=mm&r=g","caption":"Elizabeth Whitworth"},"description":"Elizabeth has a lifelong love of books. She devours nonfiction, especially in the areas of history, theology, and philosophy. A switch to audiobooks has kindled her enjoyment of well-narrated fiction, particularly Victorian and early 20th-century works. She appreciates idea-driven books\u2014and a classic murder mystery now and then. Elizabeth has a Substack and is writing a book about what the Bible says about death and hell.","sameAs":["rina@shortform.com"],"award":["Contributions to joint task force efforts (FBI)","Contributions to Special Operations Division (DOJ & DEA)","Efforts to fight the war on drugs (NSA)","Contributions to Operation Storm Front (US Customs Service)"],"knowsAbout":["History","Theology","Government"],"jobTitle":"Senior SEO Writer","worksFor":"Shortform","url":"https:\/\/www.shortform.com\/blog\/author\/elizabeth\/"}]}},"jetpack_sharing_enabled":true,"jetpack_featured_media_url":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2022\/10\/sketches-of-product-storyboard.jpg","_links":{"self":[{"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/posts\/100233","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/users\/9"}],"replies":[{"embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/comments?post=100233"}],"version-history":[{"count":5,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/posts\/100233\/revisions"}],"predecessor-version":[{"id":100394,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/posts\/100233\/revisions\/100394"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/media\/80032"}],"wp:attachment":[{"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/media?parent=100233"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/categories?post=100233"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/tags?post=100233"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}