Method
Subtract to Ship
Subtract to Ship is my method for taking products from idea to market: find what slows the work down, cut it with a clear rule, and ship what is left. It runs through my products, Startup Burgenland, my keynotes, workshops and audits, and my books.
Three steps
01
Find
List everything that is live: projects, features, steps, meetings. Mark what actually moves the outcome.
02
Cut
Decide each item with a clear rule: stop, park or finish, with an owner and a date.
03
Ship
Put what is left in front of the people who pay for it, then measure and cut again.
Where it comes from
14 steps became 5
The prototype of Vulpine Creations' best-selling product had 14 steps. The version that went on sale had 5.
12
physical products shipped to 50+ countries
50+
startups at Startup Burgenland
60.9%
share of profitable startups in Burgenland, highest in Austria (ASM 2025)
3
books in 2026, all Amazon bestsellers
Keynote resources
Subtract to Ship
Keynote resource
The Find · Cut · Ship method and the 60-second Subtraction Audit.
The Five Gates
Keynote resource
Score a venture on timing, building, people, scaling and pivoting, plus a premortem script.
The Constraint Canvas
Keynote resource
Name, flip and impose constraints; tell enabling constraints from crushing scarcity.
The Attention Advantage
Keynote resource
Aim · Hold · Land, and a 60-second attention audit for any presentation.
The Hype Test
Self-check
Six questions that tell you whether a project is hyped, possible or plausible. Four minutes, no sign-up.
Keynote audiences get the resource page for their talk: the framework, a short exercise and every source cited.
Use it with your team
Keynote, workshop or audit.
The method in one hour on stage, one day with your team, or two weeks on your portfolio.