Allan's notes

These are my notes. I use them to think and learn in public. What if it were possible to upload and download knowledge?

Want to discuss them with me? I'd love to hear from you @AllanDeutsch.


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Setting up a SvelteKit project with Storybook

Setting up Storybook on a SvelteKit project doesn't work out of the box using the config tool. This guide walks you through a few extra steps needed to get SvelteKit and Storybook running.

Avocado toast

Perhaps the icon of a generation, avocado toast is a delicious and nutritious way to start the day.

Price Elasticity of Demand (PED)

Price changes impact the demand for goods and services. PED is a microeconomics tool for quantifyng that impact.

Present three options to build consensus

Cognitive biases lead people to evaluate options in context. There are strong biases that impact decision making when there are one or two options.

Single-option aversion bias

People are biased against deciding on a single option. Multiple options enable people to compare and make informed decisions.

Seattle area cafés I like

A curated list of my favorite Seattle area cafes to sit, sip, and relax or work.

Restaurants I like

A list of some of my favorite places to get a meal in the Seattle area.


An overview of my notes on microeconomics.

Costs of production

Understanding the costs facing a business is an important part of evaluating its profitability. There are two categories of costs - fixed and variable.

Opportunity cost

The most valuable alternative that must be given up.

Price elasticity

Price elasticity measures how much the demand for a good changes in response to price changes.

Consumer demand

Consumer demand looks at the three types of relationships between goods and how price changes to one product affects demand for another.

Cross-Price Elasticity of Demand (CPED)

Microeconomics tool for quantifying the change in demand for a product in response to price changes for substitute goods.

Marginal utility

The incremental value gained from have one more of something.

Market forces

The factors that impact the price of goods and services, which in turn drives supply and demand changes.

Supply and demand

An area of microeconomics focused on how price influences the behavior of producers and consumers.

Great UI shadows imitate real shadows

UI shadows should create an illusion of depth. For the best illusion, imitate reality.

The principal-agent problem

When there is a conflict in priorities between one party (the principal) and another party (the agent) that executions on their behalf.


Grapow is a sweet & spicy Thai dish made with ground meat, Thai chilis, and Thai basil. This dish is often requested by friends joining for dinner.

Value innovation

Value innovation is how companies offer dramatically higher value at lower costs, escaping competition.

Use contrast to direct attention

Visual focus is naturally drawn to contrast. Use contrast in design to direct attention.

Make hard decisions quickly

The less differentiated the options are, the harder it is to choose one.

Type-1 and Type-2 Decisions

A decision dichotomy based on if the decision can be mitigated or reversed.

Ask, don't tell

Giving unprompted advice is ineffective. Instead, lead people to ask for advice.

Vicious and virtuous cycles

Self-reinforcing cycles that act as compound growth systems. Negative cycles are vicious, positive cycles are virtuous.

Categories of customer attributes

Customer attributes can be grouped as demographic, psychographic, geographic, or behavior.

The fundamental habits

These simple behaviors are often challenging, but provide a rock solid foundation for the rest of life.


Utility is the microeconomics concept for how much satisfaction, pain reduction, happiness, or value a buyer gets from a product or service.

Blue Ocean

Blue oceans are markets that haven't been created yet. They are lucrative business opportunities.

Segmentation, Targeting, and Positioning (STP)

Group consumers into segments, determine which to target, and estable the product's position for them.

Common traits of successful blue ocean strategies

Great strategies have a clear focus, diverge from competition, and are easy to explain.

Value curve

The line on a strategy canvas showing the emphasis a company places on each factor of competition in its industry.

Blue Ocean strategy

Blue ocean strategy is about creating new markets to escape competition.

Factors of competition

The factors that companies/products within an industry typically compete on to provide value to customers.

The Four Actions framework

Helps identify which factors a business should eliminate, reduce, raise, and create. Typically used with a strategy canvas.

The strategy canvas

An analytical tool that shows how much emphasis companies place on value areas in their industry.

Red ocean

Crowded markets where customers have many options to choose from, resulting in cutthroat competition.

Business Model Canvas

A modern alternative to a business plan. It has 9 sections with details of the business, its customers, and how it provides value.

Customer relationship

The interactions a business has with customers and the strategies around those interactions.

Value proposition

The way(s) a product or service benefits its target customers and the statement describing it.

Build infrastructure after not having it becomes painful

The pain caused by a lack of infrastructure proves the infrastructure is necessary.

Distribution channel

Distribution channels are how products and services get from a business to its customers.

Monetized content creation is a compound growth system

New content creates new organic inbound traffic and retains the audience. Old content creates more value from new audience.

Compound growth is most impactful at the end

Compound growth is exponential. Each compounding period generates more growth than the previous one.

Compound growth system

Any system in which growth is proportional to the principal, added to that principal, and then repeated.

Customer segment

The groups of people a business aims to serve.

Positioning statement

An explanation of how a product fits into its market.

Situation analysis

A tool for identifying and evaluating the market conditions for a product or service.

The learning process

A repeating cycle of receiving input, processing it to create output, evaluating that output, and evaluating results to improve future processing.

My spaced repetition workflow

The setup and workflow I use to retain what I learn and deepen my understanding.

The world is recursive

The same things happen across domains and contexts all over the world. Very little is unique or novel.

Give mostly positive feedback

Both positive and negative feedback are important, but on high performing teams positive feedback outweighs constructive feedback 5 to 1.