Hey friends,

Taylor turned four this weekend. Four! She's still got the same face she had as a puppy, just bigger and slightly more opinionated about dinner time. Liverpool, meanwhile, is actively trying to give me an ulcer. I don't want to talk about it.

What I do want to talk about is an email I got from Aditya in Indonesia.

Aditya wanted to buy the book but had a fair question — $29 in Indonesia is not what $29 is in Stockholm or New York. Had I ever thought about regional pricing?

I had. More than once, actually. But then life happens and it kept sliding down the list.

Well, Aditya just got the book. And if you live somewhere where $29 feels like a different number than it does in most of Europe or the US, you can use code REGIONAL at checkout to get it for $10 instead.

There's no geolocation check. No verification. I'm choosing to trust people's good faith on this.

And if you already bought the book at full price and feel like the regional discount should apply to you — just hit reply. I'll happily refund you $19. No questions, no forms, no awkward explanations needed.

Here's the bigger thing I've been chewing on. I wrote about this last week on LinkedIn and it seems to have struck a nerve.

Building is getting cheaper. Much cheaper. The tools that used to take a junior designer a week now take an afternoon. The bottleneck used to be execution, and execution is nearly free now. Which means more people can build — a lot more people. And that's genuinely great.

But it also means the hard part isn't shipping anymore. The hard part is knowing what's worth building in the first place. Who it's for. What good would even look like.

If more people can build, I want more of those people to have access to the resources that help them build the right thing. Not just the ones who happen to live where dollars go furthest.

​That's all. $10 instead of $29 if you need it. A refund if you already paid and you do. And a thank you to Aditya for asking the question I'd been meaning to answer for months.

— Anton

P.S. I rewrote one of my older articles this week — What a UX strategy is, and why most teams should write one. It was one of my most-read pieces but somehow didn't mention AI once, which in 2026 is basically negligence. It's a little more current now.