Craig Jones is the author of 18 books and the creator of PLT — the Profit Love Tax framework. Writing under the pen names Little Bunny and Uncommon Pope, Jones has built one of the most distinctive independent publishing operations in business and self-development: a complete library of scored conversations, practical doctrine, and fiction, all built on a single framework that applies to every area of human interaction.
Jones is not a motivational speaker. He doesn't sell courses, masterminds, or coaching packages. He writes books. The ideas live in the writing — and the writing is designed to change how you see every conversation you'll ever have.
Most business authors write about success after the fact. They reverse-engineer their wins into principles and sell the story. Jones works differently. The PLT framework doesn't start with success — it starts with honest accounting. The first question PLT asks isn't "How do I win?" It's "What is actually happening right now?"
That distinction matters. PLT is a scoring system, not a motivational philosophy. It doesn't promise that reading all three scores will make you rich, happy, or successful. It promises something more uncomfortable and more useful: clarity. When you can read the Profit, Love, and Tax running in any conversation, you see reality as it is — not as you wish it were.
"Know what you are before you try to become something else. The honest accounting comes first."
Jones built this philosophy from the ground up — not from an MBA program or a Silicon Valley exit, but from years of observing what actually works in real conversations across business, relationships, and daily life. The framework emerged from pattern recognition: the same three forces kept showing up everywhere. A sales call and a marriage conversation run the same three scores. A parenting moment and a boardroom negotiation operate on the same principles. Once you see it, you can't unsee it.
PLT started with a simple observation: people who are excellent in one domain are often disastrous in another. The executive who closes every deal but whose family is falling apart. The devoted parent whose career stagnates because they can't negotiate for themselves. The person who avoids all conflict and wonders why nothing changes.
Jones recognized that these weren't different problems — they were the same problem expressed in different contexts. Each person was optimizing for one score while ignoring the other two. The deal-closer maximizes Profit but depletes Love and accumulates Tax. The people-pleaser builds Love but never gains Profit, and Tax builds in the form of resentment. The conflict-avoider minimizes all short-term costs but creates Tax everywhere.
The PLT framework was built to solve this by making all three scores visible simultaneously. Not to tell people which score to maximize — that depends on the situation — but to ensure they're making conscious tradeoffs instead of unconscious ones.
What began as a personal observation system became a writing project: score real conversations, document the patterns, and publish the results. That project grew into 18 books across four series, each applying the framework to a different arena of human life.
Jones's writing style is distinctive: spare, direct, and unflinching. There is no filler. There are no anecdotes designed to make the reader feel good about themselves before delivering a packaged insight. The books are dense with practical application — scored conversations, frameworks, and doctrine designed to be used, not just read.
The fiction is equally direct. Novels like Stiforp and Brasi don't explain the PLT framework — they embody it. Characters make moves that score across all three dimensions, and the reader who understands the framework reads a different story than the one who doesn't. The doctrine lives in the narrative, not in exposition.
"Every yes is a future obligation. Score it before you give it."
PLT applied to live conversations. Real sales calls, real negotiations, scored move by move.
The core of PLT doctrine. Each book applies the framework to a fundamental area of human experience.
The foundational texts. The philosophy and daily practice of PLT.
The doctrine in story form. The framework lives in narrative, not exposition.
Jones founded PLT Press as an independent publishing operation. No traditional publisher. No agents. No compromise on the writing or the presentation. Every book is published directly, sold directly, and presented with the same spare aesthetic that defines the writing itself — dark backgrounds, minimal design, and content that respects the reader's time.
The entire library — all 18 books — is available as individual titles or as a complete bundle. Jones's position is straightforward: the framework is one system. The books are best read as a complete body of work, but each one stands alone for readers who want to start with a specific arena.
Get All 18 Books — $49 →Craig Jones and PLT Press can be found at: