Notes
Think beforeconsensus forms.
Working convictions about what changes next — and what should be built because of it. We publish them early, which means we sometimes publish them wrong.
Explore by stage
Explore by topic
2026
The company after software
AI does not make companies obsolete. It changes what deserves to become one.
↗A category is a promise
A new name matters only when it makes a new behaviour legible.
↗The wedge is not the company
Start narrow enough to enter. Think wide enough to matter.
↗Build at the inflection
The best moment to start is when the old answer stops being obviously right.
↗Intelligence needs a return path
An AI product compounds only when using it makes the next decision better.
↗Capital should change the clock
Money is useful when it shortens a distance you already understand.
↗Proof before permission
A working thing can cross a room that an argument cannot.
↗The first hires write the company
Before culture is stated, it is copied.
↗The room that tells you the truth
Most feedback is politeness wearing a serious face.
↗Attention is the first operating system
Before a company has process, what its leaders notice becomes the process.
↗The person the idea needs
Founder–market fit is almost always told backwards.
↗Move fast where you can return
The speed of a decision should match the cost of changing it.
↗Design the handoff
Build the company to outgrow the people who started its motion.
↗2025
Lose it cheaply
What it costs to be wrong is a design decision, not an accident.
↗The first ten customers choose the company
Early customers do more than validate demand. They teach the product whom it is for.
↗Distribution is not a phase
How a company reaches people is part of what the company is.
↗The pilot that goes nowhere
Large organisations will happily test you forever. That is not traction.
↗The bottleneck is the strategy
Growth comes from removing the one constraint that makes everything else wait.
↗Start at the center
Bring us the idea before it is safe.
The best moment to talk to us is the moment the old answer stops being obviously right — long before the deck exists. Tell us what changed, and why you cannot stop thinking about it.