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.
2026
A category is a promise
A new name matters only when it makes a new behaviour legible.
↗2025
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.
↗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.