JOURNAL / 01BUILD NOTES · PROCESS · FOUNDER
honestly written.
No thought-leadership. No funnels.Notes from inside the studio — what we changed, what broke, what we'd do again.
2026.04.14BUILD NOTE8 MIN
We killed the design system. The product got better.
We spent three weeks building a design system for a product that had four screens. Then we deleted it. Here's what we learned about when a system earns its keep — and when it's just procrastination with a Figma licence.
READ →2026.03.28PROCESS5 MIN
Why we send a video on Friday, not a status report.
A written status report can be 90% true and still completely misleading. A four-minute screen recording of the working build can't. Here's the format we send every week, and the one rule that makes it honest.
READ →2026.03.02FOUNDER11 MIN
Twelve people. Three founders. The math of saying no.
Staying small isn't a personality trait or a marketing position. It's a capacity calculation we redo every month. Here's the actual math behind why we turn down more work than we take.
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