Let’s talk about your product.
Tell us what you’re building and what you’re unsure about. We’ll tell you honestly whether we can help.
Book a callProduct people first
We’ve spent our careers building and shipping software. AI should earn its place in a product the way any feature does: by solving a real problem for real customers.
What we believe
Start with customers, not models.
The question is never what a model can do. It’s what a customer needs, and whether AI is the best way to give it to them.
Test small before betting big.
Prototypes and real users beat strategy documents. We’d rather learn something cheaply now than defend an assumption later.
Measure what ships, not what demos.
A demo proves something is possible. Only a shipped product proves it’s useful.
How we think about AI
AI has changed what software can do and what customers expect from it. It hasn’t changed what makes a product good: it solves a real problem, people can use it, and the business behind it works.
Our job is to help you hold both of those at once. We’ll push you to explore what’s newly possible, and we’ll push back when an idea is more interesting than it is useful.
Who we work with
Founders, CEOs and product leaders at software companies with real customers. Usually teams who are already under pressure to ship something with AI and want to do it well.
What we don’t do
Build models
We help you decide what to build and how to judge it. We work with your engineers and the models they choose.
Sell tooling
We don’t resell platforms or take referral fees, so our advice isn’t tied to a vendor.
Strategy that stays on paper
Everything we produce is meant to be acted on.