In the winter of 2019 we were three people sharing a rented desk above a bakery, arguing about why good work took so long to ship. The answer was never talent. It was friction — the small, accumulated delays nobody owns.
So we built the thing we wished existed: a way to go from an idea on a napkin to something real, in an afternoon. The first version was ugly and it worked. A friend used it to launch her shop that same week, and we knew we were pointed the right direction.
“Build the smallest thing that proves you’re right — then keep going north.”
Seven years and a few thousand napkins later, the bakery is gone and the question isn’t. We still measure ourselves the same way: how quickly can someone turn an idea into something they can hold?