Our Story
Every great business has an origin story. This is ours.
The Beginning
Started as a technical co-founder of an IT service agency with four partners and big dreams. We were going to revolutionize B2B services. The reality? Seven years of pushing, pivoting, and persevering through every challenge the business world could throw at us.
The Hard Decision
After seven years of breaking even and burning out, I made the hardest decision of my professional life: I walked away. We had learned every aspect of running a B2B service business, but success remained elusive.
The Learning Years
The next four years were a masterclass in what doesn't work. Product development, different service models, various business experiments. Each failure taught valuable lessons, but success remained elusive. Until the realization that changed everything.
The Breakthrough
I was trying to be everything except what I was best at. Throughout all those years, one skill consistently delivered results: building systems that convert. This wasn't theoretical knowledge—it was lived experience.