Solve for presence.

At Google, we talked a lot about digital twins. How to find people who think, buy and act like the customers we already knew. Future fans, hidden in patterns.

We used those insights to place ads better and help businesses grow.

I kept wondering how much further that idea could go. What would happen if we could understand what someone really cares about with the same attention we gave their purchase behaviour?

2022. Tbilisi, Georgia. I'd left Google and was experimenting with language models, constantly building and breaking things.

I built a digital twin of myself. Fed it years of writing: notes, journals, half-finished essays. Things I'd thought carefully about, now something I could talk to.

So I did.

It showed me patterns I hadn't noticed. Contradictions between what I said I valued and how I actually lived. I found myself returning to questions I'd written down years earlier and never properly answered.

That experience stayed with me. There was something worth exploring here.

In 2025, that curiosity became a product.

Together with executive coach Jord Cuiper, we built his methodology into Ara II. His frameworks and way of guiding people became an experience they could work with in their own time.

The first users loved it. We were excited to see something we'd spent so much time thinking about become useful to someone else.

It opened a way to access guidance that had depended on finding time in an expert's calendar, and being able to afford it.

That also gave us a responsibility. We had to decide which parts of the method belonged in software, make its limits clear, and leave room for the work that needs Jord himself. The hard conversations still matter.

Working alongside people like Jord is why I want to keep building SANE/REBELS.

With Frederik G. Pferdt, we're helping more people find and engage with his work on shaping their future. With Fabian and Frederic at GlassDollar, we've turned their venture-client knowledge into a directory that helps people find companies ready to work with startups.

These collaborations make the opportunity concrete. Someone brings years of experience and a clear sense of what could be better. We get to help give it a form that reaches further.

I feel fortunate to be trusted with that work. Each person brings a way of seeing things I wouldn't have arrived at alone.

After years at Google, building my own business and working inside other companies, I wanted to bring more of what I care about into the same place.

Careful thinking belongs here. So does the impulse to try something a little unreasonable and see what happens.

I want to build alongside engineers who care about the experience someone has with their software, and artists whose work makes people stop and feel something. People who are curious about each other's craft.

AI gives us more room to experiment and build. What excites me is what we choose to do with that room. Who gets access to something that used to be out of reach. Which worthwhile idea finally becomes possible.

SANE/REBELS is still taking shape. We have real work to build on, and people I'm grateful to be doing it with.

If you see something worth making possible, I'd love to hear about it.