Your Best People Can't Scale. Their Judgment Can.
We help teams capture what their best people know and make it operational — as tools, processes, and systems that compound.
Who We Help
Innovation Teams
You have the mandate to innovate. We bring the process—ceremonies, decision gates, playbooks—that turns ideas into shipped products in weeks.
Agencies & Consultancies
Your best people set the quality bar. We build the tools that let your whole team operate at that level.
The Problem We Solve
AI makes everyone average. LLMs optimize for the center of the distribution — competent, generic, interchangeable.
Differentiation lives at the edges. Your competitive advantage isn't that you can produce output; it's that you produce output with a point of view. You have taste.
The question is: can taste be encoded? Can you structure your judgment in a way that AI systems can use—via API, integrated into products, available to agents?
Yes. This is what we build.
Read: Encoding Taste in Practice →
What We Believe
- Taste as Infrastructure — AI without encoded judgment is commodity. Encoded taste builds durable leverage.
- Factory Thinking — Build the factory, not just the product. Features depreciate; factories compound.
- Software Inversion — AI development is software development now. The hard part moved from "can we build" to "do we know what to build."
- Niche-Making Economics — You don't need a billion-dollar market. You need superfans. One thousand true customers is enough.
The Pattern
Every engagement follows a similar arc:
- Internal infrastructure — Reduce friction. Give your people tools and context.
- Customer intelligence — Understand deeply. Know what you're trying to communicate and to whom.
- Encoded taste — Capture judgment in a form that compounds. Make it operational.
Less time on "where's the file?" More time on "what are we actually trying to communicate?"
How we work → | See our Playbooks →
Who
Alex Finnemore — Berlin
PhD physicist. Decade building and selling custom software at scale. Partner at Citrusbyte (→ Theorem → Media.Monks). Led $10-20M pursuits. Artist. Living Matter Studio.
Mike Joyce — Amsterdam
Led teams, sales, and implementation at Citrusbyte/Theorem. Five years at AWS running an innovation incubator. Built the GTM for AWS Clean Rooms. Multi-billion pipeline of adtech solutions.
Pascal Staud — Düsseldorf
Co-founded STAUD STUDIOS (content, automotive, digital) and Monks (S4Capital). Advisor and angel investor across health tech, crypto, and consulting.
We've seen how big organizations work. We've built the software, run the sales cycles, navigated the enterprise complexity.
Now we're building the company we want to work for.
Contact
We're open to conversations with teams doing interesting work.
Alex in Berlin. Mike in Amsterdam. Pascal in Düsseldorf. You can be anywhere.