Service businesses are quietly being rebuilt around outcomes — not labour.
Every category that used to be sold as hours, retainers, or headcount is being repackaged as a delivered outcome.
It's already happening in design, recruiting, marketing, accounting, legal research. The companies winning that
shift aren't selling software — they're selling the thing the customer actually wanted.
We pick the most obvious wedge — every business in the world needs a website — and we build a family of products
around the same operating fabric. This page is the company in one place: the thesis, the team that runs it, the products.
We are building one operating fabric that scrapes, qualifies, personalizes, ships,
and monitors — and pointing it at three outcomes people already pay for: websites,
influencer matches, B2B leads.
Each product runs on shared scaffolding (matching, generation, outreach, monitoring). New products are not "new builds" —
they're new endpoints on the same machine. The hard part is already done.
The core team I'm building
Five seats at the top. Everything else hires AI first — humans only when they bring non-linear scale.
I want a permanent 5-person founding team. Each role has full ownership of their lane, and any hires below them
have to clear a high bar: do they bring something AI cannot, like deep relationships, judgment, or taste?
If yes, hire. If not, automate.
That's me. I run the strategic surface, set what we build next, and own the technical scaffolding underneath.
SEAT 2 · SALES
Lead. Open doors. Close the room.
The person who can sell anything because they know everyone. They hire industry insiders below them — people with existing relationships in dentists, lawyers, real estate, hotels — so we don't build relationships from scratch.
Builds the muscle to walk into any vertical with the right person already on the team.
SEAT 3 · PRODUCT DESIGN
What makes a product stick to a person.
Understands habit, ritual, and how a product gets woven into someone's daily work. Decides what we build, in what order, and how it actually feels to use. Quietly powers the documentation too.
Owns "would they come back tomorrow," not just "did it ship today."
SEAT 4 · SOCIAL · BRAND
Communicate. Build voice. Put us out there.
One brand language across every product we ship. Knows how to reach an audience on any channel and hold their attention. Building the public-facing presence for redesign.llc, SocialCircle, and the rest.
The reason a stranger ever finds out about us in the first place.
SEAT 5 · OPERATIONS
The connective tissue. Finds and fixes breakage.
Multi-business admin glue — invoices, contracts, vendors, mailbox warmup queues, scheduling, mailboxes, deliverables. The person who notices something is broken before the rest of us do. Without this seat, the machine grinds.
Their excellence is invisible — everything just works. Their absence is loud.
The hiring rule below the core five: AI does it first. A human is hired only if they bring
something AI structurally can't — existing relationships, sharp judgment, distinctive taste. No linear headcount.
If the next hire would just be 1.1× the previous one, we don't make it.
Product 1
redesign.llc — AI-generated website redesigns.
LIVE · IN MARKET
Drop a prospect's URL. The system reads their current site, picks 3 templates that fit their industry, and ships
personalized mockups before a salesperson would have finished the first cold email. The first product, the proving
ground for the whole operating fabric.
Diagram 2 — Five agent-stages running every day. ~3 min per prospect, fully automated.Open in Excalidraw to edit ↗
The five stages — template factory, prospect runner, recreation factory, email outreach, customer-order fulfillment —
are not five products. They're five specialist agents pointed at one outcome. The same agents power the next two products.
Product 2
SocialCircle — influencer matching with outcome.
NEXT — MATCH ENGINE IN BUILD
Same operating fabric. Pointed at a different surface: influencer marketing. The match engine — brief in, ranked
creators out with reasoning — is the moat. The business model bolts onto it in two configurations, and we'd run both.
Diagram 3 — One engine, two go-to-market paths: Upwork-style outcome, and Modash-style platform with outcome.Open in Excalidraw to edit ↗
Why we run both paths
Path A — the Upwork-style outcome — captures brands who want results without building an in-house team.
High ticket. Per-campaign retainer + outcome bonus. Path B — the platform-with-outcome (think Modash++) —
captures brands who already have in-house teams and just want a sharper shortlist. Low touch, high volume,
per-shortlist or seat subscription. Both paths feed one creator graph that compounds.
Product 3
B2B Lead-gen — productized.
FUTURE — FABRIC IS READY
Same scrape-and-qualify fabric we use to find redesign.llc prospects, re-pointed: this time the customer is a B2B
company, and the outcome they pay for is a list of named, qualified leads. The product is the work — done — they would
have otherwise hired an SDR team to attempt.
Diagram 4 — Customer URL + brief → 5 personas → 25 named leads (sample) → upgrade to larger batches.Open in Excalidraw to edit ↗
Where Sales sits in this product (and the others)
The 25-lead sample is the GTM. By the time the customer talks to a person, the machine has already done the warming —
they've seen our work, they've seen the sample, they know what we do. Sales becomes relationship-building,
conversion, and maintenance. Not cold outbound, not pitching from scratch. That's why the Sales seat at the
top of the team is for someone who knows how to own a room, not someone who needs to fill a pipeline.
Most agencies sell the promise of an outcome.
We ship the outcome first — then ask if they want to keep it.
SocialCircle — influencer matching with outcome.
NEXT — MATCH ENGINE IN BUILDSame operating fabric. Pointed at a different surface: influencer marketing. The match engine — brief in, ranked creators out with reasoning — is the moat. The business model bolts onto it in two configurations, and we'd run both.
Why we run both paths
Path A — the Upwork-style outcome — captures brands who want results without building an in-house team. High ticket. Per-campaign retainer + outcome bonus. Path B — the platform-with-outcome (think Modash++) — captures brands who already have in-house teams and just want a sharper shortlist. Low touch, high volume, per-shortlist or seat subscription. Both paths feed one creator graph that compounds.