We maketh
products that
maketh sense.

Imagine → Reason → Make.
We capture insight, strip it down to first principles, then build with discipline.
02philosophy
一品 ilpum · the best

How we work.

We break products down to the insight underneath — the thing about human behavior or business reality that the product is actually responding to. Then we rebuild from that insight alone. The result is products that make sense.

01Imagine — capture the insight.
02Reason — strip to first principles.
03Make — build with discipline.
03products

Three products.
Three first principles.

01 / witty.game
witty.game ↗
first principle

iGaming ≠ Trading.

Gamblers play to lose. Imagine tetris. Each line cleared lets them play longer but they never "win". Players crave "the zone". Build for dopamine.

Traders play to win. The more you know, the faster you act, the better you judge — the more you make. Each advantage counts. Build for edge.

Dopamine
  1. near miss
  2. illusion of control
  3. room for superstition
Edge
  1. execution speed
  2. information arbitrage
  3. efficiency — fees + liquidity

Combine the two and you get a bad trading app, or a bad iGaming app. Probably the most common mistake unsuccessful crypto founders make.

02 / mysoma.app
mysoma.app ↗
first principle

Sleep is personal.

Once you find the sound that puts you to sleep, you stick to it. It becomes personal.

Every sleep app treats this as a content problem. Add more sounds. Add more mixes. Add a marketplace. The catalogs balloon and the user is left scrolling through a library.

It's not a content problem. It's an interface problem. You don't need more sounds — you need a way to find the one that's already yours.

Find your Soma with a quiz, backed by high-fidelity recordings from Emmy-winning acoustic ecologist Gordon Hempton.

03 / opendoc.sh
opendoc.sh ↗
first principle

Docs should be simple.

Somewhere along the way docs became a walled-garden SaaS category. GitBook, Mintlify, Notion — proprietary editors, custom blocks, locked-in formats. Each feature is a wall between the content and the AI tools that read and write it.

Docs are just markdown files. A folder of text rendered in a browser. It should work with your AI setup out of the box. For free.

OpenDoc is the anti-platform. Markdown in, site out. Self-hosted, open-source, free.