Why most of our ideas die in the second week
A lab optimises for learning, not throughput. That only works if you're willing to kill the thing you just built — on purpose, and quickly.
We run every idea through the same four gates: ask, prototype, pressure-test, ship. The uncomfortable truth is that most ideas don't make it past the second one, and that's not a bug — it's the entire point of working as a lab instead of a factory.
The fastest way to understand an idea is to build it
A slide deck can make anything sound inevitable. A prototype can't — it either does the thing or it doesn't. So we make the smallest real version we can and put it in front of the actual problem, early enough that walking away is cheap.
- Ask — if we can't say why it matters, we don't start.
- Prototype — the smallest thing that's real, not a mock.
- Pressure-test — break it on purpose and see what survives.
- Ship & own — what earns it goes to production, and we keep owning it.
Saying no is part of the craft
Depth over breadth means the roadmap is mostly a list of things we chose not to build. It's easier to admire that in principle than to do it in practice — cutting something you've grown fond of always stings. But the work that survives the second week is the work worth putting our name on, and that filter is the reason anything ships at all.