The Journal

What we built,
what it cost,
what broke.

We write things down as we go — the decisions, the prices, the mistakes we would rather not repeat. No growth hacks. No listicles.

We are building a renovation platform with a Stockholm firm, in public

Quotes with ROT, a portal the homeowner actually opens, and time on site. Here is the scope we agreed, what we cut, and why the ads part waits.

A drum, an antelope, and a rule about never being hard to spell on the phone.

The rule we set before we started, so we never fall in love with a dead idea.

Giving something away and then charging for it at the door is not giving it away.

One monorepo, one shared core for auth and billing, one Worker per product. What that buys us, and where it bites.

What agencies actually lose between sending a quote and getting paid.

ROT rules, staff ledgers, and everything we got wrong about Sweden in the first week.

Everything here is written by the people who did the work.