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.

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

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

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