The Origin Story
Solve for presence.
4 years, 500+ companies
Founder
5 years, bootstrapped
Fractional CMO
2 years, hit the ceiling
Now
SANE/REBELS
Asanswersbecomeabundant,humanpresencebecomespremium.
The Evolution of Expertise
The world learned to distribute information.
It never learned to distribute you.
Books & Broadcasting
1440 - 2000
Knowledge traveled further. The expert stayed put.
Podcasts & Digital
2003+
Anyone could publish. Content exploded. Attention didn't.
500M+ podcast listeners globally
Online Courses
2012+
Massive access. Minimal transformation.
Median completion under 13% · 52% never start
Creator Economy
2015+
Experts told to build a brand. Became content machines instead.
Over half report burnout · Gets worse with tenure, not better
Generic AI
2023+
Answers without authorship. Advice without accountability.
Hallucination rates from under 5% to over 40% depending on the task · 66% use AI, fewer than half trust it
Your Digital Product
Now
Your expertise, as software. Personal. Scalable. Grounded in what you know. Not generic. Not guessing.
Books & Broadcasting
1440 - 2000Knowledge traveled further. The expert stayed put.
Podcasts & Digital
2003+Anyone could publish. Content exploded. Attention didn't.
500M+ podcast listeners globally
Online Courses
2012+Massive access. Minimal transformation.
Median completion under 13% · 52% never start
Creator Economy
2015+Experts told to build a brand. Became content machines instead.
Over half report burnout · Gets worse with tenure, not better
Generic AI
2023+Answers without authorship. Advice without accountability.
Hallucination rates from under 5% to over 40% depending on the task · 66% use AI, fewer than half trust it
Now
Your Digital Product
Your expertise, as software. Personal. Scalable. Grounded in what you know. Not generic. Not guessing.
Twins
At Google, we used data to find people who think like you, decide like you, buy like you. Clients loved it. I was fascinated by it.
But we were using it to sell ads. To make people click.
What if you could map something deeper than purchase behavior? Not what someone buys. What someone knows.
Mirror
2022. Tbilisi, Georgia. I'd left Google, the first real LLMs had just emerged, and I was breaking things constantly.
I built a digital twin of myself. Fed it years of writing. Notes, journals, half-finished essays. Everything I'd thought carefully about, now queryable.
Then I started talking to it.
It showed me patterns I hadn't noticed. Contradictions between what I said I valued and how I actually lived. Not judgmental. Just honest.
Proof
Took a coach's proven methodology and built infrastructure around it. Not a chatbot wearing their face. A system that carries their frameworks, their logic, their way of seeing.
The system handles what doesn't need a human. Pattern-matching. Repetitive application of known frameworks. Questions with clear answers within a methodology.
So the expert can focus on the work that actually requires them. The breakthrough moments. The hard conversations. The room where it matters.
Online to offline. The system prepares. The human transforms.
“The measure of great software isn't how long you stayed. It's how much clearer you felt when you left.”
SANE
The world is drowning in noise. We build for clarity. For calm. For technology that helps you see clearly instead of scroll endlessly.
REBELS
We're honest about what software is and isn't. It isn't human. It doesn't replace the expert. It replaces the work that never needed a human in the first place.
The / is the tension. Clarity without conformity. Calm without complacency.
Your methodology. Our engineering.
Your presence, where it matters most.
SANE/REBELS
Berlin