Case studies

The threshold,
in detail.

Each study traces a crossing: the challenge, the passage, the result. For the full list of work, see all our work.

01

Nobody calls with a blank page

In all four cases a system already existed, held together by someone's willpower: spreadsheets retyped by hand after every meeting, terminals opened one by one alongside scattered scripts, a group chat where 'what are we doing tonight?' drowned. So the work never starts from a fresh idea, but from an honest reading of what still holds and what has already given way.

02

Every product rests on a refusal

What gives a product its shape is not the list of what it does, but the one thing it forbids itself. Never show learners a word they have not met yet. Never install a single process on the servers being watched. Never rank a venue by advertising budget. Never make anyone type the same figure twice. These refusals cost features, and they are what we defend in meetings.

03

The real test is what runs when nobody is watching

A demo is judged on what it shows, a product on what it does by itself. A spaced-repetition engine deciding what to review and when. A scheduled watchdog waking someone when a server stops answering. A shared calculation updating disposable income on both sides at once. That invisible part is what separates a delivered product from an abandoned prototype.

04

The switchover matters as much as the build

A product never replaces anything overnight: existing data has to be migrated, the people who will use it trained, and the switch made without interrupting the work in progress. It is the least spectacular part of a project, the one no mockup shows, and the first to sink a rollout when it is handled last.

The four studies
01Hibi02Zou.03RackSitter04WiseBudget
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