I'm trying to understand this.
My name is Lukas.
A few years ago, I started a marketing agency.
There wasn't some grand vision behind it. I wanted to build something of my own, make enough money to live comfortably and eventually have the freedom to work from wherever I wanted.
And, to a certain extent, that worked.
I've built a company I'm proud of. I've worked with more businesses than I could have imagined when I started, learned an unreasonable amount about business, marketing and people, and right now I'm writing this from Spain while the company continues to run back home.
Which is pretty close to what I wanted.
But somewhere along the way, another question started bothering me.
Is this really what I want to spend the next ten years building?
I like marketing. I like business. I love building things.
But I don't think making another company slightly better at selling something is where I can make my biggest contribution.
And scaling my agency just for the sake of having a bigger agency doesn't particularly excite me either.
For quite a while, I didn't really know what to do with that feeling.
So I started paying attention to the things I kept coming back to.
How we spend our time. Why we buy the things we buy. Why knowing what's good for us so often isn't enough to actually do it. Why we have more products, information and technology designed to improve our lives than ever before, while so many of us still struggle to change our behaviour.
And the strange position businesses like mine have in all of this.
Because I've spent the last few years learning how to influence exactly that behaviour.
How to get someone's attention.
How to create desire.
How to reduce friction.
How to get someone to click, sign up or buy.
I'm increasingly interested in what happens when you point those same skills in a different direction.
I don't have a company for this.
I don't have a product to sell you.
I don't even know exactly what it will become yet.
What I do have is a direction.
I believe technology can give us more freedom instead of constantly finding new ways to occupy our attention.
I believe some of the most interesting businesses of the next decades will help people live better lives without requiring them to consume more of everything.
And I believe there is still a huge gap between knowing how we want to live and actually living that way.
That's the part I'm currently trying to understand.
I'm reading. Talking to people. Studying behaviour. Looking at industries like lifestyle, sport and health. Questioning a lot of my own assumptions along the way.
Eventually, I want to build something from it.
For now, I'm still figuring out what deserves to be built.
Which, for someone who likes building things, is surprisingly difficult.
So, that's where I am.
There's no big reveal at the end of this page.
No product launch. No company announcement. No carefully placed button that suddenly explains what all of this was leading up to.
I'm sharing this now because I don't want to wait until I have something polished to start talking about the ideas behind it.
The vision is becoming clearer. What I'll build from it isn't.
And I actually quite like that.
So for now, I'll keep researching, talking to people, questioning things and probably changing my mind a few times along the way.
If any of this made you curious about where it ends up, you can leave your email below.
I'll share things when there's something worth sharing.
No weekly newsletter. I have enough things to do already.