do you actually need more?

you already have 0 things on this page.

when did you stop noticing?

We have more tools to live better than any generation before us.

so why is changing your behaviour still so difficult?

you saw 0 things in 0 seconds.

How many of those things did you want?

Before you saw them?

Almost anything can be delivered tomorrow.

Entertainment never ends.

Algorithms learn what holds our attention.

Advertising becomes more personalised.

You probably already know you should move more.

Sleep better.

Spend less time staring at a screen.

Buy less shit you don't need.

Spend more time with people you care about.

So why is knowing it rarely enough?

What if the problem isn't that you need more discipline?

What if you're living in a system designed to make you want more?

I've spent the last few years on the other side of this.

I started a marketing agency.

I learned how to get attention, create desire, reduce friction and get people to buy.

  • attention.
  • desire.
  • friction.
  • conversion.

It gave me much of the freedom I was looking for.

Somewhere along the way, I started wondering what would happen if I used those same skills for something I actually wanted to see more of in the world.

What would you actually want more of?

physical experiences

friendship

movement

craftsmanship

community

nature

creativity

being present

Technology should create more room for being human.

and I think we're closer to this reality than we think we are.

but one thing is becoming increasingly clear.

for this to take place, our system needs to change.

we've become incredibly good at capturing attention, creating desire and making consumption effortless.

I believe we can become just as good at using technology to create more room for the things we're actually built for.

movement. nature. people. making things. being outside. being present.

I'm Lukas.

I'm an entrepreneur. I built my first company in marketing, learning first-hand how attention, behaviour and consumption can be influenced.

And I've become obsessed with what happens when we turn that around.

Technology is becoming more powerful and more accessible at an incredible pace. Things that were once available only to elite athletes, medical professionals or large organisations are increasingly becoming available to all of us.

I believe that shift can fundamentally change how we understand and improve our own health, behaviour and performance.

That's the company I want to build.

I don't know what the first product will be yet. I'm researching the problems worth solving, testing ideas and finding the people who want to build this with me.

But the direction is clear.

Use technology to strengthen human life.

And build a company capable of doing that at scale.

If you believe in that too, get in early.

Leave your email below. You'll see what we're researching and building, and hopefully, at some point, become part of it.