“Imagine if.”
These simple words have started revolutions, launched literal moonshots, and sparked technology that's made a meaningful difference in our lives, our work, and our world.
Over the past two decades, we've been a part of some important "imagine ifs."
Imagine if documents worked more like software. Imagine if kids learned to code while playing video games. Imagine if any phone could accept credit cards anywhere.
But Notion, Roblox, and Square didn’t become the companies we all know just because they “imagined if” — they went unreasonably deep to figure out where to start. Ivan and Simon rebuilt Notion from the ground up four times, often working grueling 18-hour days to nail the experience. Dave was already on v87 of Roblox’s business model before he raised a round. Jack started by listing 140 reasons Square would fail — and then went to work disproving each one.
These foundational first moves define not only the first 10 months of a company’s existence, but the next 10 years. And this is our sweet spot. In fact, it’s all we do.
We prefer getting deep in the details over cheering from the sidelines. We're in the doc, editing launch messaging and refining early pricing. Shadowing sales calls to equip founders who are great at building product with the skills to sell it, too. Crafting the next fundraising deck from the ground up, practicing together until it’s perfect.
This is how we work every single day, for all the “imagine ifs” you haven't heard of — yet.
Imagine if mothers had 24/7 access to prenatal care. Imagine if 911 calls instantly came with all the context dispatchers need to respond. Imagine if we could capture the carbon released by every truck.
Before any traction. Before product-market fit. Before anyone knows your name.
This is where “imagine if” gets to work. And it’s our favorite place to be.