01 / The bottleneck
Brands have no physical-world advertising layer: creator stunts, street inventory, and proof-of-display are all negotiated by hand in DMs.
02 / The insight
Physical attention is inventory too. It needs onboarding, discovery, and visualization like any marketplace.
03 / The build
Creator onboarding, brand discovery, and inventory visualization — the marketplace rails for real-world attention.
04 / The launch
In build. Current focus: creator onboarding, brand discovery, inventory visualization. Next: TechCrunch Disrupt SF, creator acquisition, brand experiments.
05 / The outcome
78% toward the first marketplace slice. Public build log tracks yesterday, today, and next.
06 / What I learned the hard way
Physical products punish vagueness: every flow must name who shows up where, with what, and how proof closes the loop.