What if we designed businesses like we design products—intuitive, human-centred, and easy to use? Exploring the early design of two new ventures, drawing on principles from The Design of Everyday Things to shape everything from culture to communication. Inspired by thinkers like Don Norman, Ricardo Semler, Jason Fried, and Paul Graham, it’s a blueprint for a simpler, smarter, and more empowering way to build a company—one that’s as much about how it feels as how it functions.