is an independent studio founded to give founders, startups, and companies the unfair edge, ecosystem and tools to capture minds — and turn that leverage into revenue.

We design and build [ systems of persuasion ] through psychological levers — making inaction unbearable, aligning pain and desire, turning attention into revenue.

➽ Dear founder friend,
I know. Selling is hard.
I’ve paid the price at every stage.
At Launch. To Grow. To Scale.

And each time the key was the same:
They don’t care about what we sell.
They care about what they buy.

People love to buy.
The problem? They almost never buy
what we think we’re selling.

They don’t care about our story.
They care about theirs
— and how you change it.

Good news;
There’s a science of leverage behind every purchase. That starts long before the transaction.

It’s not about persuasion.
It’s about pressing the exact nerve that makes them act — now.

I don’t believe in “creative genius.”
I believe in markets.
I believe in People.
In their impulses.
Frustrations.
Impatience.

So what are the rules?

People only care about one thing: ending the pain that keeps them up at 2am.

All you have to do is offer something that hits that pain — from near or far.
The closer you are, the faster they buy.

In the last decades, most messages avoided that friction. Polished. Polite.
Designed to feel safe.

Tech gurus who want to feel like Steve softened words. Made everything “Nice”. «Clean» and «designed with purpose».

Pure shit ever.
The decision core never changed.

Pain is the only true timeless lever.

Think about the last thing you bought.
What pain did it solve?

To understand and use this lever, we have to be specific and precise about it: People don’t move because they feel discomfort.

They move when their pain is exposed so clearly they can’t ignore it — when it confronts them with their own inability to fix what truly matters.

Let me say it again.
When it confronts them with their own inability to fix what truly matters.

That’s when they need someone.
Or a product.

To fix that pain.
Whether it’s practical or emotional.

And that’s pragmatic.
Otherwise — why buy at all?

Pain gets attention.
Helplessness closes the deal.

The only thing you have to do is to press hard on it. Nothing else.

Forget all others things.

Under every buying decision,
there’s a hidden tension.

Find it — and they buy.
Ignore it — and you vanish.

But never forget market rules:
Every day you stay silent, someone else
weaponizes the pain you don't press.

You have to choose: be the scalpel
they seek, or be the brochure they swipe past.

If you’re ready to use this science of leverage,

I built The Conversion Dept. for us.

A shared library made of Systems,
Methods and Tools to capture minds.

For me. For us. For others founders.

Move Minds.
Move Markets.
Open Wallets.

Let’s press together.