Kill or ship.
The sprint · Kill or Ship
Two weeks to find out if it’s worth building. If it is, we ship it in three more. If it isn’t, we just saved you a shitty year.
$9k to start. $30k all in. The second part is only owed if the test passes.
01 How it runs
Two parts. One gate.
We test before we build. Most shops do it the other way round and find out at launch.
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The Straight Answer
Days 1 to 10 · $9k
We test the offer before anybody builds anything.
- A research memo with a verdict
- A live landing page, two variants
- Real users, watched while they try it
- A pass/fail number, agreed in writing on day one
- The read-out: go, change, or kill
- The gate
The number we agreed on day one decides whether part two happens. We don’t get a vote.
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Ship it
Days 11 to 35 · $21k
Only happens if the test passes. Then we build it and put it in market.
- A working version on your domain. You own the code.
- The launch
- A keyword set
- One press release
- Channels, opened in order
- A runbook, so it runs without us
02 The guarantee
If we miss, you don’t pay for it.
We agree the pass/fail number in writing on day one. No verdict by day 10, stage 1 is free. If it fails, you stop and owe nothing more. If it passes and it isn’t live by day 35, we work free until it is.
Your side.
- You give us access within 48 hours.
- One person on your side decides.
- Feedback comes back within one business day.
- Scope is frozen at kickoff.
What we don’t promise.
- Revenue
- Conversion rates
- Search rankings
- Press coverage
We don’t control your product, your price or your market, so we don’t promise what they’ll do.
03 Ways to pay
$9k to start. $30k all in.
Pay as you go.
$9k at kickoff for stage 1. $21k for stage 2, and only if the test passes.
Pay over time.
Financing is offered through ClarityPay and is subject to approval. ClarityPay and its lending partner make the credit decision and set the terms.
About ClarityPay04 The alternatives
What else you could do with the money.
All three get you something built. Only one tells you first whether to bother.
| Kill or Ship | Hire a product lead | A months-long agency build | |
|---|---|---|---|
| What happens first | A test, with a pass/fail number. | A search, then a ramp-up. | A build. |
| When you learn it’s a bad idea | Day 10. | After the hire has settled in. | After launch. |
| Who decides to keep going | The number you signed on day one. | Whoever you hired. | The statement of work. |
Things we’ve built
The latest shit we shipped.
Each one got the same four things from the lab: infrastructure, R&D, user experience and distribution.
- Creative economy summit
The Creative Futures
A city’s creative class in one room, with a plan. - Athlete media and deals
StatStaq
The business side of being an athlete, run for them. - Confidential payouts
Aroko
Pay people on-chain without publishing what you paid them. - Medical-legal records
Clarity MedLegal Partners
Medical-legal chronologies with every line linked to its source. - Workforce pilot
Foster to Fiber
At eighteen, the system lets go. This one holds on. - Philanthropic gala
Illuminate Life Gala
One night at The Beverly Hilton, pointed at four causes.
Questions
Fair questions.
What counts as a pass?
A number we both sign on day one. Usually paid pre-orders, booked calls or sign-ups from people who fit, out of a set number of visitors. It is a direction, read honestly. It is not a statistics exam.
What if the answer is kill it?
Then you stop, you keep the research and the test data, and you owe nothing beyond stage 1. That is the cheap version of finding out.
What is a working version?
Software a customer can use, running on your domain. Not a slide deck and not a clickable mock-up. You own the code.
Who pays for the traffic?
You do, straight to the ad platforms. We agree the budget on day one, before anything runs.
How much of my time does it take?
One decision-maker, a kickoff, and answers within a business day. Plan on a few hours a week.
Can I pay over time?
Yes. Financing is available through ClarityPay, subject to their approval. They make the credit decision and set the terms, and you apply with them directly.
Do you promise revenue?
No. We promise a verdict by day 10 and, on a pass, a live product by day 35. Anyone promising you revenue is guessing.