The diff: v2.0.0-rc1 to v2.0.0-rc2

Every block of the candidate that changed, was added or was removed since the one before, as the newsroom's differ reads it. 198 blocks changed; 486 blocks added; 139 blocks removed; 548 blocks kept;

A release candidate, not a version. This is v2.0.0-rc2 of the second edition: every chapter written by the book's agents from the ideas register, for Dinis to read, print and mark up. Nothing in it is signed off. The first edition, v1.0.0, is the only official version; the candidate's text is frozen at v2/versions/v2.0.0-rc2.md so that what was read cannot change behind the reader (decision 009).
changed # Gen Z Generation ZX Developers (GenAI Startup Edition)
changed v2.0.0-rc1, v2.0.0-rc2, 2026-10-19. Release candidate 1 2 of the second edition: not signed off, not an official version.
removed This is the first end-to-end draft of Gen Z Developers (GenAI Edition), the second edition of the 2018 book, and it was not written the way the first edition was. In 2018 Dinis wrote the chapters himself, in a public repository, and readers sent fixes as GitHub issues. In 2026 the text in your hands was written in a day, by the book's agents, from a register of ideas that Dinis had already said in his own words.
removed Here is how that works, so that you know what you are reading.
removed Since the first edition, Dinis has talked the second one into existence: voice memos, written up with a journalist agent as articles in his voice, each ending with a brief for the roles that finish a book (a reviewer, an editor, a publisher, a librarian). The librarian read every article, every decision and every one of the 2018 chapters and outlines, and wrote one idea per thing the book would say: a sentence the book stands behind, with where it came from, down to the section of the article, and the 2018 file it answers. One hundred and six ideas, at the time of this draft. Fifty of them are marked accepted, because Dinis said them as his own position in a co-written article; the rest are the librarian's reading of the material, waiting for him.
removed The ideas were placed on a proposed chapter map: thirty chapters in nine parts. Then each chapter was written from the ideas placed in it, by an agent that read the articles and the 2018 text behind them and nothing else. The rule was simple: every number, every quotation and every story in a chapter has to be in a source the chapter names. Where the sources ran out, the chapter says so, in a note addressed to Dinis. There are a few dozen of those notes; the back matter collects them. They are the questions only he can answer: a story only he knows, a decision the articles left open, a number he has to check.
removed So this is a candidate, not a version. The first edition is still the only official one. This text is frozen, so that what Dinis reads and marks up cannot change behind him, and his feedback will produce the next candidate rather than an edit of this one. Nothing will be published from it outside the website where it lives. Every chapter ends with where it came from, as links, and the website shows the whole graph: which articles were processed into which ideas, which ideas went into which chapter, and what each article's brief asked for and whether it was done.
removed The voice is Dinis's throughout, in the first person, because the material is his: his memos, his articles, his 2018 book. Where a chapter sounds like him, that is the material doing its work. Where it does not, that is the agents', and it is exactly what the review is for. The verbs Dinis uses to answer are the ones the book's process gives him: keep, rewrite, merge, cut, article first, later, not doing it. Each one, on an idea or on a chapter, becomes a decision recorded in the book's vault, and the next candidate carries it.
removed One thing is decided and one is not. The title is Gen Z Developers (GenAI Edition): Dinis chose it on 19 October 2026, while this draft was being written, closing a question the articles had kept open. Whether the hands-on part, which is dated 2026 and meant to be renewed each year, lives inside the book or as a companion is still his; it is included here so that the decision can be made by reading it.
added This is release candidate 2 of Generation ZX Developers (GenAI Startup Edition), the second edition of Generation Z Developers (2018). It was not written the way the first edition was, and it is not the same book that release candidate 1 was, a few hours earlier.
added In 2018 Dinis wrote the chapters himself, in a public repository, and readers sent fixes as GitHub issues. In 2026 the book is talked into existence: voice memos, written up with a journalist agent as articles in his voice, each ending with a brief for the roles that finish a book. A librarian reads every article, every decision and every one of the 2018 chapters and outlines, and writes one idea per thing the book would say: a sentence the book stands behind, with where it came from, down to the section of the article, and the 2018 file it answers. The ideas are placed on a chapter map, and each chapter is written from the ideas placed in it, by an agent that reads the articles and the 2018 text behind them and nothing else. The rule is simple: every number, every quotation and every story has to be in a source the chapter names. Where the sources run out, the chapter says so, in a note addressed to Dinis.
added Release candidate 1 was the first end-to-end draft under that method: thirty chapters, written in a day. Dinis read it and arrived at the founder. The reader he wants to give this book to is the person who wants to start a GenAI company, and that reader is two generations: Generation Z, entering the workforce and becoming the entrepreneurs, and Generation X, the subject-matter experts he sees starting companies, often their parents. Together, Gen ZX, which goes back to his origins, the ZX Spectrum. The book got a title, an objective (by the end of it you have started a company), a new part at its centre, Start the company, a part rebuilt around shipping without a server, four more hands-on chapters, and a measure: the companies created from it. The articles the newsroom already had on pricing, selling, funding, zero-knowledge vaults, constraints and control came into the register as the first round's batch, and this candidate was rewritten under that frame: forty-one chapters in ten parts.
added Some chapters are honest placeholders. The newsroom has no article yet on creating a limited company in the UK, on Lithuania, on Portugal, on the European Union's programmes, on the first customers, or on how a reader tells us about their company. Those chapters stand as their titles, their ideas and what is missing, until Dinis records the memos; the notes to him say which.
added This is a candidate, not a version. The first edition is still the only official one. The candidate's working copy lives in the book's vault; this text is a frozen snapshot of it, so that what Dinis reads and marks up cannot change behind him, and his feedback produces the next candidate rather than an edit of this one. From here on, every word, change and idea that wants to come in goes before a review board, an advocate and a cutter and the readers and a checker and the editor, and Dinis decides; every verdict is kept with its reason and becomes a precedent. The diff between this candidate and the last is on the website, block by block, because Dinis reads the diffs.
added The voice is Dinis's throughout, in the first person, because the material is his. Where a chapter sounds like him, that is the material doing its work. Where it does not, that is the agents', and it is what the review is for. The verbs he answers with are the ones the process gives him: keep, rewrite, merge, cut, article first, later, not doing it.
changed Read it as a reader first. Then, if you are Dinis, read it with a pen. And if you started a company because of something in it, tell us: that is the first entry in the measure.
removed Three chapters before the argument starts, and one about graphs because everything after it is one. Where you are standing when you open this book, why I think you are lucky to be here, how to find out which kind of developer you are, and why the path only makes sense afterwards. Read these first; then go where your map says.
added Five chapters before the argument starts. Who this book is for and what it is for, why I think you are lucky to be here, one chapter on graphs because everything after it is one, how to find out which kind of developer you are, and why the path only makes sense afterwards. Read these first; then go where your map says.
added ## 1. Gen ZX: who this book is for, and what it is for
added The first line of the 2018 book was this: "Hi Generation Z Developer, if you are one and want to learn as much as you can about your craft, this is the book for you." One generation, one reader, one line.
added This edition needs a longer first line, because it is for two generations, and because it has an objective the first one did not have. So before anything else, let me say who I am talking to, and what I want to have happened by the time you close the book.
added ## Two generations
added In 2018 I wrote that Generation Z was "the generation born after 1996", "the first real 'born online' generation", and "the generation that is entering the job market right now". I focused on them because I had two daughters in it, because I had spent time teaching UK school kids to hack in the ethical sense, and because I worried they had missed the history behind the technology they took for granted. Eight years later they are entering the workforce for real, and a lot of them are not looking for a job. They are hungry, they are focused on this, and they are the new entrepreneurs. They are still the first reader.
added The second reader is my own generation. The more I thought about who I want to give this book to, and what I want them to do with it, the more I arrived at the people I actually work with. The founders I see starting companies now are, a lot of them, Generation X. They are the subject-matter experts: twenty years inside a problem, in a pharmacy, a clinic, a legal practice or a security team, who have described the tool they need to vendor after vendor and never got it.
added In The expert founders I put the change in three words: "Execution just got cheap." When agents do most of the building, the person who knows the problem can build the first version of the answer themselves, instead of explaining it to a team they could never afford. And the data was always on the experts' side, which is worth hearing before somebody tells you it is too late. In the largest study I know, of 2.7 million US founders, the mean age at founding of the fastest-growing one in a thousand new companies was 45, and founders with three or more years in the same industry reached that top tier at twice the rate of those with none. What held the experts back was not knowledge. It was access: to capital, to engineers, to the long and expensive build before anything could be shown. That is the part that just got cheap. A third of new US startups now have a single founder.
added Often the two readers are in the same family. Generation Z are, by the dates, the children of Generation X, which is an interesting gap: one grew up with the agents, the other grew up with the problem. In the storyboard that goes with this chapter, the mother asks whether she can just build it now, after twenty years of explaining it, and the daughter says yes, and shows her the agent. That is the book, in two lines.
added The dates I use are the Pew Research Center's: Generation X born 1965 to 1980, millennials 1981 to 1996, Generation Z 1997 to 2012. Boundaries differ between sources, and like all generation boundaries they generalise; the 2018 book said so too, and I still mean it. That leaves the millennials in the middle. They can read this, and they will get a lot from it, but theirs is a different story, and I would rather write the two I know from the inside: I am Generation X, and my daughters are Generation Z.
added ## Generation ZX
added Put the two letters together and you get Generation ZX, which is a plot twist I did not plan and now cannot give up, because it goes back to my origins. The ZX Spectrum was launched by Sinclair Research in the UK in April 1982, when Generation X was between two and seventeen. If you are my age, you may have typed a program from a magazine into one, line by line, and watched it run, or not run, and gone looking for the typo. That machine is where a lot of us learnt that a computer was something you could own, open and program. The storyboard has the whole language of it on a board: two lines of BASIC, and the second one is GOTO 10.
added One more thing about the name, and then I will leave it alone. It is Gen ZX, not Gen XZ. XZ is also the name of a compression library that had a backdoor planted in it in 2024, the most famous supply-chain attack of recent years, and in a book that covers security the order of the letters matters.
added And they are developers. The title keeps the word on purpose. The entrepreneurs I am talking about are coding: with agents, in the way the newsroom calls explorer coding, which is a better name for what most people call vibe coding. Explorer coding says it in one line: "What people call vibe coding is exploration, and the word should say so." The explorer builds to find out, and what the exploration produces is the brief for the version other people will rely on. A founder needs both halves, the exploring and the handover, and Explorer coding, not vibe coding, and the handover is the chapter on them. Before it, Everyone who can brief an agent is a developer says why the word now includes you, even if you have never written a line of code and do not intend to read the ones the agent writes.
added ## What it is for
added The 2018 book had a chapter called Be a founder. What it meant was attitude: "act like one of the founders of the business" you work for. Imagine you were employee number four and cared deeply about the company. Ask what you would do differently, what needs to be done now that would make a big difference, what values you would fight for. Then ask the question the chapter ended on: "what is stopping you from doing just that?" It is still good advice, and the part of this book about getting a job keeps it as the then of a then-and-now. But in 2026 the advice is literal. You can be the founder.
added So this book has an objective, which the first edition did not. I said it to the team making the book in one sentence: "Our job is to empower the reader to create a startup by the end of the book." This is the book you give somebody who wants to start a GenAI company. If that is you, here is what it has to contain, for real: the company itself, how to create a limited company in the UK, the case for Lithuania, Portugal, because that is where I am from, and the European Union and what exists there for a founder; the cloud providers and the startup programmes that exist right now; and the first sale.
added Two honest clauses about that list. The chapters on the company are written from experience, mine and the people I work with, and they are not legal or tax advice. And the programmes and the credits change every year, so they live in the hands-on part at the end of the book, dated, to be renewed each year while the argument in the rest of the book stays put.
added The shape of the middle follows from the objective. Start the company is the centre of the book: be a founder, ship it and see if they miss it, price it and then give it away, sell, fund it or do not, and the company itself. The whole thing is about shipping now. As the newsroom's The question is whether they miss it puts it: "Not to plan, not to pitch, not to architect. Ship." You ship it, and it is painful. If you give it away and they do not miss it, you try again.
added Then Build it without a server: ship your startup serverless. No servers of yours with logic in them, no database of yours, the work done on the user's side. A founder with no servers has nothing to run at three in the morning and nothing to pay for when nobody is using it. SG/Send and sgit come in there, because they give you data privacy without a server that can read the data, and RiskMandate's techniques come in as the way to control the agents your company runs on. Each has its chapter, and the hands-on part ends with a product shipped that way in a weekend.
added ## The measure
added A book that is a book to read is fine. A book with an objective is a different thing: it can fail, and it can be measured. So I will say plainly how I measure this one: by how many companies have been created from it.
added That means asking you to tell us what you are doing, and building a community around the people who do. The last chapter, How this book was made, and what you made, says how. If you started a company because of something you read here, that is the first entry in the measure, and I would like to hear about it before I hear about anything else.
added For Dinis: the measure. How does a reader tell us about their company, and is the list public? The article keeps it as your question, and the last chapter needs the answer before it can do more than ask.
added For Dinis: is this the second edition of Generation Z Developers, or a new book that grew out of it? Decision 014 leaves it open. This chapter says "edition" throughout, and the publisher's brief waits on the same answer.
added That is who you are, as far as this book is concerned, and what I want you to have done by the last page. The next chapter says why, whichever of the two generations you belong to, you are lucky to be starting now.
changed ## 1. 2. You are lucky to be here
changed I discover things I can do. That is the sentence I keep coming back to when someone asks what it is like to work the way I work now. I discover workflows. I follow an idea, and I can execute it, often the same afternoon. The feeling is not relief, and it is not fear. It is closer to wonder, and now that you know who this book is for, I want it to be the first thing in this book, it, because it is the first thing I would want you to feel.
changed I know that is not what you hear. What If you are starting out, what you hear is that AI took the jobs before you got there. If you are my age, what you hear is that it is too late for you. I tried to read one of those the first kind of essays this month, in Business Insider, under the headline "I thought working in AI would put me ahead of the curve. Two years in, I've never felt more behind and tired of the topic." I could not get past the paywall, so I cannot tell you what it argued. In Europe in particular, I think young people are being fed a lot of fear about AI, and are not embracing it the way they should. That is my reading, not a measurement, and this edition still owes you a proper answer to it.
changed I have seen several in my own lifetime, each a revolution that changed whole industries. industries, and if you are my generation you have seen most of them too. The dates are the commonly recorded ones.
changed A couple of years ago I wondered whether we had missed the boat; it felt as if all the big things had been done. Now the pieces of the puzzle are landing again. This is the biggest opportunity of your career: career, whether that career is starting or is twenty years in: the moment when you can still be a player, before things stabilise, as they always do, until the next big thing.
removed My generation was privileged in a different way: we could build things. A computer was not something that just arrived; you could take it apart. You were handed technology to use, not technology to build. Now you can build again.
changed For a long time technology has not worked for you. Your generation If you are Generation Z, you in particular was were handed a technology stack designed to hook you, and to make you a passive user. There was some creating, but mostly you were a consumer, living in a world of advertising, attention and dopamine. I believe that will one day be treated the way tobacco is today; that is my belief, and the evidence is still being gathered. The 2018 book had a draft chapter on dopamine that already called phones' attention-grabbing activities "the new smoking".
added My generation was privileged in a different way: we could build things. A whole generation grew up programming, building computers, mixing parts. A computer was not something that just arrived; you could take it apart. And then, somewhere along the way, most of us stopped, and became users of software that other people made for our fields, and not very happy ones. One of you was handed technology to use, not technology to build; the other put the building down. Now you can both build again.
changed Then use the rest of the book the way Where do you land? describes: find your centre of gravity first, and read the chapters marked for it before the others. If you are here to start a company, know where you are heading: the centre of the book is the part called Start the company, and the hands-on part at the end is where you form it, price it and ship it. The chapters before them are the ground those stand on, so do not skip them. Connect the dots backwards is about how to learn, and its first lesson is that your path will only make sense looking back, so you do not have to see it now. You have to start.
changed That, in the end, is why the title says developer. Craftspeople made their own tools. In the past they did it out of necessity; now you can do it again, because the tools can be made to fit you, and because, as Everyone who can brief an agent is a developer argues, the bar has dropped. The person who has spent twenty years inside a problem is the craftsperson here, and the first tool they make may be the first version of their company. It is still your name on the work, and it is still your thinking. You think with the AI; you do not delegate your thinking to it.
changed ## 2. 3. Everything is connected: graphs
changed The detective's board is the easiest way in, and it is why I think your generation a reader of Generation Z will find this chapter easier than mine my generation did. In Follow the rabbit holes I said that people underestimate you: you the young: they are very good at connecting the dots, very good at finding things, very good detectives. That is my experience, from my family and the young people I have worked with, not a study. But it is what thinking in graphs is: tracing what an unfamiliar thing connects to, trusting a claim because of where it came from, asking what else breaks if this one fails. The graphs book has a line for anyone who thinks this sounds exotic: "you may already think in graphs without ever having called it that."
added If you are my age and twenty years inside a field, that line is for you too. You carry a graph of your field in your head, every rule and every exception and what each one touches; you have just never been asked to draw it, and this book will ask.
changed If you want to own code in production and answer for it, this is your chapter as much as the detective's board is. And if you are a founder whose agents wrote most of the product, it is yours too: this is how you read what they made at the altitude you need, the stories at the top, without pretending you have read every line.
changed Here is the thing about graphs that I most want you to take from this chapter, because it is about how you feel when you look at everything there is to learn. learn, or at everything a company needs before it exists.
changed ## 3. 4. Where do you land?
changed Take someone's first job job, or the first product of a company that does not exist yet, and draw what it depends on. Put the person at the top, with the thing they need to get done. Under that, the things that serve the need: the way they work, the tools, the models those tools call, the computers the models run on. Now order it twice. Down the page, from what the person sees every day to what they never see. Across the page, from the brand new and badly understood on the left to the everyday thing everyone takes for granted on the right.
changed Why do I care so much? In 2022 I gave a talk for the Open Security Summit on why Wardley maps changed how I think, and listed eleven shifts they caused in me. The eleventh was: "Wardley Maps gives me inner peace (allowed me to understand why things happen)". Once a thing is on a map, placed and connected, I stop carrying it in my head. The map also tells you what to build and what to buy, and whether a market exists at all: a commodity layer is a hard sell, and the custom building on top of it is where the market is. If you are about to start a company, that last sentence is the first thing the map does for you.
added And if you are the founder, you need both halves. The explorer in you builds to find out, and what the exploration produces is the brief for the version other people will rely on; the handover to the people who maintain it and own it is where a company starts to exist. Explorer coding, not vibe coding, and the handover takes both halves up.
changed This is a lens, not a label. A software vendor has spent thirty years trying to be all three for its users, and in Software vendors should become villagers and town planners I argued that users are now better explorers of their own needs than the company will ever be, so the company should let them explore on top and sell them the maintenance of what they build: "What stops me is not building it; it is maintaining it." The same handover, from the one who explores to the ones who maintain and own, is how a team works, how a career moves, and how a career moves. one-person company grows into one with a second person in it.
changed Work out your centre of gravity first, using the test above. Then read the chapters for everyone, and the chapters with your badge, before the others. An explorer will want the chapters on explorer coding and on building fast with agents early; a villager the ones on shipping shipping, on selling and on your own newsroom; a town planner the ones on controlling your agent, on the record, on serverless for real, and on reading code as a graph. Then come back for the rest; you will work with the other two every day. day, and if the company is yours, you will hire them.
changed The last part, dated 2026, is hands on: workflows you can set up this week. week, and the company you can form, price and ship this year. It will be renewed as the tools and the programmes change; the argument in the rest of the book should not need to be. Whether the book should one day be grouped by centre of gravity, rather than only marked, is a question I have not settled; for now, the badges carry it.
added If you have spent twenty years inside one of those jobs, you are no longer waiting for somebody to build the technology it never had. You can build the first version yourself, with agents, and the map tells you whether anyone else would buy it. If you are starting out, the same map tells you which of those jobs is still waiting for someone to try.
changed ## 4. 5. Connect the dots backwards
changed If you are coming to this from somewhere else, from running a team or team, from a job that never involved code, or from twenty years in a field whose software you are about to build yourself, that sentence is for you. You cannot see where this goes from here. Nobody can. So you have to trust that the dots will connect, and trust your gut.
added I have a small dot of my own from this year. I took SG/Send, a file-sending service where the server holds nothing, to market end to end: a checkout live on 1 March, ten paying customers the next day, and by 5 March a brief saying "Users buy credits, test once, and don't come back." That is where I learnt Stripe, pricing and everything else a real product needs, so by the newsroom I already knew how; and the same technology is in use now because the newsroom, RiskMandate and the vaults need it. In From Send to sgit I called it "a good example of how exploring something early pays off later, in a way nobody plans." Explorers find things early; the use case decides when they matter.
changed For Dinis: your own dots, connected backwards. The article asks which three make the best story; this SG/Send above, and The Cyber Boardroom and MyFeeds below, are three candidates. Are they the ones, or is where they go. the story elsewhere?
changed If you have spent years doing something other than programming, that is not a gap in your CV. It is the discipline you are about to intersect. The 2018 chapter on learning said that "being a better musician, artist, athlete, car mechanic or philosopher will make you a better developer", and that is truer now, because the wall of syntax and setup has come down, and what is left is knowing what to build and for whom. That is what you bring. bring, and for a founder it is the advantage.
changed It is still your responsibility. It is still your name; the work is still done under you. you, and if the company is yours, so is everything the agents build in it. This is not you delegating your thinking to generative AI; it is you thinking with it. I do it when I write: I ask the agent helping me with this book to double-check my quotes, to make sure what I am saying is coherent, and to find the evidence behind every statement. The name of the author of A Mathematician's Lament, which I remembered wrongly in the memo behind this chapter, was corrected that way.
added ## The thinking is never wasted
added For a founder, connecting the dots backwards has a practical form: a pivot leaves assets, if you did the work in the open. Two of mine, summarised from memory; the proofs of concept are not all published.
added The Cyber Boardroom was a GenAI platform to help boards with cyber security, with an advisor called Athena. It taught me what personas, and output shaped to the person reading it, are worth; there is a direct line from it to the personas in RiskMandate and the newsroom today. What it needed and did not have was somewhere to keep the data: nobody wants confidential board material in an environment somebody else runs. Ironically, what it needed is what I eventually built as sgit. It was open source, so I could pivot, into MyFeeds: semantic graphs of the news, personalised all the way to the reader. That is when I realised that language models were how graphs could scale. I built a good proof of concept, took it to the industry, and there was silence: it needed micropayments, paying for the graph and paying the people who write, and the industry was not there. So I paused it.
added What stayed was the thinking. The pieces I wrote in 2025, on monetising trust, on fact provenance and on micro and nano payments, are the foundations the newsroom now stands on, and I can now go back to the publishers with an end-to-end example, all running, all open source. If it does not land in 2026, I will try again in 2027. As I put it in Not a straight line: "Because it was open and written down, it was there when the moment came."
added That is the founder's version of the calligraphy class. You cannot know which experiment will pay. You can make sure that when one pauses, what it taught you is written down where you, and other people, can find it.
changed The frame the rest of the book hangs on. What generative AI is and is not, what happens between your prompt and the answer, why the word developer now means anyone who can brief an agent, and the kind founder's way of building this book is mostly about: building: explore first, call it what it is, then hand it over.
changed ## 5. 6. What generative AI is
changed I was right about the five years and wrong about where to look. What arrived was not the AI I was describing. So before this book says anything else about what you can do, or what you can build a company on, I want to be exact about what it is talking about.
changed In a talk I gave in Lisbon in June 2024 I said hallucinations "Are a FEATURE when creating content and when we want creativity, But are a BUG and PROBLEM when we want facts, evident and trust". I still think so. If you want a story, you want the model to wander across those connections. If you want a fact, you want it held to the ones you gave it. Most of the trouble people have comes from asking for the second while set up for the first. If what you build for your customers needs facts, build for the second from the first day.
removed For Dinis: is Gen Alpha a reader of this edition, or of the next one? The other half of the name question, still for the title interview.
added Most of what this book says should say generative AI, not AI. The name of the edition says so too. For a while this edition was described as the AI edition; I preferred GenAI, because there is a play in it: Gen Z, Gen AI. Then the readers became two generations, Z and X, and the play got better: Gen ZX, which goes back to my first computer, and which Gen ZX: who this book is for, and what it is for explains. So the title is Generation ZX Developers (GenAI Startup Edition).
changed Most of what this book says should say generative AI, not AI. For a while this edition was described as the AI edition; I decided, while the first draft of it was being written, that it is the GenAI Edition, because there is a play in it: Gen Z, Gen AI. And after After Gen Z comes Gen Alpha. Mark McCrindle, who named them, puts them as born from 2010 to 2024, so the oldest are sixteen in 2026, and after them Gen Beta, from 2025. The boundaries are not official; no body sets them. The two generations in the title are who the book is written for first, not who may read it. If you are sixteen and reading this and you are sixteen, the book is for you too. this, read on.
changed ## 6. 7. Lenses, roles and loops
changed What generative AI is explained what a language model is. This chapter is about what happens when you use one, from a single prompt to an agent that runs for hours. It is very important to understand this workflow, because once you understand it you see that it is not magic. And that is why you want this level of understanding: so that you can be the one who defines the constraints and how it works. Whether you are leaving university or leaving twenty-five years of a profession to start a company, this is the chapter to understand before you build anything on these tools.
changed The role description is the lens: who you are, what you care about, what you refuse, how you work. Every role on the site has a role.md that says exactly that. In the newsroom, in How I work with Claude, I put it this way: an agent is a session with a particular focus, and in practice it is three things: a few documents that explain the project, a role.md for this agent, and a session that reads those before it does anything, named for the role. That is enough to start. The same model sits behind every role; what changes is the description and the question. If your company's first team is a set of agents, this is what each of them is, and Controlling your agent: RiskMandate is about what each of them is allowed to do.
changed The point that matters most is this: the model never runs a tool. It writes a structured request, a tool name and its arguments. The program around it, often called the harness, decides whether to run it, runs it, and adds the result to the conversation. That is where the control lives, and it is why Controlling your agent, and security for the agent era agent: RiskMandate puts the rules there and not in the model's good intentions.
changed ## 7. 8. Everyone who can brief an agent is a developer
changed I was right about the direction and wrong about the door. In 2018 the way in was Git, version control, spreadsheets, automation, even Slack. I was giving advice, and the bar of entry was very high. Now it is very low. If you run a team, a ward, a shop or a department, and you have never written a line of code, this chapter is for you, because the you. So is it if you have spent twenty years inside a profession and are about to start a company on what you know. The definition of developer has widened and you are already inside it.
changed Now those same people can build full applications, with a real interface, real data and real logic. At a conference someone called them "citizen developers", with the tone people use for a problem: employees outside IT building things IT will have to clean up. I think it is one of the best things to happen to software in a long time. And it is not only citizens. It is the employee developer, the business owner developer, the expert in a domain that technology has served badly for decades, building the thing they actually need. That last one is the founder this book is for: the person who has spent twenty years inside a problem and can now build the first version of the answer themselves, with agents, instead of explaining it to a team they could never afford. As the newsroom put it in The expert founders, "Execution just got cheap." The citizen developer is the spreadsheet grown up.
changed That is why this edition kept the word developer in its title. When I planned it, I asked whether it should be Generation Z Developers or Generation AI Developers or Generation Z professionals. I like the word developer, and I think it is more right now than in 2018, because this generation all have to be developers: they all have to create. Then the readers became two generations. The entrepreneurs I see starting companies are mostly from my own generation, Generation X, the subject-matter experts, often the parents of the Generation Z readers I started with. They are developers too: they are coding, with agents. Together they are Generation ZX, which Gen ZX: who this book is for, and what it is for explains. The oldest of them the Z half were 22 when I wrote the first edition, and are 30 now. It is not only for them. Anyone who can brief an agent to build something is a developer, and developer: the graduate, the manager who has never coded but knows exactly what her team needs needs, and the expert of twenty-five years who knows exactly what the product should do and has been telling vendors so for a decade. The last two have the hard half of the skill already.
changed A working application built by the person who needs it is the best brief ever written. It says exactly what the user wants, what they do first, what they never use, and what matters to them, without anyone having to guess. But that is also where the mistake people make is: treating the brief as if it were already a product. A working app is not yet maintained, secured, documented, tested, versioned or able to scale. Those are the non-functional requirements, and the explorer who built it never had to think about them. Security, reliability, observability, cost, documentation, support: this is the work of the villagers and town planners, and Explorer coding, not vibe coding, and the handover is about getting it to them.
changed So here is what you cannot do if briefing is all you do. You cannot tell whether the thing you were handed is safe for other people to rely on, because you cannot read the record it left. You cannot tell a working prototype from a maintained tool, and the two look identical on the screen. And you cannot check the agent's work against anything but its own account of it. For a manager, that gap is a risk to the team. For a founder, it is a risk to the product and to the customers' data, from the first customer onwards. Most of what follows in this book, from Facts, evidence and the record to Controlling your agent, and security for the agent era, agent: RiskMandate, exists to close that gap, not by teaching you to code, but by teaching you to ask for the evidence and read it.
changed For Dinis: the article plans "what the question of what the briefing-only developer cannot do" do as interview question 6, and the material gives only the non-functional requirements list. Your own answer, with one example of a brief that was not enough, belongs here.
removed The first edition had an outline called REPL, which I never wrote up. The bullets said: explain the concept, Read Execute Print Loop; say how my own O2 Platform did it well; and note that the idea was "still not very well understood and used". A REPL is the oldest fast feedback loop in programming. You type a line, it runs, you see the result, you type the next line. I thought it was a concept for programmers. It turns out to be the thing that explains what everyone is doing now.
removed I have never liked it, and I think the word is doing harm. It sounds as if people are just typing, going with a feeling. It is a little demeaning to the people doing it, and it hides what is happening. I am not alone in this: Andrew Ng said in May 2025 that "It's unfortunate that that's called vibe coding", and that coding with AI is "a deeply intellectual exercise".
removed So I would like to propose a better name: explorer coding. I considered spreadsheet coding, because of where this comes from, and brief coding, because of what it produces. But if you think in Wardley maps, as Where do you land? asked you to, the right word is already there. Explorers, in Simon Wardley's words, "explore never-before-discovered concepts, the uncharted land"; "They show you wonder but they fail a lot." That is exactly what someone does when they build the tool they need with an agent. The nearest existing term is exploratory programming, programming while the requirements are still being discovered.
removed For Dinis: the newsroom calls explorer coding a proposal, and the ideas register still has it as a candidate. Is it the book's word, used throughout, or does the book say "what people call vibe coding" and explain it once?
removed ## The best thing since the spreadsheet
removed That is why I think it is the best thing to happen to software since the spreadsheet. I was talking to someone who works in HR, and once we started to explore what her team will be doing, the apps, the customisations and the workflows they will build, and the agents they will have to manage, her answer was that it was amazing, and when could she start. One conversation, not a survey.
removed I can give you my own example. The browsers on my phone had frustrated me for years: the wrong page, reloads, no offline mode, no memory of where I was. I lived with it, like everyone. Then, after weeks of building with agents, writing my own browser for one site stopped sounding unreasonable, and I wrote the brief for it. What changed was not the browsers. It was me. Patience for bad interfaces wears thin when you can do something about them, and frustration plus the power to build is where explorer coding starts.
changed ## 8. 9. Explorer coding, not vibe coding, and the handover
added If you have spent twenty years inside a problem, you have described the software you needed more than once: to a vendor, who sold you the product that did most of it; to a spreadsheet, when nobody else would listen. You were always the person who knew what the tool should do. What you never had was a way to build it yourself. Now you describe it to an agent, and it appears.
added People call that vibe coding. This chapter says why I do not, and what comes after it. The entrepreneurs this book is for are developers: they are coding, with agents, and the way they do it has two halves, the exploring and the handover. A founder needs both.
changed ## Why not From vibe coding to explorer coding
changed The phrase people use is vibe coding. It is Andrej Karpathy's, from a post in February 2025: "There's a new kind of coding I call 'vibe coding', where you fully give in to the vibes, embrace exponentials, and forget that the code even exists." He was describing throwaway weekend projects.
added I think the word is doing harm. It sounds as if people are just typing, going with a feeling. It hides what is happening. Andrew Ng said in May 2025 that coding with AI is "a deeply intellectual exercise".
added What the word actually describes is people writing very good briefs. Everybody was already vibe coding, just very slowly: the loop from I want this to here it is was weeks or months. The brief was fine. The execution was the bottleneck. Now the loop is minutes, and a thing that was always true becomes visible: very few products let you strip out the 90% you do not want and keep the 10% you do. That 10% is exactly what you can now build.
added So I would like to propose a better name: explorer coding. The word is already in Wardley maps, which Where do you land? introduced. Explorers, in Simon Wardley's words, "explore never-before-discovered concepts, the uncharted land"; "They show you wonder but they fail a lot." What people call vibe coding is exploration, and the word should say so.
added ## The founder's way of building
added The first edition had an outline called REPL, Read Execute Print Loop, the oldest fast feedback loop in programming: type a line, see the result, type the next. One bullet said the idea was "still not very well understood and used". I thought it was for programmers; it explains what everyone is doing now.
changed People have always built software with whatever they controlled, and for most of them it was a spreadsheet. Spreadsheets won because of the feedback loop: change a cell and see the result, a read-evaluate-print loop for people who would never call it that. Everybody was already exploring; it was just very slow, because anything beyond a spreadsheet meant writing a document and waiting for someone else to build it. What has changed is that Now the loop is now fast for anything: an app, a workflow, a customisation of a product, a change anything. It is the best thing to happen to software since the interface of a single moment. spreadsheet.
added My own example is small. The browsers on my phone had frustrated me for years. Then, after weeks of building with agents, writing my own browser for one site stopped sounding unreasonable, and I wrote the brief. What changed was not the browsers. It was me. Frustration plus the power to build is where explorer coding starts; for a founder the frustration is older and the stakes higher.
changed Explorer coding is not a way to ship. It is a way to find out. And what What explorers produce is the best brief there is: a working app says what its user wants better than any document, because it runs. That is the first half. The second half begins when somebody else wants it.
removed This is the part the new word makes easier to say. An explorer-coded app may look like an application and feel like an application, but it is a brief. Nobody has read the code. Nobody has validated the architecture. It does not meet any internal standard, and it is not ready to be in line: in the path of work that other people depend on.
removed The trap is that dependence comes quickly. Once something gets used, it is mission critical, even for one person, if it replaced how they work. From then on it has to be maintained, checked and kept working, and new versions cannot break it.
removed The first edition had an outline for this too, called Legacy Applications. One bullet said: "The code you are writing today will be legacy tomorrow." Explorer code becomes legacy the moment someone relies on it, and the outline's list of what makes legacy work attractive reads now like a description of the villager's job: "no new features", "very low expectations of changes", "changes are supposed to be hard", "lots of low-hanging-fruit for refactoring".
added An explorer-coded app may look like an application and feel like an application, but it is a brief. Nobody has read the code. Nobody has validated the architecture. It is not ready to be in line: in the path of work that other people depend on.
added The trap is that dependence comes quickly. Once something gets used, it is mission critical, even for one person, if it replaced how they work. For a founder, that person is your first customer. The first edition's outline Legacy Applications had the bullet "The code you are writing today will be legacy tomorrow." Explorer code becomes legacy the moment someone relies on it.
added The direction is set by where the code sits on the map. The further towards commodity, the fewer agents in line, and the more deterministic the code. I have argued it in the newsroom for code review: "A model has no place in line on a mission-critical path." The thing that runs your customer's work should not have a model in line.
removed I agree with almost all of it, and I would change two things. First, I would not start from the mess. The prototype is not a mess. It is the most precise requirement the company has ever had. The mistake is to put it in line before anyone has done the work that makes software dependable.
removed ## What a handover looks like
removed I can show you one, because the newsroom went through it. Its first version had a crazy amount of features, a meter that charges by how far you read among them, and it was live and taking money. It was also, like most explorer projects, bundled in the middle of something much bigger: the application that bills sat in the same repository as 74 articles and their images.
removed Measured on 11 October 2026, the live reader code was about 2,700 lines. The tests that covered it were 433 lines, and the one workflow never ran them. The same code had two upstreams. No page had a Content-Security-Policy. None of that is a criticism of the explorer work; it is what explorer code looks like, and it is why it was fast. But a mistake in the meter was now a mistake with someone's money.
removed So the brief was to go slow to go fast, in six phases, with no behaviour change until the fifth. Map every file and every control. Move the code to its own repository as a pure refactoring, "the same behaviour and the same bugs", proved by hashing every file the live site serves before and after. Write tests, with every known bug recorded as a test that passes, so the fix later is a visible change. Review, with every finding an issue. Refactor until no change to what a reader sees or pays can slip through. And only then: the explorer returns.
removed The rule underneath it: explorer code is read for intent, mostly by agents; villager code is read line by line, because that is where the blast radius lives; town planner code is read by deterministic checks. The further towards commodity, the fewer agents in line, and the more deterministic code.
changed In October 2026 Harvard Business Review published an article on turning vibe-coded prototypes into tools a company can use. Its argument, as its public summary and one author's post put it: generative AI has made building software feel almost free, so argument: the prototype is the easy part, and turning it into a tool people rely on every day is the hard part, which they call the deployment gap. The post's opening line was: One author's post opened: "'Build or buy in the age of AI?' Wrong question. The real one is: 'Who will fix your mess?'" I have read the summary and the post, not the full article, which is behind a paywall. paywalled article.
added I agree with almost all of it, and would change two things. First, I would not start from the mess. The prototype is not a mess. It is the most precise requirement the company has ever had: a brief that runs. The mistake is to confuse the brief with a product. People never bought software as a service for the features; they bought it because the thing is maintained. Every non-functional requirement the vendor paid for now lands on an application a non-engineer built in an afternoon, and that person does not want to maintain it. They want to build it and hand it over.
changed Second, the gap is not a place to stop. It is a handover between people with different skills. Explorers are good at finding find what is needed. Villagers are good at making make it reliable: tests, data handling, releases that do not break it, and now behaviour policies for the agents that work on it. Town planners are good at running run it at scale, scale and they own it in production. The article's own warning story, a European bank that piloted a Swiss startup's tool, built its own prototype instead, and went back to the startup a year later, is not a story of a weak team. An explorer team was asked to be villagers and town planners as well, on a regulated, data-heavy, daily-use tool, and those are different jobs. tool the startup had already hardened for many clients.
added For a founder this is good news. The future it points at is village and town-planner companies, which take the finished brief and run it, paid by consumption and by the fact that it keeps working, not by the seat. With agents, the handover itself becomes a file move plus a version bump, logged and reviewable. Some of the companies I hope this book starts will be those.
added ## Make the agents leave a record
added The line I most want to answer: "the AI designs the architecture, not your team. So nobody in-house knows how the tool is built." That is true of most agent-built software today. It does not have to be.
added If the agents work under a written mandate, keep their memory in a versioned store the company owns, and describe what they built as a graph, the architecture is a record the next team can read, not a mystery. Someone built one on my tools: Mondweep Chakravorty's run of SGit with Ruflo was built with agents, but with its versions pinned, sixteen tests, a folder of evidence, a written behaviour policy, and a README that says plainly what it does not do yet. The record is a proposal, not a standard: my sites run it, and few organisations do yet. I have a stake: my companies sell this kind of record. For your company, it is the difference between a product you own and one only an agent session understood.
added ## The bonus test is accountability
added The post also offered a test for a chief executive: would your team accept a bonus tied to how this tool performs in production? It has a name in the Wardley frame. It is the moment the town planners take the code and answer for it. If nobody will put their name, or their bonus, on a tool in production, it is not ready to be in line, whoever wrote it.
changed The post also offered a test: would your team accept a bonus tied to how this tool performs in production? I like it, because it has a name in the Wardley frame: it is the moment the town planners take the code and answer for it. More of the industry already says so: the so. The Linux kernel's rules for AI coding assistants say "AI agents MUST NOT add Signed-off-by tags" and "Only humans can legally certify the Developer Certificate of Origin", and Origin". Fedora's proposed policy says "The contributor is always the author and is fully accountable for their contributions." We cannot make an explorer accountable for code they never read. We can make the team the work is handed to accountable, and the town planners above all. And "who will fix your mess?" should never have one answer: if the code In a company of one, that team is open, anyone can. you.
added ## No new features while you move
added The newsroom went through a handover. Its first version had a crazy amount of features, including a meter that charges by how far you read, and it was live and taking money. Measured on 11 October 2026, the live reader code was about 2,700 lines and the tests 433, which the one workflow never ran. That is explorer code, and a mistake in the meter was now a mistake with someone's money. So the brief was to go slow to go fast, in six phases, with no behaviour change until the fifth: map everything; move the code to its own repository as a pure refactoring, "the same behaviour and the same bugs", proved by hashing every file the live site serves before and after; write tests, with every known bug recorded as a test that passes; review; refactor; and only then, the explorer returns.
added The rule underneath it holds for any handover, and I repeated it at a digital sovereignty event about moving between clouds. A migration is a pure villager move: take something that works and make it boring, reliable and cheap, without changing what it does. You cannot add new features. It is tempting, and it is the moment everything derails, because now the migration is also a product change, and nobody can tell which of the two broke what. The argument that the move is what will allow the features is right; it is also exactly why the two must not be mixed. Move first, with the code unmodified. Then add the features.
added ## An explorer version of every product
added The name also suggests a commercial model, and if you are about to build a product, I would build it in. Products need an explorer version: users talk to the product with a model, reshape it, move things around and keep their own version; the product is treated as primitives. When a user has something they want to keep, they submit it, and that submission is the brief. They pay to convert it into a villager product, maintained across releases, and, if it matters enough, into a town planner product, built properly or kept as a maintained fork. Each step is a revenue stream, and each submission tells you exactly what your users want. This is a proposal: I know of no vendor selling it yet.
removed Even power users want that handover. When my browser for one works, it will be part of my day, and I will not want to maintain it. Not because I cannot; because it is not my focus. Being able to compile a Linux kernel does not mean I want to compile Linux kernels. I would rather hand it to someone and pay a couple of pounds a month for them to keep it working. The explorer builds the brief. The villager keeps it alive. Knowing which one you are, on which day, is most of the skill.
changed The handover is where the people who make things last take over, and their craft has a canon. Design, in the sense that design is how it works and not decoration, became a mandatory step in how my agents build interfaces: every change has to be simpler, and reverting it should feel worse. The wider design canon says every element must earn its place, which applies to an API or a command line as much as to a screen. And place. Christopher Alexander's A Pattern Language, from 1977, is where software design patterns came from; its lesson for the town planner is that code is a space people inhabit. The villager's second version has to be designed; the town planner has to live in the code. This book names that canon where the villager's chapters need it.
changed The first edition had a third outline here, Refactoring: what it is, and how to apply it to your life. Refactoring is the villager's verb: changing the structure of a thing without changing what it does, with a test to prove it. Applied to your life, it is the same move. Build a company: build fast to find out what you want. Then, your customers want, then, before you they depend on it, slow down and make it something you they can rely on.
added Even power users want that handover. When my browser for one works, I will not want to maintain it: not because I cannot, because it is not my focus. I would rather pay someone a couple of pounds a month to keep it working. The explorer builds the brief. The villager keeps it alive. A founder is the first, has to arrange for the second, and knowing which one you are on which day is most of the skill.
added For Dinis: in a company of one, is the villager someone you hire, a village company you pay by consumption, or you on alternate days? Your answer belongs at the end of this chapter.
added For Dinis: the chapter says you read HBR's public summary and Olivier Laplace's post, not the full article. If that has changed since 17 October, the sentence should change with it.
changed # Part: Getting the job job, or making it
changed The part the first edition called your CV, rewritten for 2026. 2026, for the reader going into a job. You are hired for a workflow now, not a language; the way to show it is to act as the job you want before anyone gives it to you; and the place to show it is a newsroom of your own. In 2018 I said act like a founder. Now you can be one, and the next parts say how.
changed ## 9. 10. Hired for the workflow
added This part is called Getting the job, or making it, and the "or" is deliberate. Its three chapters are written for the reader going into a job, because that is still where most people start. The same advantage is the one a founder needs, and Start the company takes that up. Read these chapters as a job seeker, then read them again as the person who will one day be on the other side of the table, hiring, or selling.
added I hear it from both generations this book is for. The final-year student who has lived online since childhood says it, because nobody ever called what she does technical. And the person who has run a pharmacy, a clinic or a legal practice for twenty-five years says it, while running every system in the building. Both are wrong in the same way. The student has every technique but the newest. The expert has every technique but the newest, and twenty-five years of knowing a problem on top, which, as Be a founder: the expert founders argues, is the thing that is now worth the most, because execution just got cheap.
changed The data points the same way, and I will give it to you with its limits. In Microsoft and LinkedIn's 2024 Work Trend Index, 66% of leaders said they would not hire someone without AI skills, and 71% said they would rather hire a less experienced candidate with AI skills than a more experienced candidate without them. In the same study, only 39% of people using AI at work had received training from their company. The skill is mostly self-taught, which means anyone can start. PwC's 2026 Global AI Jobs Barometer, built from more than a billion job adverts in 27 countries, put the wage premium for AI skills at 62%, up from 57%, and found jobs asking for AI skills growing about eight times as fast as the job market as a whole. Those are adverts, not hires. Gartner predicted that 40% of enterprise applications would carry task-specific agents by 2026, up from less than 5% in 2025, and two months earlier that over 40% of agentic AI projects would be cancelled by the end of 2027, for cost, unclear value or weak risk controls. Both are forecasts, and both can be true. Together they say where the bottleneck is: not the models, but people who can make agents do useful work, safely. That is the person a company wants to hire. It is also the person who no longer needs to be hired to build the first version of something.
added The move does not change when the person across the table is a customer rather than a hiring manager. A founder's first sale is the same conversation: two suppliers look roughly equal, and the one who arrives with an analysis of the customer's problem, and something they have not seen, starts from strength. Sell says more about that.
changed - Use it in your next application. One analysis, one figure, one thing they have not seen. Or in your first sales call; the material is the same.
changed ## 10. 11. Act as the job you want
changed And a few lines later: "What's interesting is that there is nothing stopping you from doing this!" That was true in 2018 and it is more true now. In 2018, acting like part of the company meant pull requests on their open source and conversations with their developers, which is still a good route if you write code. What has changed is that the tools to do real work for a company, before they have hired you, are now in everyone's hands, whatever the job. The product brief, the market analysis, the release plan, the event page, the migration runbook: an agent and an afternoon get you a first version of any of them, and Hired for the workflow said why that is the skill companies are hiring for.
added ## Act like a founder, then; be one, now
added The first edition had a short chapter next to that one called Be a founder, and it is the then-and-now of this whole part. What it meant by founder was an attitude. "The single thing that you personally control when you go to work, is your attitude to your work and how you approach it", it began, and its idea was that you should "act like one of the founders of the business". Ask yourself, as a founder of the company or department you are in now: how would I behave every day? What needs to be done now that would make a big difference? What would I do differently? What values and principles would I fight for? And then the question that mattered: what is stopping you from doing just that? Who is telling you "Don't do it"? The chapter's answer was "At the moment it is just you!"
added That is why the advice above works: managing a release for a startup you do not work for is behaving like one of its founders, and, as the 2018 chapter said, the more you behave like a founder the more valuable you become.
added But in 2026 the advice is literal. You can be the founder. The afternoon with an agent that gets you a first version of a product brief for someone else's company gets you a first version of your own. That is why this part is called Getting the job, or making it, and why Be a founder: the expert founders, in Start the company, takes the 2018 title and finishes the sentence. If you are reading this as the parent rather than the graduate, with twenty years inside a field, the job you want may be one nobody is advertising, and acting as it means starting it. The rest of this chapter applies to you too: work in public finds first customers the way it finds first jobs.
changed What I can say without the memo is what every piece of this chapter already says. Whatever shape the interview takes, the person on the other side has one question, why should I hire you, and the best answer to it is a link to the job you have already been doing. If the job you want is a company of your own, the question is the customer's and the answer is the same link.
changed ## 11. 12. Publish, publish, publish: your own newsroom
changed So here is my hypothesis, untested until a first book proves it: a book is a curated, ordered set of finished articles, plus the editorial thread that connects them. The thread is my part: choosing, connecting, adding the nugget. This edition is one test of it, and How this book was made, and what you made says how it went.
added The founders I most want to see succeed are the authentic ones, who come from the field they are building for. Their brand is themselves, and it needs a medium that keeps their story. I wrote the recipe below for them; it works just as well when the company, for now, is you.
changed Two honest limits. The writing pipeline is a pattern to copy, not yet a kit. And a rule in a prompt is a hope: only the rules a hook or the build keeps are enforced, so mark which is which. A site like this is also pure client side, the way Serverless, for real asks your product to be.
changed Each part of an email buys the next. The subject, a few seconds of attention, buys the first line. The first line buys the paragraph. The first paragraph buys the decision to read the email, and the email buys the article. Nothing further down gets read if something higher up did not earn it. Most mail clients show a preview of about 140 characters next to the subject, so the first sentence is in practice part of the subject line. The 2018 book had a note on Amazon's habit of writing the press release first, with the definition of success in it. It is the same discipline: the first line has to carry the whole thing, for a page, a pull request or a CV.
added ## Your newsroom is your demo, and your CRM
added My company sells behaviour policies and licences to operate for agents. The hardest part of selling them is showing them in action, because the examples are customer work and cannot be shared. The ecosystem around the newsroom, its agents, their behaviour policy, the status report every few answers, the leak scan before every commit, the releases with their logs, is the best public example I have of a policy running under real load every day.
added And a very effective newsroom is, underneath, a very effective CRM and publishing workflow: agents that follow up people and threads, draft, publish and keep a record. The company had reasons to follow people up, but not at volumes that would push the workflow to mature; its traction is something I describe rather than measure. The newsroom had readers every day, and readers mature a workflow. The rule runs through this book: always follow the users, even when the user is you, and follow the feedback loops. A problem solved before anybody needs it is solved in the abstract, and that is where complexity creeps in.
added So your newsroom is not a side project. It is the demo of how you work, the record a customer or a hiring manager can check, and the first version of the machinery that will follow up your first ten customers.
changed People assume there There is a no setting that makes an agent write in my voice. There is not. The voice comes from four inputs, and if you take any one away it stops working.
changed For you this is good news. The corpus can start today, at one article. The rules file starts at one line, the first thing the agent gets wrong. The 2018 outline on blogs said the hard part is the first fifty posts. It also said posts, and to write for your future self, and self; the corpus is exactly that.
changed How to work with the colleague that takes everything literally. literally, whether it works for your employer or for your company. Where the agent runs and what it can reach, the brief as the unit of work, the mistakes that become rules, and why one focused session per job beats one long chat.
changed ## 12. 13. Your first workspace
changed If you have run a team, a project or a department, you have a spreadsheet like it. If you are starting a company, you are about to make one: the list of the first people you will sell to, which Your first price and your first ten customers asks you to write. This chapter is about the afternoon that turns it into your first workspace, with an agent working inside it, using nothing more than a Google Workspace account and a Claude seat. No developer, no new tool, no code. It is the practical chapter I promised in Short, punchy, and co-written with Claude, for the people I will send this book to who do not yet work the way I do. The 2018 book had a draft called Automate your workflows that never got past its bullets; one of them tied the topic to "thinking in graphs" and to moving away from spreadsheets. It took a different kind of software for me to write it up.
changed The difference between a spreadsheet and a workspace is not the tool. It is what counts as the record. In a spreadsheet the record is the row, and the row is a summary you typed. In a folder the record is everything that happened, kept as it happened, and the summary is derived from it. That reversal is what gives an agent something to work with. For a company, it is also where the company's memory of each customer begins, in a place that is not one founder's head.
changed Draft, never send is the rule that never changes. It is why the agentic email workflow I run is the first one that made me feel more in control, not less: every reply lands in Drafts, I read it, change what I want changed, and press send. When the day comes to let an agent send, it will be one agent, one kind of message, with a policy row that says so. If the agent is writing to your first customers, that day is further away than you think, and the drafts are where you learn what you would and would not have said.
changed The fourth is the one that changes the habit, because the record is now kept at the moment the thing happens. The fifth is the one a founder will use most: X is whatever you are about to ship.
changed For Dinis: the beginner's checklist of accounts and what they cost (the Workspace seat, the Claude plan, the agent's own mailbox) is still a gap in the material; the only figure the articles give is "a few pounds a month" for a Workspace mailbox. The hands-on chapter Form your company will need the same list.
changed Give the agent a mailbox of its own. When you want it to handle mail rather than read yours, buy it a Workspace seat on a domain you own and a Claude seat of its own, and connect Gmail and Drive from that account, not yours. If you have a company, the domain is the company's, and the mailbox is the company's first address that is not a person. Your inbox has years of secrets in it. The agent's is empty on day one, so what it can leak is nothing, and what it can reach is exactly what you forward to it. That isolation is not a limitation. It is what lets you give the agent more as you learn to trust it.
changed People ask me most weeks why I do not run a model on my Mac. The reason is not the models. It is a fact about operating systems: they have two hard walls, the kernel and the user account, and inside the user account there is no third wall. A process you start runs as you. The file system does not know the difference between you opening your SSH key and a process you started opening it. An agent on your laptop can read everything you can read: your cloud credentials, the password manager while it is unlocked, every site your browser is signed into. When the company is you and a laptop, that laptop holds the company's whole reach.
changed In 2018 I wrote that Slack was "a massive agent for change" because it put humans, bots, servers and events in one asynchronous place, and I asked whether you were going to take an active role in making it work for an organisation. The question is the same now, with an agent in the room. room, and the organisation may be the one you are starting. The first task in the 2018 book was to write a blog post about your experiments. Write the one about this afternoon.
changed ## 13. 14. How to work with agents
changed In 2018 I wrote a chapter that began "We need to talk about your IDE!" The IDE, I said, is like a car in a race that you are the driver of, and the more time you spend looking after it, the better a programmer you will be. I still think that. But the thing to look after has moved. The editor is now one channel among several. What decides the quality of the work is the session, the brief you hand it, and the rules it runs under. This chapter is about those three, after about a year of working with agents every day. If you are starting a company, this is how it works before there is anyone to hire; if you hire people, read it as a description of what to look for: for, because the habits below leave evidence.
changed It sounds grander than it is. An agent is a session with a particular focus: a few documents that explain the project, what it is, where it is going, what has been decided; a role.md for this agent, with what it may do, what it must not do, and where it writes; and a session that reads those before it does anything, and is named for the role. My sessions are named for the project and the work, "sgit.ai | website development", and agent sessions get an @ in front of the role: @briefs, @inbox, @librarian. That is enough to start.
changed The last piece is a daily brief. I work on many threads at once and follow tangents, so I lose threads; one day I could not remember which cloud session had built something. threads. The answer is an agent, the Librarian, that reads everything that happened yesterday across every repository and writes one page before I start: what needs me, what happened, the agents' debriefs, the threads worth picking up, and at most three suggestions for where to put my attention today. It reads everything and writes only its own folder. It flags; others fix.
changed A good brief says four things: what is asked, what exists, what remains, and what done looks like. A session can start from that paragraph alone. And an article is something I can read. I can correct it, argue with it, or say "yes, that", before any work starts. A list of tasks does not invite that; an argument does. The 2018 draft Design had a line I never expanded, about not having time to write a short letter and so sending a long one. The brief is the short letter. It costs more, and it is where the thinking happens.
added ## The briefs and the merges
added The record of one company shows what a founder's work looks like, because the product that became sgit was built in public repositories and I asked an agent to count. SG/Send went live on 13 February 2026, five days after its first commit, and the way of working was written down the same day: voice memos become briefs, "briefs flow down, debriefs flow up, and a clear folder structure makes everything findable." By 14 February there were explorers and villagers, with a note that "We are NOT creating the Town Planners team yet."
added Eight months later the record says who wrote what. Of the 1,671 commits under my name on the SG/Send app, 1,298 are merges of the agents' branches, and most of the rest are brief files. The agents wrote the code; I wrote the briefs, read the debriefs, and merged. The agents' own share of the app's commits rose from 38% in February 2026 to over 85% from September. The counts are from the git logs of all branches on 15 October 2026, and they include automation: release tags and some commits are made by CI. That is the founder's job in this way of working: not the code, the briefs and the merges.
added The same briefs recorded something else, by 5 March: "Users buy credits, test once, and don't come back." The technology worked; the use case was not there yet. A record tells you that early; Ship it, and see if they miss it is about what to do with it.
changed In one session, of 98 messages from me since its last summary, one correction in two days was about a word. The rest were about content and direction. A language correction is made once and then enforced; a content correction is new thinking every time. When the corrections move from language to content, the voice is working. That is the measure, and it is the one I would ask a candidate to show me: not that they use agents, but what their rules file looks like, how short it is, and which incident each line came from. If you are the founder, ask it of your own company's agents before anyone else does.
changed The scarce skill. When the making is cheap, direction and judgement are what you are paid for: for, and what a founder lives or dies by: which doors can be reopened, who answers for a decision an agent made, and the chapter the first edition promised and never wrote, on facts, evidence and the record.
changed ## 14. 15. Direction is the scarce skill
changed One morning in October 2026 I asked the agent that runs my newsroom to read the day's articles and tell me what it could build next. It came back with a long list, all of it possible: an inbox mode, reading modes, automating the wire's daily run, more beats, scheduling, analytics. That is the problem this chapter is about. When the agents can go in every direction, where do you focus?
changed Direction is the scarce thing. Agents can build in any direction; what they cannot generate is the sense of what to build next next, for whom, and when to stop. Providing that is the job, and the thing to hire for. Building stopped being the bottleneck the day anyone could brief an agent. Choosing is what is left. For a founder it is what the company lives or dies by, because nobody else is going to choose.
removed My rule has a name I gave it years ago, when I was a CISO: places of highest leverage, and the newsroom has an article under that name. At any moment there are many things that could be done. Most are blocked on something. Some are not blocked but would not change much. A few are not blocked and would change a lot, for the people who use the thing and for everything built after. Work on those, and only those, until they stop being that.
added My rule has a name I gave it years ago, when I was a CISO: places of highest leverage. At any moment there are many things that could be done. Most are blocked on something. Some are not blocked but would not change much. A few are not blocked and would change a lot. Work on those, and only those, until they stop being that.
removed The newsroom gave me a three-day example. A reading meter led to paying by how far you read, then personas, then an encrypted share, then a vault per reader, then a passkey. The passkey design lost a layer in an afternoon review and got it back after midnight, when a lab found that a phone over QR returned different bytes: two reversals in twelve hours, both cheap, because the design had been shipped as something you could press rather than argued as a document. Backwards, the sequence looks inevitable. Forwards, at each step there were five choices.
changed The same rule explains why the newsroom solved a problem my company could not. Where to keep a user's master vault key had resisted six months of attempts, each of which failed my simplicity test. test, because complicated is how security designs fail. The newsroom solved it in two days, because it needed it badly enough: readers on every device I own, and a workflow failing me in a way I could feel. The rule under that is one every founder should write on the wall: always follow the users, even when the user is you, and follow the feedback loops. A problem solved before anybody needs it is solved in the abstract, and abstract solutions are where the complexity creeps in. When I miss a feature in something I built, that is the product telling me where it wants to go. "Focus on one thing only" is good advice that assumes progress runs in a straight line. It line; it rarely does. Focus is undivided attention on the place of highest leverage, not work on only one product, and the measure is one question: am I getting better?
changed The 2018 book had drafts on deadlines, many of which it called "an arbitrary point in the future when somebody would like to see something done", deadlines and on starting with why. The why; the second matters more now: now, because the better I explain the why in a brief, the better the result.
changed The hardest call in most work is not what to do next but when to stop, and this is the part agents lack most. Their range is the feature. But an entity that can go anywhere has no natural reason to stop anywhere. You ask it to fix a small thing and it fixes a bigger one, because it can. It sees twenty things wrong and has a go at all of them, without the perspective to know that nineteen do not matter, or matter later, or are someone else's.
changed People have the same problem, with less range. The best security teams I worked with ran out of real work, which was great, and then some kept going. I was once called into a meeting where security champions and developers were debating whether GUIDs were random enough: a movie plot, in Bruce Schneier's phrase for the dramatic threats we imagine instead of the ordinary ones that happen. What I found myself doing did in those rooms was giving give people perspective: yes, that is technically possible, and it does not matter here, because of who our attackers are, what else is in place and what we are protecting.
changed That perspective is much of what seniority is: knowing who the attackers are, which phase the business is in, where the bottleneck is, and what good enough looks like. The 2018 chapter on the brain asked "Who is actually making the decisions in your head?" Seniority is an answer to that question: a fast kind of thinking, backed by a bigger picture. An agent has the speed and not the picture, so the picture has to be designed in: a brief that explains the thinking and not only the task; a mandate that only reaches what the job needs; memory that holds the strategy and the threats; a stop named before the work begins; one kind of work per step; and shipping often enough that users tell you whether it mattered. None of these is a rule that says do less. Each puts the bigger picture where the decision is made.
added ## A budget per step
added The junior version has a mechanism, and it is the one piece of seniority that can be written down in advance. Agents keep going; that is what they do, and one agent handing work to another looks efficient while it spends. The way to stay on the right side of diminishing returns is a budget per step, decided before anything runs: a ceiling per altitude and per change, so that a workflow's maximum cost is knowable before it runs rather than discovered afterwards. Work handed from agent to agent carries its budget with it and never widens it. And every agent doing the work runs under a behaviour policy written before its first run.
added Being able to say to a team that the budget for this is spent was one of the most useful controls I ever had, because teams are very good at keeping going. Much of what gets called over-engineering is work that had no objective way to know it had reached diminishing returns. A budget per step is an objective way to say good enough, and for a founder paying for every token, a bill you planned rather than one you discover.
added Then the budget moves, and what moves it is the five whys. Every finding at one layer is a question about the layer below: why did the story stop holding, why did the command change, why did no check catch it? The fix goes below the bug, as a rule or a query, and the next change like it is caught for the price of a query rather than a review. The same discipline says how to start on anything large: at one point, never by analysing everything; the first slice is dear and every later one cheaper.
changed The 2018 book had an outline on one-way and two-way doors, with a story I attributed to someone at Google: "My metric for approve or not a project is based on how easy it is to roll back the changes (and its impact of real customers)". Jeff Bezos wrote the idea down in his 2015 letter to shareholders: some a few decisions are "consequential and irreversible or nearly irreversible", to be made slowly; irreversible"; most are "changeable, reversible", and the mistake large organisations make is to use the heavy process for both.
removed When the person does review, the review should be worth more than a yes. I once received a permission prompt asking me to add label 756-459-3214. Which message, which label, why? It was a click. A decider with no options, no context, no time and no authority is not exercising agency; they are holding liability for a decision the system made, and the accountability belongs to whoever designed the decision point. Above that line, a review becomes a quality step: each draft is a chance to fix whatever produced it rather than the draft itself. And the record moves the line. Trust in my email agents is a record of drafts I did not have to change. When that record is long enough for one kind of message, that kind is a candidate to leave my hands, by a decision written into the policy.
changed Now apply the test to every output an agent produces. Not "do I trust the agent", which has no answer, but: if this is wrong, how cheap is it to undo, and what does it break before I do? On 13 October 2026 my newsroom shipped fourteen releases, every commit made by an agent, with nobody approving each one before it went live. agent and none approved by a person first. The same day the twelve agents that run my correspondence drafted every email and sent none. An article is a two-way door: a correction is a new version, and the next reader gets the fixed page. An email in my name is a one-way door.
added The same test settles a founder's oldest argument, build or buy. The question is how much it costs to reverse a mistake and how mature the controls are. A narrow internal tool that a few people use and that can be switched off is a two-way door: build it, explore, learn. A tool that touches regulated data every day is a one-way door until the controls are mature, and that is where the villagers have to be in place first, yours or a partner's.
changed Is the human in the loop a safety net or a bottleneck? A person checking every output is both, and mostly neither. It is a bottleneck bottleneck, because it does not scale, and a weak safety net net, because people approve almost everything they are shown: Anthropic measured that its coding agent's users approve 93% of permission prompts. Put the person where an output cannot be undone and the blast radius is large: sending in my name, typing a secret, spending money, deleting what has no backup. Everywhere else, use controls that do not get tired: a validator, a second reader the agent cannot skip, a policy row enforced outside the model, and a record read afterwards.
changed Blast radius means what it would cost the business if a row of the agent's reach were used in full, today. It is defined over the reach, not the mandate, because whoever takes an agent over inherits its reach and ignores its mandate. And it changes while the action does not. Picture an agent whose cleanup step drops a staging table: nearly empty the first time, a week of test data the second, six weeks of real records the third, and that is the incident. If someone had been third. Someone reading the footprint, what the agent actually did, the review could say: this is not the first time. The 2018 draft on chaos engineering said the first step was to understand and visualise what is going on. It still is.
added When the person does review, the review should be worth more than a yes. I once received a permission prompt asking me to add label 756-459-3214. A decider with no options, no context, no time and no authority is not exercising agency; they are holding liability for a decision the system made, and the accountability belongs to whoever designed the decision point. And the record moves the line: when the record of drafts I did not have to change is long enough for one kind of message, that kind can leave my hands, by a decision written into the policy.
changed An early user of my agentic email workflow wrote back with agents asked the right question. If the agents only gather and draft, and I review and send, does presenting them as a team imply an agency they do not have?
changed Two things are true at once. These are not sentient beings; they are mirrors that can simulate any emotion, which is why we anthropomorphise them, as people did with Joseph Weizenbaum's ELIZA in 1966. And since models started running in loops and calling tools, they make real decisions: every tool call is a choice. What does not travel with the decision is responsibility. It stays with whoever granted the reach and set the mandate. The moment of authorisation is the grant. Nobody legitimate needs to go around me; moment you granted the only party who would try is an attacker with an injected instruction. reach, not the moment you wrote the mandate; the exposure exists the instant the grant exists.
changed The best analogy is an employee with a job description: some agency, inside a role. An Agent Behaviour Policy is that a job description, description for an agent, some agency inside a role, published, and the rows that matter most are the prohibitions: do not send an email directly; do not edit files another agent owns; do not attack other websites, even though you can; speak on your own behalf, never on mine. Most of those are still hope, a rule the model is asked to keep. hope. But a prohibition that is written down and then broken is a different thing in a dispute from no prohibition at all. Ralf Thomas asked on LinkedIn: "If an employee wrecks a client's systems, the company pays. Why should AI Agents be any different?" My hypothesis is that towards the world the deployer still answers, and between deployer and vendor the written policy is what turns "you allowed it" into "your product ignored what it was told".
added If your company sells agents, or the policies that run them, decide early where you stand. Mine carries none of its customers' risk, by design, through three firebreaks: we are not in the request path; the customer's agent executes; and every prompt or policy we hand over is reviewed and put into production by someone on the customer's side. Accountability sits with whoever runs the system. Which side you are on is a one-way door.
changed The 2018 book had a draft on civic responsibility that said "code is law", and that developers should give the risks they create to business owners and make them accountable for the decisions they are making. The behaviour policy is that sentence, written down for an agent. What remains valuable, as fluent writing becomes a commodity, is judgement, and someone who owns it: who decided this is true, who decided to send it, who will answer for it. That is the person who gets paid, and the person I would hire. hire, and the person a customer is buying when they buy from a founder.
changed ## 15. 16. Facts, evidence and the record
changed The cover of the 2018 book had two lines about this: question everything, and make fact based decisions. Inside, there was an outline called Facts, about data-driven decisions, that I never wrote. Its bullets still hold: be data and facts driven; check your sources; understand the agenda of who is talking to you; and do not trust what is on the media when it is selling fear, because if it is on the media it is because it is rare. This is that chapter, and it is different from the one I would have written then, because checking a fact has become cheap. It is also the chapter about what an investor, a customer and a hiring manager all do before they say yes: check.
added It happened again when I told the story of my own company's first eight months, the story a founder tells an investor. I remembered the data room and the vault as things a zip feature led to; the record showed I had named both in February, before the features existed. The ideas came first, and the features caught up. I remembered a week of briefs on copying Git's model; the record said about two weeks and some 48 brief files. I said nine months; it was eight. And an investor one-pager said "30 paying customers", which the team's librarian could not verify; ten is the recorded number. Count rather than remember, especially about yourself.
added The order I build on now is to replicate reality before having an opinion about it: derive what a parser can derive, deterministically, with a file and a line for every node; let a model propose what a parser cannot see, marked as proposed; then confront the graph with users, experts and tests. Replicate reality first, then have a fact-based conversation. For a product that does not exist yet: brief, plan, architecture, a review of the architecture, a simulation with synthetic users, and the code last.
changed That is fundamentally what you do in business. When you work for a company, a lot of the time it is about managing information: knowing where it is, who is doing what, what the status is, and how a decision can be made. And it It is why learning how to learn matters so much: if you learn this way, you are already learning how to follow the provenance, and how to communicate it, because you have the material.
changed The other thing is that you have to be the most prepared person in the room. These days there is no excuse not to be. You should have briefings and pre-briefings: briefings for you, and briefings on the people you are meeting. You should have follow-ups. The storyboard for this chapter puts the brief on one board: who they are, what they want; what I want, what I know; what I don't know; the follow-ups. Meeting briefs and follow-ups, in the hands-on part, is the workflow. workflow, and a founder's first sales calls are where it earns its keep.
removed Building, and building so that it holds. What an agent may reach and what it must never see, why code is a liability and open source is how you throw your own technology away, the building blocks that need no server, and the only definition of shipped that counts: the user has it.
added # Part: Start the company
added The centre of this edition. Execution just got cheap, so the person who knows the problem can build the first answer; then ship it and see if they miss it, price it and give it away, sell, decide whether to raise at all, and make the company itself real: the UK, Portugal, Lithuania, the European Union. From experience, mine and the people I work with; not legal or tax advice.
added ## 17. Be a founder: the expert founders
added In 2018 I wrote a short chapter called Be a founder. It said the single thing you personally control when you go to work is your attitude to it, and it asked you to imagine you were employee number four and cared deeply about the company. Then five questions. If I were a founder of the company, department or section I work in now, with the responsibilities I have at the moment: how would I behave every day? What needs to be done now that will make a big difference? What can I do that will help? What would I do differently? What values and principles would I fight for? And under them all: what is stopping you from doing just that? Who is telling you not to? "At the moment it is just you!"
added I still mean every word. The more you care and behave like a founder, the more value you add and the more valuable you become. But in 2018 I meant it as a way of behaving inside somebody else's company. In 2026 I also mean it literally, because the thing that stopped most people from founding anything has just become cheap.
added This chapter is written first for the person who has spent twenty-five years inside a field, has described the tool they need to vendor after vendor, and has never had the team to build it. If you have just finished a degree, read it the other way round: the expert can build first now, so the question is what you are the expert in, or will be, and who you will build it with.
added ## The playbook that worked
added Look at the technology companies that did well in the last ten or twenty years, and a pattern repeats. Someone very clever and very ambitious finds a gap in a market. Often they did the famous hundred calls with stakeholders and asked what hurts. Then they raised money on belief, hired the people they did not have, including the subject-matter experts, and built a company on top.
added I watched this many times in cybersecurity, and it worked. The startups displaced incumbents that had the customers, the domain knowledge and sometimes the money, and lacked the structure, the workflows and, to be fair, the technology culture.
added The money behind it is built for that: many bets, of which a few pay for the rest. In Horsley Bridge's data on just over 7,000 venture investments from 1985 to 2014, around half returned less than the original investment, and 6% of the deals produced 60% of the total returns. That model rewards belief and speed, because the one winner has to be very large.
added This is not a criticism; those companies changed industries. But the playbook has a second act: the disruptors became the incumbents, and much of what they built is now the software everyone complains about.
added ## The experts were always the better bet
added The myth of the young outsider was never the whole story. The largest study I know, of 2.7 million US founders, found that the mean age at founding of the fastest-growing one-in-a-thousand ventures is 45, and that founders with three or more years in the same industry reached top-tier growth at twice the rate of those with none.
added What held the experts back was not knowledge. It was access: to capital, to engineers, to the long, expensive build before anything could be shown. That is exactly the part that got cheap. With agents, the execution that used to need a funded team can be done by one person who knows exactly what to build. The share of new US startups with a solo founder rose from 23.7 percent in 2019 to 36.3 percent in the first half of 2025. In Stripe's data, its top 100 AI companies reached a million dollars of annualised revenue in a median of 11.5 months; those are the fastest, not the typical. But the direction is clear: the millions that used to be the price of starting are no longer the price of starting.
added Three examples from the newsroom article The expert founders; two are people I help and the third is me. I come from application security and from working as a CISO; sgit.ai and RiskMandate are that knowledge turned into a company, where the agents write most of the code and the briefs, the buyers and the risk model are mine. Chinmay Gupte is a consultant knee surgeon in London building OmKneeHealth and My Knee Score, "Ten questions about pain, movement and daily life. One score out of 100." Kate Curtis-Evans is a transcriber building Audio Genius for legal transcription, "Built by a Transcriber, for Transcription Professionals". None of them is a hundred-call outsider. Each comes from the field, has the contacts in it, and is focused on one thing. That focus used to be a weakness in front of an investor who wanted a huge market. It is now the advantage, because the build is no longer what stops them.
added One catch, which Fund it, or do not takes up with the evidence for and against: the people who know the problem best are often the hardest to steer, and I think investors select partly for the founder they can steer.
added ## Where the opening is
added Before you ask what to build, notice where the opening is. It is in software people already pay for and do not like.
added Business software was bad before agents, and bad in a specific way: the product did 80% of what you needed and the remaining 20% was as painful as before you bought it. Freshworks surveyed 8,698 people and found 91% frustrated by inadequate workplace technology. Pendo looked at 615 products and found 80% of features in the average product rarely or never used. Zylo puts the average organisation's waste on unused licences at $21 million a year. You pay 100% for the 10% of features you actually wanted. And then there is the spreadsheet: 73% of companies prepare their VAT returns in Excel, and 78% of British companies say spreadsheets support key financial decisions. The persistence of Excel is the clearest evidence that the software failed them, because it is the one tool where they control the shape of the thing. If you are the expert, you already know which 10% your field uses and which 20% hurts. That knowledge was never worth much to an investor. It is worth a company now.
added In February 2026 roughly $285 billion left the software sector in about 48 hours after one vendor shipped agent plug-ins, and by September the market had recovered on the argument that the database is the moat, not the interface, not the per-seat licence. I read that recovery as the apocalypse, priced: the thing investors decided was safe is the thing underneath, and the thing they quietly stopped defending is the thing on top.
added Both sides of that argument assumed the question was about AI. It is not, because AI is available to both sides. The incumbents have the same models the newcomers have, plus more data, more engineers and more money. If the technology decided this they would already have won, and two and a half years in they have not. What decides it is inertia: how much past success a company has to protect. Nokia met the mobile phone with nothing to protect and dominated the category for fifteen years; it met the iPhone with fifteen years of success to protect and was gone from it within seven. Success breeds inertia, as Simon Wardley puts it, and it is almost always new entrants, unencumbered by it, who initiate the change. I state this so it can be wrong.
added Here is the irony. The things the software companies refused to build, to protect their moats, are precisely the things an agent needs: portability, open schemas, a real API at the centre, data you can take out, capabilities you can call from outside. Now the customer's agent turns up wanting exactly that list and finds a product built to prevent it. The moat has become the thing the water cannot get past in either direction. Strip away the interface and most of these companies are a glorified database, a glorified messaging system and a glorified state machine: that can be built, and it is very hard to build well, which is why the value moved down a layer and across to whoever runs it. A founder builds the list the incumbents refused from the first day, because the newcomer was never on the rails.
added ## Where the company sits: the two moves
added That last point, the running of it, is where I think a company sits, and it needs the map from Where do you land?. Who reads the code depends on where the code is on it. In March 2026 I wrote: "Before AI agents started writing code, you could argue that 90% of the code running in production was not being read by anyone." Explorer code is read for intent, mostly by agents. Villager code is read line by line, because this is where changes land and the blast radius lives. Town planner code is read by deterministic checks at the boundary, with a person for the exceptions.
added The company sits in the two moves between them. From explorer to villager, when a guess becomes a product and needs the review it never had. From villager to town planner, when a product becomes a commodity and the review becomes checks that run without anyone. The trap on both sides is not knowing which stage the code is at.
added The person who briefs the tool their team wanted does not want to maintain it; they want to hand it over. So expect village and town-planner companies: businesses that take the finished brief and run it, secure it, version it, keep it working, paid by consumption and by the fact that it keeps working, not by the seat. And expect more engineers, not fewer, because somebody has to read, harden and run all the code about to be generated. If you are the graduate, that is a company too, and it may be the one you start with your parent's brief.
added ## There is a company in this
added I want to end with a company, said plainly, as an example of starting from one of the business plans published for founders on sgit.ai; I would be glad to see it built with us or without us.
added Source code is a fractal semantic graph: layers within layers, each with its own vocabulary, from what the user is trying to do, through the features, the components, the classes and the methods, down to the syntax tree. A code review today reads a text diff, which is one altitude, the lines, and the wrong one for almost every question a reviewer has. If every layer is kept as files, every layer can be diffed. The worked example is a published vault: the sgit command-line tool, 377 classes and 1,111 methods, read as layered graphs with nothing run.
added What the company sells is a review attached to a repository that keeps the layered graph current per commit and shows each change at every altitude. The business model is settled by one fact: the layers are the customer's, so the loop has to run where the code is, and a company that locked customers into its layers would be selling the one thing it has no right to own. So give away the grammar, the parser (a commodity) and the model (somebody else's), and sell the customised deployment, the running of the loop and the versioned record. The offer, in the words of open-source.sgit.ai: "You can take it. It will cost you that. Or you can pay me, and have it next week."
added Who to sell it to is where my own articles pull apart, and I would rather show you that than smooth it. In Code review as a fractal semantic graph I said the buyer is anyone generating code faster than they can review it, which this year is everyone. A week later, in Send an agent, not a spreadsheet, I changed my mind. Developers have just been told, loudly, that they do not need review; selling it back to them is selling an argument. The people who buy, invest in and acquire software have never been able to see inside it and are about to be handed duties that assume they can. Sell them the same graphs as due diligence, and every vendor that receives the agent has a reason to run it on itself first. It is the same company. "What differs is the first customer, and the first customer decides whether a company exists." Sell has the rest.
added What is defensible is the record and the loop, not the model. The scripts are Apache-2.0, and a founder does not need my permission. They need a second language and a first customer.
added For Dinis: the article discloses that two of the three expert founders are people you help, and that sgit.ai and RiskMandate are yours. Does the book carry that disclosure in the chapter text, as here, or only in the provenance the build renders?
added In 2018 I asked what was stopping you, and answered that it was just you. The answer has not changed. What has changed is how little else is in the way.
added ## 18. Ship it, and see if they miss it
added Most advice about starting a company is about raising money. This chapter is not that. It is the operating model I actually use, in three pillars, in an order that matters: be profitable; the investors should be talking to you, not the other way round; open source everything. Each one buys you the position you need for the next. The second pillar is Fund it, or do not, and the third is Open source. This chapter is the first, and the first begins with one word.
added Strip away the mythology and a startup is simple. You make a thing somebody wants to buy, at a price that is profitable to you. Which means the single most important skill is the ability to ship. "Not to plan, not to pitch, not to architect. Ship." And ship every day, because shipping is how you find out what is true.
added If you have spent twenty-five years describing the tool you need to people who never built it, this is the hardest and the best news in the book. The description was never the problem. The build was, and the build is now yours to do.
added Be careful with the word, because it has been worn smooth. Shipping does not mean a proof of concept. It does not mean a demo, or a video of a demo, or a prototype you walk somebody through on a call. It means a thing somebody else can go and use, on their own, and get value from. It can be held together with tape. Nobody using it cares how it was built, and neither should you, yet.
added I need to be honest about a tension here, because two things I have written pull against each other. The newsroom article behind this chapter says the shipped thing "can be vibe coded". The frame of this book, in Explorer coding, not vibe coding, and the handover, is that the explorer builds to find out, and that what the exploration produces is the brief for the version other people will rely on. Both are true, and the gap between them is the point of this chapter. The first thing you put in a stranger's hands can be explorer code. What cannot be explorer code is the thing people come to depend on. The test below is how you find out which of the two you are holding, and it is cheaper than guessing.
added To ship that often you need the running cost to be near nothing, so build accordingly: serverless, as few databases and as little live state as you can stand. Serverless, for real is the long version. And do not underestimate the plumbing. Getting a working thing into a stranger's hands is still, in 2026, genuinely hard. "Solving that is not overhead, it is the first real product you build." Everything after it gets cheaper.
added ## Give it away, then take it away
added Now hand it to people for free. Not forever: a short window, whatever unit makes sense. You want the feedback loop tight, and you want the cost of generosity inside what you can absorb.
added Just doing this solves dozens of problems you did not know you had. How people get access. What breaks when somebody unfamiliar touches it. What they try first. What they never find. "The feedback starts the moment somebody who is not you has the thing."
added Then comes the part almost nobody does deliberately. Take it away. The trial expired. It is not available right now. Nothing else about the product changes, and no apology is needed. And ask the only question that matters.
added Do they miss it?
added If they shrug and go back to their day, you do not have a product yet. You have something people will accept when it is free, which is a much weaker signal than it feels like from the inside. No sense of loss means no why now, and without a why now there is nothing to sell. If they come back and ask for it, you have something. That is the moment the whole model turns on, and it is worth engineering your trial so that this moment arrives early and unambiguously.
added Then two questions, and people answer only the first. Is the price one they are happy to pay? And is that price profitable for you? If you cannot get revenue at all, that is the problem to solve, and it is not a marketing problem. And one trap: do not reach for a subscription by default. Charging rent for something people are not using is a worse business than being paid when you deliver. Price it, then give it away takes the next step, which is defining the thing, pricing it, and offering it free to the people who already know you.
added ## Five days, ten customers, twenty-two minutes
added Here is what the loop looks like with dates, from my own repositories. In October 2026 I asked this site's agent to check my memory of SG/Send against its briefs and commits, because I knew the order I remembered would be wrong in places, and it was.
added SG/Send started because sending a file securely to someone was harder than it should be, and because I wanted a service where the server holds nothing: the best way to protect an asset is not to have it. The first commit was on 8 February 2026, with a specification that set the rule everything since has followed: "files are encrypted on the client before upload, and the decryption key is never sent to the server." On 13 February, send.sgraph.ai was live. Five days.
added Then I took it to market, end to end, which is where I learnt Stripe, pricing and everything else a real product needs; by the time I built the newsroom I already knew how, which is how exploring something early pays off later, in a way nobody plans. The Stripe checkout went live on 1 March. On 2 March there were ten paying customers, recruited with a simple offer: buy £5 of credits and I would send a £5 Amazon voucher. "Several declined the Amazon voucher." A number I used to say, thirty paying customers, appears only in an investor one-pager and could not be verified; ten is the recorded number, and ten is what the book says.
added The first feature request came the same day. A user wanted to send a folder, not a file. At 20:26 the proposal for folder upload as a client-side zip was committed; at 20:48 the implementation; at 22:15 a viewer for the zip on the download page. The debrief the next morning: "First feature request (folder upload) shipped in 90 minutes." That is what a tight loop feels like from the inside.
added The pace behind it: 4,476 commits on the SG/Send app on 246 of its first 249 days, 739 release tags from v0.1.0 to v0.34.0, and the command line's unit tests grew from 237 on 5 March to 4,232 on 14 October.
added ## What the market said
added The technology worked. The use case did not land, and the briefs said so three days after the first customers. On 5 March: "We have paying customers but not enough usage. Users buy credits, test once, and don't come back. Credits sit unused."
added Read that against the test above. People took it when it was free, and some paid when asked by someone they knew. Then nobody ran out of credits and came back for more, and nobody came back asking for the next feature. That silence was the signal. It was the miss-it test, failed, and I had the numbers to see it. I should say that the usage is described, not counted: the briefs say the credits sat unused, and no usage figures were found.
added It was a platform without a workflow that needed it. The difference now is that I have the workflows: the newsroom, RiskMandate and the vaults themselves need exactly the features SG/Send built, which is why the same features are used every day. Explorers find things early; the use case decides when they matter. If you build something that works and nobody uses yet, that is not a verdict on the thing. It is a verdict on the why now, and a why now can arrive later, from a direction you did not plan.
added ## The test applies to you
added A strong connection with users is critical, and everybody says so. What is said less often is who the most important users are: the people building the product, and above all the people who control its roadmap. If the developers, the product owner and the founder use it every day on real work, the loop between using it and changing it is as short as it can be. They feel the friction first. They find the uses nobody planned. They know, without a survey, which of the hundred possible next features is the one that hurts. I think this is one of the reasons Apple is so good at what it does, as far as I can see from the outside: the people there use what they make.
added This is brutal to say about my own work, and it is true. My last startups were good ideas. The Cyber Boardroom, MyFeeds, and early on even sgit as a startup. I still think they are good ideas. But I was not using them, and that was the signal I should have listened to. If I have access, I can change it, I can do a lot with it, and I still do not use it, then something is missing, and it is not the code. Why those companies did not take off has more than one reason; not using them is the one I can see most clearly and the one I can act on.
added The vaults are the opposite story. I create them for almost everything, my agents create them, we share them, and 54 are published on sgit.ai with their read keys. They are getting really good, and it is not because of a roadmap. It is because every day I hit something, and the next release fixes it. One user is not a market. But I have seen the other pattern in startups many times: a product whose own team uses something else, or uses it only for the demo. Nothing in the code says so. The behaviour of the team does, and it usually means the product is not as good as it looks, or not as simple to deploy, or valuable only in a narrow case.
added So before you ask whether a stranger misses it, ask whether you would. If you have spent twenty-five years in your field and you would not pick up your own tool on Monday morning, you have your answer early and cheaply.
added ## The loop is the moat
added I said in Be a founder that the technology is not the moat. What is defensible is the data, the relationships, the distribution, or the speed at which you ship. Using your own product makes the last one concrete.
added With agents, we can develop just about anything, in any direction. What we cannot generate is the sense of what to build next, for whom, and when to stop. Context and focus come from somewhere, and the most reliable place they come from is using the thing. When I say I miss a feature, that is not a complaint. It is the product telling me where it wants to go, through the only user whose day it fully controls. Direction is the scarce skill makes the general case; this is the founder's case.
added A workflow I now have most days: somebody makes a comment, I write an article, a feature ships, and I use it. I put myself as a user in the middle of the loop, deliberately. In October 2026 a reading list made for one person went from brief to live in 81 minutes, and a link to a persona from brief to live in 17 hours; the times are from the git logs. Fast prototyping to production, and fast release, is what is hard to copy, much harder than any single feature. A competitor can take your code. They cannot take the loop.
added For Dinis: the five-day, ten-customer, 90-minute story is told here with the dates the research agents confirmed, and the thirty-customer figure is named as unverified. Do you want the SG/Send story in this chapter at this length, or kept short here and told in full in Your first price and your first ten customers?
added In 2018 I asked what was stopping you, and said it was just you. The version for 2026 is shorter. Ship it. Give it away. Take it away. Ask. Then do whatever the answer tells you, including the thing you did not want to hear.
added ## 19. Price it, then give it away
added Ship it, and see if they miss it ends on a question. Hand the thing to people for free, briefly, take it away, and ask whether they miss it. If they come back for it, you have something. That is the right test and it has a gap in it, which is what happens next. "Something" is not a product until it has a shape, a price and a way of being delivered that does not break you on the tenth customer.
added This chapter is about that step, and about the part that is easy to leave out: free is never free for the other side. Everything in it is from experience, mine and the people I work with. It is not financial advice, and the prices in it are the ones I published, on the dates I say, not a rule for yours.
added ## Four moves, in order
added The step after "do they miss it" is four moves.
added Define the product. Not the technology, the thing somebody receives. For RiskMandate the thing is an Agent Behaviour Policy for one agent, as an encrypted vault the customer holds the keys to, with the mandate corrected for their deployment. That sentence took weeks to get to, and it is the product. If you have spent twenty-five years in your field you will find this move harder than it looks, because you know too much about the problem and the sentence has to leave most of it out.
added Price it, at a number that makes sense to you. Not a number from a competitor's page: a number you would be content to be paid. RiskMandate's ladder, as published on 2 October 2026, is four tiers: £10 for the pack downloaded, £50 for a working vault, £500 for the vault corrected for your situation, £1,500 for two sessions and a professional's signature. The first two are automated. The third is an email thread: we send prompts, the customer runs them, we build the vault and the policy from what comes back. The fourth adds people's time on both sides. A price is a statement of what you think the thing is worth, and you are about to test the statement.
added Find a way to deliver it at a cost that grows a step at a time. This is the move that was not available a year ago and the reason to do this now. The agentic workflow means the marginal customer costs a little more, not a lot more. The vault is provisioned by an agent, the policy is drafted by an agent from the customer's prompts, a person corrects it. The cost of serving the twentieth customer is close to the cost of serving the second. That is linear, not exponential, and it is the condition under which you can afford the fourth move.
added Then offer it, free, to the people who already know you. Early adopters, power users, past customers who paid for something before it was finished. RiskMandate's early access programme went live on 30 September 2026, invite only: twenty places, the £500 tier given away, to "people who already run an agent with real access: a mailbox, a code host, a workflow tool, a CRM". The ask of each member is "Twenty minutes for the prompts, and a reply; half an hour on a call." The page does not say the price, and it should not; the price is for the people who come after.
added Two small rules for the offer. Do not make them apply. "Apply for a chance to be considered" asks for work before there is anything in hand, and it inverts the relationship: they are doing you a favour by using the thing. "We have twenty of these in the first round. Would you like one? If not, I will give it to someone else" is honest about scarcity and leaves nothing to do but say yes or no. And reward the people who were there early, and say that is why they are getting it. It is a thank-you that is also the best possible test group, because they know enough to tell you where it is wrong, and their silence means the most.
added ## Free is not zero
added Here is the thing I was careful about in the memo behind this, because it is easy to say in a way that sounds like a lecture. When you give something away, or when you say "this is worth five hundred pounds and I would like you to have it", you are not making a zero-cost offer. You are asking the other side to engage. To read the message. To think about whether it applies to them. To weigh it against everything else on their list. To find twenty minutes for the prompts and half an hour for a call. To fit a new thing into a team that already has a way of working.
added None of that is zero, and all of it is paid by them. A price, oddly, can help here: it says the thing is serious and that you expect it to be used, which is a reason to find the twenty minutes. But whether the price is five hundred pounds or nothing, the attrition you place on the other side is real, and it is the first thing to measure. How long from the message to the first reply. How many never replied. How many started the prompts and stopped. How many asked a question the message should have answered.
added Then the exercise is to cut it. The service you want is the one that costs you the least to provide and costs the customer the least to receive: no overhead on them, no overhead on deployment, no second tool to install, no account to create. Those are product decisions, and the programme is where you find out which ones you got wrong, while the people finding out for you are people who like you.
added Be plain about the two outcomes, because one of them is a bad day and the exercise only works if you are ready for it. If people take the offer, run the prompts, read the vault, send corrections and ask what else there is, you have a product, and the next question is price: is £500 too low for what they got, does the £1,500 tier sell itself once someone has had the £500 one free. If people say it is interesting and then do not find the time, or say it does not fit how their team works, or start and stop because the vault was harder to open than the message implied, you do not have a product yet. You might have a technology, or an idea, or a document people would read if someone else did the work. "A commercial product is one people take when the only cost is their own attention." That is the drawing board, and the sooner you are at it the cheaper it is. Neither outcome is a marketing problem. If friendlies will not take it free, a bigger audience will not take it either.
added ## Pay after the value
added Now the shape of the price itself, and a bias I would like you to notice in yourself before you choose one.
added Almost every time I buy something, I am buying future value. A subscription, a gym membership, a big security product on a good deal, even a one-off purchase I expect to use for years: I am betting that I will use it enough for the price of each use to fall to a number I accept. Often I lose the bet, and the cost of leaving keeps me paying. The research agrees. In a study of three gyms, members on a flat monthly fee of over $70 attended on average 4.3 times a month, paying more than $17 a visit when a ten-visit pass would have cost $10 a visit.
added So do not reach for a subscription by default. A subscription is a discount for regular use, not rent on something somebody ignores. Where you can, turn the bet round: start the user with credit, charge for the share they actually use, let the balance go below zero, and ask for payment when the value is in view. By then the person can see what they received, and the payment is connected to it rather than to a hope.
added The newsroom runs that experiment, and the reader at read/ on this site runs by the same rules. Everyone starts with £5 of credit. A new article read to the end costs 10p, an older one 5p, and only as far as you read, so the first screen costs a penny. Your balance can go below zero and stay there; nothing is blocked and nothing nags. When you want to, you top up £5, with no account and nothing that renews. I should say plainly that there are no results yet. The hypotheses were written before the first payment, and the review is on 6 December 2026; the gym study explains the psychology, not our numbers.
added The counter-example I keep in mind is Wikipedia, which I value enormously. Its fundraising raised US$184.5 million in 2024 to 2025 from 7.7 million donors, an average of about ten dollars. But the ask arrives once a year, as a lump sum, at a moment when the value is not in view, for something that is worth a few pence an article. Imagine the same ask with your year of reading in front of you. A penny an article for four hundred articles is £4, and it is easier to give when you can see the four hundred.
added There is a condition, and it is the one that decides whether this shape is for your company. It only works where there is a very large gap between the cost of serving and what you can charge. A static site on a CDN has that gap in the extreme: the cost of one more reader reading one more page is close to nothing, so even at 10p the margin is very high. A business with a real cost per unit cannot let balances run negative for ever. If your product is the £500 tier above, with a person's hours in it, the meter is the wrong shape; the ladder is the right one. Know which you are.
added Three more things make a price fairer, and I think more successful. Fair by country: 10p in the UK is not 10p everywhere, and prices should follow local purchasing power, the way The Economist's Big Mac index compares currencies. Visible: a reader should see what the money pays for; in one field experiment at an amusement park, people allowed to pay what they wanted for a photo paid about 92 cents, and when half of what they paid went to charity, fewer bought but they paid an average of $5.33. And chosen, at more than one level: a verified fact, a follow-up, a briefing with every claim checked are things people pay for separately, because they need them.
added ## Pence only work aggregated
added One piece of arithmetic before you price anything in pence, because it caught me and it will catch you.
added Stripe's standard UK card rate is 1.5% plus 20p. On a £20 payment that is 2.5%. On £5 it is 5.5%. On 50p it is 41.5%, and on 10p the fee is more than the payment. Below about £5, the fixed fee is the price.
added So payments of pence only work aggregated: one charge a year that covers many things, or a platform that already holds a balance and settles in bulk. That is why the newsroom's meter prices a page at a few pence against £5 of credit settled as one balance, and never charges the card per page. Above £2 or £3 the difference is smaller than you would expect; it is below about £1 that aggregation decides whether the model exists at all.
added And tie payment to a verified person who receives something, not to a count. When tea.xyz rewarded package popularity with tokens, one developer published nearly 14,000 packages. Anything you pay for by the number will be gamed by the number.
added For Dinis: the reading meter's review is on 6 December 2026, and the early access programme's stop rule says the founders set the number before the first message goes out. For the next candidate: what the review found, and what number you set.
added Put the four moves together and the order is the lesson. Price it first, because the price is the claim. Give it away second, to people who know you, because that is the cheapest honest test of the claim. Measure what it cost them, and cut it. Then, and only then, worry about the shape of the payment, because the shape is a detail until somebody wants the thing enough to miss it.
added ## 20. Sell
added The first edition had one question under every chapter: why should I hire you? The founder's version is the same question asked by a different person. Picture the one who signs: dry, fair, has read a thousand pitches, impressed by evidence and bored by claims, and carrying a risk register with their name on it. Why should they buy from you, this quarter, when everything they already have mostly works?
added This chapter is about selling to that person, from my own experience of doing it. It is not sales training, and the prices in it are the ones I published on the dates given, not advice. It ends with the thing that person is about to do to you.
added ## Answer the question already in the room
added There are two groups of people. The ones who see how fast agents are moving, and the much larger group who do not. The second group will not ask for an agent risk tool, or for most of what a founder in this book will build, because they do not see the risk or the gap. So I do not think the way in is to sell the need. It is to answer a question somebody already has, with a deadline, in the language of the room.
added For RiskMandate, five such questions. A contract, where legal and procurement are doing due diligence on a vendor's agent and need to know what it will reach and do with their data. A security questionnaire, where a startup's first serious enterprise customer asks which agents touch their data and how they are bounded. An insurance renewal, where the question is whether AI is excluded from cover (RiskMandate's own argument, not independently surveyed). The board's risk appetite, where the question is who can pull the plug, how fast, and what cannot be undone. And twenty minutes with the assistant you already run, where the list of what it can reach is the surprise. None of these asks anyone to understand agents first.
added The same move works in any field. You already know which question lands on your buyer's desk with a date on it. Sell the answer to that, not the idea.
added ## Sell value that lands the day they switch
added At a digital sovereignty event in October 2026 I spent a day with an infrastructure operator with a large footprint in Romania, and the conversation kept returning to one point. The reason to move must never be sovereignty, and it must never be cost reduction. Both are important. Neither is urgent. They sit on the risk register under "important, not urgent" and stay there, because a migration always carries risk and nobody signs risk for a principle, or for a return that depends on a future event that might not happen and might not matter to the person deciding now.
added The person signing needs value that lands the day they switch and gives them cover if it goes wrong: backups that exist, every object version controlled, encryption the operator cannot read with the key held by the customer, a journal of every call, behaviour policies the agents cannot skip, cost per workload visible before the invoice, and an item taken off the top of the register. "It is in Europe now" is not a decision somebody can defend. For an operator in Romania, Portugal or the UK, "move to us" sells risk; "keep your code, point it at us, and come out with policies, journals, encryption and cost visibility" sells value with the risk removed. The article admits its value list is still a little invisible to a signer; sharpening it is the work.
added The general lesson is the one I would print on the wall. Find the return that closes before the risk does, and find the buyer who owns that register line rather than the one who owns the bill. And remember that the buyer's inertia is real and is not stupidity. They have the same AI you have; what they do not have is a reason to move this quarter. You cannot sell against inertia with technology. You sell the thing that is urgent.
added ## Sell a service before the product
added Most of what this book calls shipping ends up, at first, as a service with a person in it. That is fine, and it is sellable, as long as each step is small enough to say yes to and each ends with something the client keeps.
added After a talk in London on 15 October 2026, built and run by a governed agent hive, I wrote down the path we would sell. A conversation, free, about what the client wants agents to do and what they must never do. A first run on a real problem for £10 to £50, which leaves a vault. Two hours of expert time for £500 to steer it, or a day for £1,500 to write the behaviour policy for one team. A four-day pilot in their own environment for £5,000. Then a maintained setup from £149 a month, so they run it themselves. The boutiques selling the same kind of thing have the same shape everywhere: a free call, a paid discovery (a one-week audit at £2,500 in London, a 14-day sprint at €2,900 in Germany, a two-week assessment at $4,999), a fixed-price pilot from £8,000, a build, a retainer. The plan is honest about where it stands: no paid run yet, and the prices are hypotheses to test with the first ten customers.
added The market is crowded at the top and thin on evidence. The large consultancies each have an agent platform, the model vendors sell through partners and their own engineers, and Gartner expects over 40% of agentic AI projects to be cancelled by the end of 2027, citing "escalating costs, unclear business value or inadequate risk controls", with a warning about "agent washing". The people in between, curious, backed from the top, struggling to make agents work or to show anyone that they do, lack not another platform but evidence they can inspect. So the position for a small seller is evidence first: every engagement leaves a vault the client keeps, with the work, the history and a ledger of what each agent did and was allowed to do. The demonstration is the sales process, and the demonstration is checkable. The talk itself left 57 vault commits from 28 workers; and, honestly, the runs were not gated by a compiled behaviour policy, which was shown separately.
added ## A marketplace of people
added A service only scales with people. An agentic engagement needs someone who knows the client's world and can steer a hive in it, and there are far more of those people in a community than hours in a founder's week. So alongside the offers, a small curated list of consultants who deliver on the same stack, where the client picks the kind of project first and then the people. Mondweep Chakravorty, co-founder of the Agentics Foundation's London chapter, and I are the first two, and we are not taking bookings yet; nothing is built, and the platform share is a proposal.
added Joining copies the markets that work: apply, show proof of work (a public vault or repository of a real run, with its ledger), peer review by two members, a thirty to forty-five minute interview with a scenario, a first engagement shadowed, and standards, including a behaviour policy for consultants, the same idea we apply to agents. Toptal says fewer than 3% of applicants pass its five stages. The consultant sets the price within the band and keeps most of it; the markets sit between 5% and 20% in total (Malt charges freelancers 5%, Upwork 0% to 15%, Braintrust 15% to the client). If you are going into a job rather than founding one, this is a door too: join as the person who delivers, with a vault of a real run as your CV.
added ## What the buyer is about to do to you
added Now turn the chapter round, because the person who signs is about to get a new instrument, and you will be on the receiving end of it before long.
added Anyone who has sold software to a large organisation has met the spreadsheet. The standard questionnaire has 627 questions in its core form; the average vendor answers 37.3 assessment requests a month and spends 179 hours a month on them. Each answer is true, in the sense that there is a document somewhere with the right title, and each is written by the people being asked. Due diligence was a form because the alternative did not exist.
added It can now be an agent. A buyer can send a prompt, or a small agent under a behaviour policy, to run inside the vendor's environment and come back with a graph of what is actually there: what reaches production that no person reviewed, whether the documentation matches the code, whether there is a threat model and who wrote it, what the last fifty bugs touched, which agents touch the pipeline and under what policy. The vendor reads every file before it leaves and can withhold any of them. What it cannot do is show a map that says there is no unreviewed code when there is some, because the map is read from the repository, and a false map is a false statement on a record, which is the thing companies will not do. "The questionnaire gave the vendor the pen. The agent takes the pen away and leaves the vendor the redaction marker." And the buyer holds the power to ask: "A buyer asking costs nothing. A supplier not answering looks worse than a supplier answering badly." Investors and acquirers get the same visibility in the same month. The agent does not exist yet; this is the case for it. The regulation arrives first: the EU's revised Product Liability Directive applies to products placed on the market from 9 December 2026, and presumes a product defective where the manufacturer fails to disclose relevant evidence.
added The test is risk-based, not pure, and that is why this is good news for you. A startup that says we generated most of this, we have limited resources, this is not mission-critical, here are the mitigations, has passed, for a product sold as what it is. The same sentence from a vendor whose software holds my customers' data is the finding. What fails is not knowing.
added So if I were a startup I would double down on understandability, for two reasons. The startup can play the same game as the biggest buyer: the tools that build the graphs are open source, so build the graph of your own repository, keep the threat model with the code, write a behaviour policy for every agent, trace your bugs to your changes, and answer the buyer's questions in the buyer's format before being asked. A threat model is the fastest read of a team's understanding there is; one that says we have a weakness here, exploiting it needs a nation-state, and we will not defend against it, is a good threat model. And the startup has less code. "Understanding ten thousand lines is a week; understanding ten million that nobody still at the company wrote is a programme." The incumbent's advantage was always that nobody could check. The startup's advantage is that it can be checked and pass.
added One last thing a buyer will do, and you should do first: check your answers against your own site. My co-founder came back from a conference with ten hard questions, the ones serious buyers, investors and competitors ask about a product like RiskMandate. I answered them in a two-hour structured interview with an agent acting as a journalist with an eye for detail, challenging every answer until the set held together, and we published an honest maturity table of what is live and what is design.
added Then we checked the answers against what we had already published, and found three contradictions on our own site, still there on 9 October 2026: a homepage saying "enforced in real time" when we do not enforce, an insurance page in the present tense for things that were design, and a Level 1 price of £10 on two pages and £5 on a third. A buyer with an agent would have found all three in a minute. The line that closes the set is the one to sell on: "Where we are early, we say so."
added For Dinis: the marketplace article names Mondweep Chakravorty as the first consultant beside you, and says neither of you is taking bookings. Does the book name him, as here, and does this chapter wait for the first paid engagement before it says what the prices turned out to be?
added The person who signs is not your enemy. They are the first customer, and the first customer decides whether a company exists. Give them a question they already have, a return that lands the day they say yes, something they keep at every step, and a record they can check without trusting you. Then let them send the agent.
added ## 21. Fund it, or do not
added The analogy I keep coming back to is music. Do not get signed before you have the album. Write the songs, record them in a bedroom studio, play locally, get people buying. Then take the record deal, and take it as somebody who already has an audience and does not strictly need one.
added That is the whole of the second pillar from Ship it, and see if they miss it: the investors should be calling you, not the other way round. This chapter says why, what I think investors are choosing when they choose a founder, what a founder who has already won could offer instead of the usual round, and what breaks. It touches money, shares and tax, so I will say it once and mean it throughout: this is from experience and from the research I cite, not legal, tax or investment advice; the UK figures are for one tax year and other countries differ; and I am a founder whose companies run on open source, so this argument suits me.
added ## The worst time to raise
added Here is the claim, stated plainly. The worst possible time to raise money is before you are profitable, before you have the product, before you understand the fit. Which is, of course, exactly when most companies raise.
added Everything follows from the negotiating position. You are bargaining from weakness and both sides know it: you have no product and you have a clock. Profitability does not just mean money. It means time. When you are not bleeding, you can wait, and being able to wait is most of what a good negotiating position is.
added So the terms are bad, and the worst of them are not about money. They are about control. You hand a say in the business to people whose job is a return and who have not lived the vision. Their focus is now structurally misaligned with yours, and their opinion has been given weight. I think that is one of the most common ways companies fail, and it is self-inflicted at the moment of signing.
added With agents making execution cheap, getting to profit before you need anyone's money is more possible than it has ever been. So the pillar is not "never raise". It is: "Raise from strength, on terms you set, from people who came to you because the thing already works."
added ## We study survivors
added Before the evidence on investors, a warning about evidence on founders, including the stories in this book.
added There is a whole genre of business writing that goes: look at these successful companies, here is what they did, do the same. What it almost never does is count the people who made exactly the same moves and did not make it, or were never funded. Jerker Denrell put this on a formal footing in 2003: "risky practices, even if they are unrelated to performance in the full population of organizations, may seem to be positively related to performance in a sample of survivors." So the question that matters is not what the winners did. It is why that one was chosen, funded and backed, when others who did the same were not.
added Timing and place are part of the answer. In the MusicLab experiment, 14,341 people downloaded unknown songs, and showing them what others had downloaded made success more unequal and less predictable: "The best songs rarely did poorly, and the worst rarely did well, but any other result was possible." And the ten largest computer-science clusters hold 69% of US inventors in the field. Being in the room is an advantage the success stories rarely list, including mine.
added ## Who investors choose, and why
added Take two founders with the same opportunity, the same drive, the same idea and the same talent. Why does the investor pick one and not the other?
added My hypothesis is that one of the deciding factors is control: which founder the investor believes will take direction, accept decisions made in the investor's interest, and step aside if asked. The relationship is financial, not emotional; the founder is there to deliver a return, and is, in the end, replaceable. In Wardley terms the investor moves the founder towards commodity, as record labels did to performers once the songs were the asset.
added Nobody has tested that directly, as far as I could find. But a well-studied trait sits very close to it: coachability. Investors say openly that they look for it, and the researchers who reviewed the evidence in 2023 wrote: "While investors and support organizations such as accelerators prefer coachable entrepreneurs, being coachable doesn't necessarily make your firm more successful." If investors reliably select on a trait that does not reliably predict success, something other than success is being selected for.
added Control is in the paperwork. Kaplan and Strömberg read 213 venture investments in 119 companies and found that "if the firm performs poorly, the VCs obtain full control. As performance improves, the entrepreneur retains/obtains more control rights. If the firm performs very well, the VCs retain their cash flow rights, but relinquish most of their control and liquidation rights." They also found non-compete and vesting provisions that make it more expensive for the founder to leave. And the replaceability gets used: in Wasserman's study of 212 US startups, by year three "50% of founders were no longer the CEO", and "fewer than 25% led their companies' initial public offerings". Those are startups of the late 1990s and early 2000s.
added Now the part where my own evidence cuts against me. Investors have a serious reply: control creates value. Wasserman's later study of 6,130 US startups found that each additional level of founder control, over the board or the CEO position, reduced the pre-money valuation by 17.1 to 22.0 percent, and Ewens and Marx argue that replacing founders improves exits. I accept the numbers. What I do not accept is that they settle the question, because both measure value as the investor measures it, at the valuation and the exit, not at the mission. Over a longer run Bain found founder-led companies in the S&P 500 performed 3.1 times better in shareholder returns from 1990 to 2014; that is Bain's own analysis, not peer-reviewed. And there is a selection effect inside the investors' evidence: if they fund the coachable founders in the first place, the strong-minded ones who walked away or bootstrapped are mostly not in the sample. Denrell again.
added If the hypothesis holds, the founder with a strong vision, a clear direction and strong ethics is at a disadvantage in early funding, not because they build worse companies but because an investor reads them, correctly, as someone who will not easily be overruled. That is the expert founder of Be a founder: the people who know the problem best are the hardest to steer. The practical conclusion is not to avoid investors. It is to get to the big stick before you need their money, so that the choice of investor is yours.
added Europe's money, oddly, helps here. It is said that American investors back the vision while European investors want to see it working, and one vendor's aggregated figures have a version of it: European companies raise at higher revenue (a median band of $1 million to $5 million against $100,000 to $1 million in the US), at lower pre-money valuations ($6.54 million against $14.64 million), with funding targets 46% smaller. That is weakly evidenced, but it fits what founders say. I think that scepticism is what an expert founder needs, because money too soon is one of the worst things that can happen to a startup: a study of about 3,200 high-growth internet startups found 74% failed through premature scaling, and that "Many investors invest 2-3x more capital than necessary in startups in the discovery phase." The gap is real at the other end: the EU's share of global venture funds raised is 5% against 52% in the US, and close to 30% of the unicorns founded in Europe between 2008 and 2021 moved abroad. Europe is weak at scaling. My argument is that the first part, the part that now matters most, is where it is strong, and its values fit: an open source strategy in the Commission's June 2026 sovereignty package, and impact at 15% of European venture funding against 7% in North America.
added ## Sell, don't issue
added Suppose you did it the hard way. You have paying customers, profit and growth, built cheaply with agents, and more than one investor wants in. The negotiation has flipped: you do not need the money to survive, and the investor needs access to the deal.
added My answer has two parts. First, sell, don't issue. In a normal round the company issues new shares and the money goes into the company. Instead, the investor buys ordinary shares you already own, in a private sale. You are paid now, for years of underpaid work; the company is not diluted; and nothing in the deal requires preferred shares, a board seat, a veto or a liquidation preference. The investor buys the vision and the direction, not the steering wheel.
added Second, lend, don't dilute. If the company needs cash, lend it part of the proceeds, subordinated by contract to every other creditor, at a modest fixed rate or none, repaid if the company succeeds. The company gets money without issuing a share; you keep your ownership; nobody outside gains control.
added The investor's obvious objection is: what if the founder goes rogue? The answer is the third pillar. With everything open source, the investor's insurance is not control but the fork: if you take the company somewhere they will not follow, they can take the code and back a better service. The fork is slow both ways: by my estimate an established company holding a full copy needs three months at best and closer to a year to catch up. It disciplines the founder because it is possible, and protects the founder because it is slow. That is an argument, not a tested mechanism; Open source has the longer version.
added A worked example, illustrative only: a UK company worth £10 million, a founder who owns all of it, an investor writing £2 million. The founder keeps 80% either way. In this model the investor buys 20% of the founder's shares; the founder pays about £420,000 in tax (18% on the first £1 million under Business Asset Disposal Relief from 6 April 2026, if its conditions are met, and 24% above), has about £1.58 million, lends £0.75 million back and keeps about £0.83 million; the buyer pays 0.5% stamp duty. I think the structure raises the odds of success, not only the founder's comfort, because a founder lending their own money watches every penny, and premature scaling is how 74% of those high-growth startups died. No study tests this model; the claim is from discipline and incentives, not data.
added ## What breaks
added A founder who uses this should know its costs before the term sheet does.
added UK angels get EIS relief of 30% and SEIS of 50% only on newly issued shares, so bought shares are that much dearer to them; expect a lower price, or a hybrid with some new shares. Ordinary shares are often priced 10% to 30% below the last round, though competition shrinks the discount. A large early sale can read as a lack of conviction: Balderton writes that it would not expect a founder to sell more than 10% at growth stage and has walked away from deals over the size of a secondary. A founder who sells and lends back has moved part of their risk ahead of the new investors unless the loan is subordinated in writing. Control can return through a shareholders' agreement, and the model only holds if you refuse those terms.
added And refuse a broad non-compete. The fork protects both sides; a broad non-compete keeps it for the investors and takes it from you. Offer confidentiality, no poaching of staff or customers for a period, and no use of the brand instead. The law will not do this for you: the UK's 2023 plan to cap non-competes at three months was never legislated. Four more points for a lawyer are in the article, from transfer restrictions to the order of issue and sale in a hybrid.
added The model fits a profitable company growing on its own revenue, with competition for the deal, open code and customers who stay for the service. It fits badly where the company must spend heavily ahead of revenue, with angels who need EIS, where the value is proprietary code (no fork), and with funds whose model depends on control.
added For Dinis: the controllable-founder article proposes three ways to test the hypothesis: follow the coachability ratings for ten years, compare the mission rather than the multiple, and count the founders who refused term sheets. Does the book carry the test, so a reader with data can run it, or only the hypothesis and its counter-evidence?
added What matters is not the exact mix of shares and loans. It is that you set the terms, and that no part of the money buys the steering wheel. Do not get signed before you have the album.
added ## 22. The company itself: the UK, Portugal, Lithuania, the European Union
added This chapter is a placeholder, and it says so. By the end of this book you are meant to have started a company, so this is where the book should say how to actually do it, for real: the steps to create a limited company in the UK; the case for Lithuania; Portugal, and what it costs to run a small company there; the European Union and what exists in it for a founder; the cloud providers and the startup programmes as they stand this year. All of it from experience, mine and the people I work with, and none of it legal or tax advice. The material is not written yet. The newsroom has no article on any of it, and the journalist is waiting on memos of mine. Here is what the sources already give.
added ## Two lines on Portugal and Lithuania
added Everything the newsroom has on the two countries, as of 12 October 2026, is in one paragraph of Not a straight line, and the book should not say more than this from that source. The company I created in Portugal for MyFeeds is being closed, because running a company with little revenue in Portugal is expensive in a way it is not in England. I am looking at Lithuania for the next one, for its digital advantages. The article's own limit stands here too: the company move is a consideration, not a decision; Lithuania is being looked at, and nothing has been registered.
added The UK and the European Union are, for now, questions: creating a limited company in the UK, from experience, and what exists in the EU for a founder. Neither is written.
added ## What spending millions on a distributed workforce taught me
added One piece does exist, on how a small company hires. As a CISO and a CTO I used Upwork a great deal; across the open source projects and the teams I ran we spent millions on it, and it was one of the most successful things we did. We built distributed teams, hired people as good as, and often better than, those we could hire the ordinary way, and delivered faster than was possible before. Those numbers are mine and are not independently verifiable from the article.
added It worked because we invested first in the infrastructure around it: a project management team, a structure team and an onboarding team, and then Upwork to manage Upwork, so the internal teams carried no overhead. People said hiring that way was buying the cheapest. It never was. It was the right talent at a price fair where they lived, good value for both sides, and a real career for the person.
added The second lesson is where the jobs go. A good job today means moving to a capital city and spending most of what you earn on being there, when what most people want is to go back to where the family and the lifestyle are. A small country that builds the plumbing, forming a company, hiring across a border, being paid across Europe, makes the jobs available everywhere inside it. Romania's technology sector is close to 8% of GDP, with more than 250,000 professionals and over ten billion euros a year of service exports. The talent is not the constraint; the plumbing is, and Civic responsibility takes the small countries from here. For the founder, the lesson is practical: the team can be anywhere, if you build the structure before the first hire.
added For Dinis: the UK memo (creating a limited company, from your experience), the Lithuania memo and the Portugal memo are the three the journalist needs before this chapter can say the steps. Your own open question stands: Lithuania and the EU, written now from what you know, or after you have done it?
added For Dinis: the EU memo (the programmes and what exists for a founder), and whether this chapter or The credits and programmes, 2026 carries the cloud providers and startup programmes, so the two do not repeat each other.
added Until the memos arrive, the honest version of this chapter is short. The book will say how when I have said how.
changed # Part: Building, safely Build it without a server
added Build it so that there is nothing to run at three in the morning. Serverless, for real; privacy by design, with data encrypted on the user's device on a server that cannot read it; control of the agents your company runs on; open source and who pays for it; and the only definition of shipped that counts: the user has it.
added ## 23. Serverless, for real
added The first edition had a draft on the cloud that warned it "is as complex as an OS". True, and the wrong thing to tell you. You do not need to learn the cloud. You need to know what the blocks are, which are free, and how to have an agent click them together once. I am technical, and I could learn any of these platforms. I do not want to. And a founder is also the person who gets woken up when it breaks. So this chapter has a rule before it has a map. Ship your company serverless. A founder with no servers has nothing to run at three in the morning and nothing to pay for when nobody is using it.
added ## The by-the-hour test
added The 2018 outline on serverless said the word does not mean no servers, and that it was important to understand the limitations. To me it always meant four things: it scales to zero, it costs little or nothing when it is not there, it starts fast, and it turns a capability into a commodity. The CNCF's whitepaper says "there is no charge when code is not running", and the Berkeley paper warned in 2019 that few so-called elastic services could scale to zero.
added The word has been stretched since. In October 2026 I read the pricing pages of the products sold under the name and asked each one question: what does it cost when nobody is using it? Excluding storage, on 18 October 2026:
added | Product | Idle | How it bills |
added | Lambda event functions | Zero | Per request and per millisecond |
added | Cloud Run | Zero | Per 100 ms; idle instances not charged |
added | Cosmos DB serverless | Zero | Per request unit, no minimum |
added | Neon | Zero | Compute suspends when idle |
added | Redshift Serverless | Zero | Per second while running |
added | Aurora Serverless v2 | Zero since November 2024 | Pauses after a set idle time |
added | OpenSearch, next generation | Zero since May 2026 | Scales to zero after 10 idle minutes |
added | OpenSearch, classic | About $350 a month | A floor of 2 capacity units |
added | MSK Serverless | About $550 a month | $0.75 per cluster-hour |
added | Neptune Serverless | About $80 a month | A floor of 1 capacity unit |
added | ElastiCache Serverless | From $6 a month | A minimum of storage, metered hourly |
added The monthly figures are my arithmetic at 730 hours and US East rates. The line between the two halves is the test: if it bills you by the hour when nobody is using it, it is not serverless, and whoever runs it has something running on their side. The table is dated because floors fall, and Ship a serverless product in a weekend renews it each year. The test does not date, and a founder needs it because of the line in The question is whether they miss it: "Not to plan, not to pitch, not to architect. Ship." To ship that often the running cost has to be near nothing.
added ## The glue behind the commodity
added I would rather replace the word than keep defending it. Three words each carry a part: ephemeral, because it comes and goes with use and costs nothing when gone; town planner, Simon Wardley's word for something mature and industrialised, a commodity; and services, because it is exposed for others to use. Ephemeral town planner services. Lambda is one, sitting on town planner services like S3, which are always there. The name is a proposal, not a prediction.
added Naming things this way makes you ask whether something is really a commodity or only looks like one. Plenty of things are treated as commodities while, behind the scenes, they are a large amount of custom technology glued together, which is what a Wardley map shows. Lambda is the documented case. In its builders' own words, "we chose to use Linux containers to isolate functions" and "We were unsatisfied with this approach"; from 2018 they moved customers to Firecracker. For four years, the definition of serverless was containers inside rented machines, glued together, while it matured with its customers. That is how services become commodities, and your first version will be the same, a villager's work dressed as a town planner's. But a per-hour bill for a "serverless" product usually means the provider cannot yet spin the thing up and down fast and safely enough to bill by use: an engineering gap on their side, passed to you as a cost. Build the villager's version. Just do not bill by the hour and call it serverless.
added ## Cloud as Lego
added In October 2026 I mapped the developer platform of the company I keep my domains with, Cloudflare, as the smallest blocks a non-specialist could put together: static files served free, small pieces of code at the edge, object storage that can be pinned to the EU, hosted models with a promise not to train on what you send, inbound email, a sign-in gate. Cloudflare as Lego blocks has the limits as the pages gave them on 18 October 2026, and they change. The blocks are more useful as packages, each the smallest set for one job: a site on your domain; your vault, hosted; an assistant over your documents; an inbox that does things; a form or a small API.
added A read-only vault needs no code at all: a published folder of encrypted files that any static host can serve. A read-write vault needs one function of 83 lines, one storage bucket and one tiny coordinator per vault, run against the real client with no plaintext anywhere on the server. I should be straight about those 83 lines, because the rule of this chapter is no servers of mine with logic in them, and 83 lines of mine, running on someone else's platform, is logic. They store encrypted objects, check a hash of the write key, keep two pushes from overwriting each other, and cannot read a byte. That is the honest version of the rule: not that there is no code on the server side, but that whatever is there holds nothing, knows nothing, and can be replaced by any other store that does the same job.
added The catch is setup, and it is in your favour. The platform's API cannot be called from a web page, so the one-time setup is a deploy button or an agent with a terminal that signs in, runs the commands and hands back the URL. It happens once; Your first workspace is where you learn to ask for it. The 2018 chapter on Docker had the same instinct: stop clicking buttons and write the environment down as code.
added Three smaller blocks. The one you will use most is a model, and the question is who pays; on 18 October 2026 four free offers let anyone start without a card and let a web page call them directly, so the key goes from your browser to the provider and nowhere else (Free models, your own key). Free means they may learn from it: fine for what is already public, never for your customers' data. Git: the 2018 outline said "use Git everyday", and what I would add is why Git won. Not because of GitHub, but because it is a standard that any tool, any host and any person can read; sgit, in the next chapter, is the same kind of thing with the trust in a different place. If what a tool stores is not a format other tools can read, you are renting your own history. And the bill: models are paid for by the token, and the person who sees least is the user. A hook of 132 lines shows under each answer what a session read, how much came from the cache and what it cost; the session that wrote The tokens hook had read 99% from the cache, the difference at list prices between about $170 and about $1,950. You need the box under the answer, and the habit of looking at it.
added For Dinis: what a founder on their first product should expect to pay in a month, for one site, one vault and a model on a free tier with their own key; the register says costs for a newcomer is still a gap, and only you have the receipts.
added ## The file system is the database
added Here is a rule I have held for years: you do not need a database. The file system is the database. A database server is a large, stateful, always-on thing you have to provision, secure, back up and pay for whether or not anyone is using it; it fails the by-the-hour test before you have a customer. Load the state, work on it in memory, save it back. I call the pattern LETS, Load, Extract, Transform, Save: a cache, a database and an audit trail in one, with Git as its history.
added If you run a business on a shared spreadsheet you already know this; what you lacked was a way to query the file, and now the newsroom runs two real database engines inside the browser, over the JSON files its pages are built from. The database is the files; the engines are just readers. The 2018 outline on micro-services worried about a constellation of services nobody understands. Files have the opposite property: every piece of state is a thing you can open.
added ## No server, by design
added The second step crept up on me over months, and the newsroom made it explicit: retire the back end too. The newsroom keeps personas, charges by the share of a page read, takes money and runs SQL over its own data, and none of that logic runs on a server. What is left is commodity: static hosting, a vault server that stores only ciphertext, a payment provider's hosted page, DNS and a build pipeline. I am not saying there are no servers. It is no servers of mine with logic in them.
added I did not choose this architecture and then add encryption. Encryption came first, and the client-side design followed, because the vault server cannot read a byte, so anything that reads the user's data has to run where the key is: in the browser. A server that cannot read has nothing to compute, so there is no server code to deploy or patch.
added Here is what no server buys a company, from a product we built in August 2026 that turns a voice note into a transcript and a debrief, in the browser, on the user's own key, with nothing stored. We never see the audio. That one fact removes, at a stroke: data custody and its governance; a place where a breach can happen; a billing system; a database of users; a thing that has to scale; a thing that has to be up at three in the morning, and a person to wake. Add a server and every item comes back. "That is not one feature; it is a different company, with a different cost base and a different risk register." No server is the product, not a preference. Its first three weeks, 239 commits and 27 releases, are what moving fast looks like, because the complexity of the moving parts is what decides how fast you can move.
added There is one honest limit, and a founder meets it first. Anything the user must not hold cannot live in the user's browser. A static site has no place to keep a secret, so a chat box on one cannot hold an API key; the honest answers are the reader's own key, or a bridge through a vault. The voice product met the same wall as a billing question: a capped key per paying user, metered by the provider, was the plan, and the provider's terms, not the architecture, stopped it. The route left, a metering proxy, is the smallest possible backend and still a backend: the audio passes through it, and custody, scaling and on-call all return. Servers are not bad; a bank's ledger needs shared, live state. The pattern is for products where each user's state is theirs, which is most first products, and the next chapter is about the key that makes it work.
added ## The code must not know it moved
added One more thing a founder in Europe will be asked, usually by the first serious customer: where is the data, and could you move it? At a digital sovereignty event in October 2026, one conversation kept returning to the same point. What stops workloads moving is not policy or price. It is code. Every call to S3, EC2 and IAM is written into applications that work today and that nobody wants to touch. A hyperscaler's European cloud does not answer it: your code still talks to one vendor's API under one vendor's terms. Sovereignty that depends on one company's API is sovereignty by permission.
added So the requirement is that the application must not know it has moved. Not one line changes. The same calls land on a twin: an open source interface to a real system, valued for one thing, that the client cannot tell the difference. The twin decides where the bytes go: real S3, an sgit vault, a European operator's data centre, a laptop. Switching a mock costs a code path; switching a twin costs an endpoint, and if it costs an endpoint, migration is a configuration decision rather than a project, and projects get cancelled. The S3 twin exists, as open source; EC2 and IAM do not yet. And none of it works if the twin layer is closed: swap one vendor's API for another vendor's wrapper and the lock-in has moved, not gone.
added For a company with no servers of its own this is cheap to honour from day one: your product's state is files in a vault whose key the user holds, so make where the files live a setting, and the customer's question has a one-word answer. Shipped means the user has it takes the same twin into testing, where it may matter even more.
added ## 24. Privacy by design: SG/Send, sgit, and the value of constraints
added There is a category of file with nowhere good to live. A risk register with real system names in it. An analysis that is still being argued about. The working memory of an agent that has read your codebase for a month. Client material under NDA. If you have run anything in a regulated field, you know the shape: it wants history, branches, diffs and a link you can send to one person, and it is the reason people say "we can't put that in GitHub". So it ends up in a shared drive, or in a thread nobody can diff. A founder meets this on the first day, because the first customer's data is exactly this kind of file. The first edition had a whole part on security, and it was mostly bullets. This chapter is one of the ones I would have written.
added ## Git for things you cannot put on GitHub
added sgit is git for those files. Everything is encrypted before it leaves your machine, versioned like git, and stored on a server that holds ciphertext and nothing else: not your filenames, not your directory structure, not your commit messages. There is no key escrow, no admin override and no support engineer who can recover it for you, and that last part is a feature with a real cost, which I would rather say up front than have you find out.
added Zero knowledge is a claim people make loosely, so here is what it looks like from the machine's side. One object in a published vault is 786 bytes of AES-256-GCM ciphertext, named by the SHA-256 of the encrypted bytes. Because the name is a hash of the ciphertext, the host can deduplicate it, cache it for a year and serve it from a CDN while remaining unable to tell you what it is. Underneath is a real version control system rather than a sync folder: multi-parent commits, a tree per directory, a merge-base computation and three-way merge, all working on content the server cannot interpret. Before I wrote the article this comes from, in August 2026, I cloned all nineteen published vaults from their published keys: 1,389 files, no failures. Status, plainly: sgit is beta and says so on every page; it is a pip install, pure Python, Apache-2.0. In 2018, in Backup your life, I wrote that the fewer secrets you have the easier it is to back up the rest, and that I pushed as much as I could to GitHub and trusted its backups over mine. The 2026 version of the same habit is to back up into a vault whose key you hold.
added ## One string, and the key you can publish
added What makes it work is a single string: a passphrase and a vault id. That is the vault key, and it is three things at once: the address of the vault, the authorisation to write to it, and the key that decrypts it. Lose it and the data is gone. Leak it and someone can rewrite your history.
added From it you can derive, one way, a read key: same vault, read-only, safe to publish. That asymmetry is the whole sharing model. The read key is the entire credential, with no account, no login and no access request, and every vault linked from sgit.ai is published as one. No vault key has ever been published, a rule enforced by a tripwire in the release pipeline that scans every file before either remote is touched. The site this book is made on runs on the same rule: the public read key is the only key that belongs in its repository, and the build refuses the private prefix. In the browser the key sits after the # in the address, which browsers do not send to the server. Beside the vault key sit credentials made for one job each: a write key the server checks as a hash, an append token that writes one message to one lane and nothing else, and a key pair for sealing something that only its holder can open.
added The part that surprises people is that a vault can contain an application, not only documents, and the application runs against the vault without ever being handed a credential. Its manifest declares permissions of nothing; the host reads the vault and passes results in; the app never sees a key. Capability without credential: you can run code you did not write against data you care about, with the blast radius set by a config file you can read in one screen. The same shape holds for a model. On a static site a chat box has nowhere to keep an API key, so the plan on sgit.ai is a bridge: the key lives below the permission floor, the host makes the call, and the app never sees it. The qualification travels with the claim, in the bridge's own words: it "protects your key; it is not yet a boundary that prevents all egress". It protects the credential you trusted it with. It does not yet stop a malicious app calling a provider with a credential of its own. Controlling your agent: RiskMandate is where that gap gets written down.
added ## Protect the keys, not the data
added The security benefit of all this is the one everyone expects, and it is real. When the server can read what it stores, all of it has to be protected: every copy, backup, log and replica, and every person and process with access. When the server holds ciphertext named by the hash of that ciphertext, the problem moves to protecting the keys, which is a much smaller problem.
added The sovereignty benefit is less obvious. The line stops being where the data is stored and becomes who holds the keys. So the data can sit with a provider, or in a country, that has sovereignty gaps, and you remain sovereign over it and able to move it. The European Data Protection Board takes exactly this case, storage that does not need the data in the clear, and concludes that with strong encryption and keys "retained solely under the control of the data exporter", "the EDPB considers that the encryption performed provides an effective supplementary measure." For a founder selling into Europe that paragraph is worth more than a data centre.
added The cost is that everything that matters is now in the key, so key management is where the effort goes. I use two homes. A password manager, for the keys I hold as a person; that is, and will stay, my preferred answer, even though the integration I want does not exist yet and today it is a careful paste into an entry of the right kind. And a registry, for everything the agents create: a private vault, run by its own isolated session with no other access, the vault of vaults, so a key is never lost and never has to live in a browser tab or a chat. Remembering keys under aliases on one machine is a convenience, not a management system. Once agents create vaults several times a day, as mine do, nothing less than a system works.
added The weakest step is giving a key to another agent, because the agent platforms have no secrets per session. On the platform I use most, the documentation is direct: an environment variable is one that "any command Claude runs can read", and "Anyone who uses the environment can read the values". A network secret keeps a key outside the machine, but it cannot help with a vault key, because decryption happens inside the session. So today a key for another agent travels in the prompt, which puts it in a transcript; in an environment variable, which every session can read; or not at all, with the agent making its own vault and sending the key back, which is the pattern I use most. The next chapter has the handover.
added ## Write-only lanes
added The piece that makes "not at all" work, and that lets a site with no server take input, is the append lane. A lane is a write-only channel attached to a vault. A sender holds a token for one lane and the owner's public key, seals its message to that key, and sends it with a single POST. The owner decrypts with a private key that never leaves them. The server keeps only hashes and ciphertext, so compromising it yields hashes and ciphertext. One lane per sender, so one can be revoked without touching the others.
added That shape turns out to be useful for far more than messages. I use lanes for key handover; for logs and observations from sessions that hold no vault key; for what a reader fills in on a web page, which is how the newsroom's sign-ups reach us from a site with no server; and for messages between agents on different platforms with different owners, where neither of us holds the other's key. It is a little like email. And the token is still a secret: it cannot read, but with the vault id it authorises writes, so I hand one out per sender and never publish it. For honesty's sake: the lane is the one part of the vault server that needs a small piece of server logic. Everything else would work over read-only files in a bucket.
added ## Two corrections
added Two things in this chapter I got wrong first, and the book should not repeat them.
added The first is the order I told it in. When we describe sgit we start with the encryption, and I did too. But I do not think anyone will buy sgit because it is encrypted. Encryption is an important property, not a reason to choose a tool. If sgit succeeds, it will be because it has better features and better workflows, and what took me a while to see is where those came from: the constraint. Innovation needs constraints and the loop of trying, failing and shipping, and the encryption was the constraint that shaped sgit most. The usual reason for a server is to serve a client just the files it needs; sgit could not do that on the server, so it does it in version control, and a partial clone carries every folder you did not ask for by its id. With immutable encrypted objects, a read is a plain GET, so any static host can serve a vault. Each is a better engineering decision than the server-side one would have been. The research is more careful than the slogan: a review found "an inverted U-shaped effect of constraints on creativity and innovation", which is to say some constraint helps and too much hurts. The same applies to what you build for your customers. Take things away until it hurts, and stop there, because past that point it gets worse. The best product is not the one you use because you have to; it is the one that hurts when you stop. I have a stake here, sgit is mine, and the market will decide.
added For Dinis: the register flags a tension: the frame article presents SG/Send and sgit by their privacy property, and The value of constraints says nobody buys them for it. Which does the book lead with when it names them, the workflow or the property?
added The second correction is about the law. My memo said that with the data encrypted you do not have to worry about GDPR. That is too strong. For whoever holds the keys, encrypted personal data is still personal data; the UK regulator says not to "think the encrypted data is not subject to the UK GDPR", and storing it is still processing. The controller's duties stay. What encryption does is reduce the exposure, and the law recognises it: Article 32 lists encryption as a security measure, and under Article 34(3)(a) a breach need not be communicated to the people affected if the data was made "unintelligible to any person who is not authorised to access it, such as encryption", provided the key was not lost with it. The Court of Justice held in September 2025 that pseudonymised data is not personal data "in all cases and for every person", which may help a store that never has the keys, though that store still processes data on someone's behalf, under a contract. None of this is legal advice. The 2018 outline on GDPR had one line, "Know your rights", and never got further; the line I would add now is that client-side encryption gives a founder much less to worry about, not nothing.
changed ## 16. 25. Controlling your agent, and security for the agent era agent: RiskMandate
changed The first edition had a whole part on security, and most of it is bullets I never wrote up. Learn to Hack was four lines, the last of them the one that mattered: "in order to write secure code you need to understand how to exploit it". Threat Modeling said the technique "helps with the two curses of developers": changes to the brief, and the lack of accountability for those changes. them. Then the thing that takes the brief became an agent. agent, and a company now runs on several. This is the chapter for the person founder who will be asked, by a customer before the contract or a board after something goes wrong, what the agent was allowed to do.
removed There are four kinds of barrier, and only one bounds anything: nothing; a rule written in the prompt; a setting the agent's own account can change; and a boundary enforced above the agent, out of its reach. The test is one sentence: "A control bounds a grant only if it is enforced by something the grant does not include." Most of what gets called an agent control is a line in a prompt. I call that hope-based security: the rule holds because the model keeps it. The agent that writes the newsroom works under a policy of eleven rules, and when I measured it, ten were kept by the agent's good behaviour. Rules in a prompt are hope. Rules in a hook, a gateway or the platform are enforcement. Are hooks the sweet spot? records my attempt to move those eleven rules into hooks: four moved fully, two mostly, three partly and two not at all.
removed One company that rebuilds open source from source keeps a public ledger of supply-chain attacks: 28 incidents from May 2024 to October 2026, 23 of them from 2026. Every row is reach beyond mandate. By my reading, a control on the consumer's side would likely have held in 26 of the 28; a written answer to what a credential was for, on the publisher's side, in 16. The first is a product you can buy. The second is a document almost nobody has written. My 2018 outline on third-party modules had seen half of it: the reason more libraries had not been compromised was not that they were built securely, it was that attackers had no business model. They have one now, and the next maintainer holding a publish token is an agent.
removed ## Code is a liability
removed Every line of code that ships is a capability. In my career the vulnerability was rarely in the thing the application was for. It was in something the application could also do, that nobody had asked it to. A library that parses a hundred formats, in an application that reads one, has a reach of a hundred and a mandate of one.
removed Log4Shell is the clean example. In 2013 someone asked for a convenience, a lookup inside log messages, and anyone who could get a string into a log could make the server fetch and run code. The fix was not a patch; version 2.16.0 said "Completely remove support for Message Lookups". My 2018 outline Strings should be banned was the same instinct: "You never want a string, you want a specific type". A string is a grant of anything.
removed I have argued for removing code for years, and it never scaled. Removing code safely needs a map of what each piece is for and tests good enough to prove nothing broke, and vendors were paid for new features, not for less. Both are weaker now, because the most useful thing models have done for my engineering is not writing the feature but everything around it: the harness, the fixtures, the check that proves a change broke nothing that matters. We measured it on our own tool: of 1,500 files in sgit and its dependencies, 428 ran for one real use case, and a tree holding only those passed it. Commands outside the use case failed, because their code was not there. The capability is gone, not just unused. The minimum code below records the limits too.
removed So the direction of travel is the minimal viable code path: the smallest code that does exactly the job. The best code to protect is the code that is not there. If you want one line on a CV that a security person will stop at, it is a pull request that removed something, with the proof that nothing broke.
removed ## Learn to hack, and name the attacker
removed The 2018 line still holds: to write secure code you need to understand how to exploit it. Security creates better developers said why: security "requires to go deep", and it promotes a problem-solving, pragmatic approach that is useful everywhere else. In my 2016 keynote in Lisbon I put it as a definition: if the word hack means to solve problems, then hacking a country means finding new ways to solve its problems. In 2016 learning to hack meant learning to code first. Now a sixteen-year-old can explore a system by talking to it, with a mandate that says what they may and may not touch.
removed My own habit, when most of my work was finding vulnerabilities, was the bookmarklet: a bookmark whose address is a line of JavaScript, so an attack is something you click rather than describe. On one assessment I wrapped a flaw that let one user see data they should never have seen in a bookmarklet with a quick interface, and handed it to the business owner. She was far more excited about the interface than about the vulnerability. Fix the page yourself tells the story. Learning to break things teaches you how they work, and sometimes how they should have worked.
removed Then draw the line where the attacker is, not above it. Three questions come before any control: who is the threat agent, what is the attack vector, and how sophisticated are they. Who are you protecting against? turns that into a ladder of six tiers, from your own mistakes to states. The encouraging truth is at the bottom, in the NCSC's words: "Organisations that defend effectively against commodity threats present a very hard target for all attackers." Draw the line too high and you protect against an attacker who is not there: sell something better than what the customer has, not something beyond what they need.
changed When you connect an agent to something, it gets a credential, and that credential lets it do far more than the job you had in mind. So before you give an agent access, write down four things. Its reach: what the credential actually lets it touch. Its mandate: what you authorised it to do. The gap between them, which What can your agent reach? calls "authority nobody ever accepted". And for every capability in the gap, the barrier: what actually stands in the way. That document is an Agent Behaviour Policy, and the goal is the smallest mandate, the smallest reach, the smallest gap.
added There are four kinds of barrier, and only one bounds anything: nothing; a rule written in the prompt; a setting the agent's own account can change; and a boundary enforced above the agent, out of its reach. The test is one sentence: "A control bounds a grant only if it is enforced by something the grant does not include." Rules in a prompt are hope; rules in a hook, a gateway or the platform are enforcement. Add one more fact to each rule, whether a named person has accepted the risk of it not being enforced, with an expiry, and every rule lands in one of three states: backed by a control, governed by an accepted risk, or resting on hope. In a worked example of one firm's inbox agent, five of seventeen rules had a control, six an accepted risk and six were hope: illustrative proportions, but with an agent it can be counted.
added Reach is not a document; it is the output of a calculation, so ask what calculates it and whether it is wired to your pipeline. Add a connector and the reach grows, the gap recomputes and a re-review follows. The mandate is locked business logic, so new capability can only land in the gap as excess, never as new authority. Unbounded includes volume: £10,000 per action, a thousand actions, a £10 million exposure.
changed A behaviour policy answers "may it?". It does not answer "is it right?". An agent allowed to refund up to $200 refunds $150 to a customer owed $120, and every control passes. So there are three policies, not one. Behaviour behaviour says what the agent may do. Decision says, do, decision says who chooses at a branch point, who chooses, point and on what evidence, within what limits, and who is called when the case is out of bounds. Workflow workflow says which steps run, run in what order.
added RiskMandate's try-it page is thirteen prompts you paste into the assistant you already have connected to your mail. The first asks it to list its own tools: "the list is longer than the tile that sold it". The second asks what you actually wanted it for, in three lists, wanted, refused, never mentioned: "the correction is almost always downward". The third writes the gap down. Twenty minutes, and a self-report: the cheapest evidence there is, and the weakest.
added ## The policy beside the prompt
added Why is a rule in a prompt only hope? Because models do not separate code from data. In a computer, instructions and data are kept apart, and the worst bugs in history, from buffer overflows to SQL injection, are what happens when that separation breaks. In a language model there is no separation to break: every instruction and every piece of content arrives in the same channel, which is why the UK's National Cyber Security Centre said in December 2025 that prompt injection may never be mitigated the way SQL injection was. Simon Willison's phrase is "LLMs follow instructions in content". The vendor says the same of its own product: its permission rules "are enforced by Claude Code, not by the model".
added So here is a proposal. An agent today gets a system prompt from its vendor and a prompt from us. It should get a third input, a behaviour policy written to a published standard, which the vendor accepts as part of the deployment, enforces as far as the platform can see, reports every breach against, and eventually answers for. The user answers for what is outside the policy, the vendor for what is inside it, instead of the user being liable for everything because they clicked allow. Most agents already run a hidden policy of their own: Claude in Chrome will not type a password, and that is a policy you cannot point to in a dispute. No vendor accepts a policy as an input today in this sense.
added The vendors should want it, for the reason aviation and payments got safe. At 1995's rate of 2.72 fatal airliner accidents per million flights, 2025's 38.7 million flights would have meant about 105; there were 12, because every crash anywhere was news. Payments got its security because the liability moved onto the companies: a US cardholder liable for at most $50 since 1970, £35 in the UK, and UK banks reimbursing scam victims up to £85,000 since October 2024. The improvement comes where a rule, a liability that lands on the company and a risk to the business model point the same way, and agents can be that case.
added ## The policy is the business
added The first rules anybody writes for an agent are mechanical and the same everywhere: do not send, only draft; do not delete; use your own account. A few questions in, you are describing the business. Which drafts may it send? Can it mention a price? Can it write to a client in dispute? Those rules come in layers with different owners: the function, the process, the relationship, and what the company is for. Vendors stop at the mechanics, because a vendor that models each customer's business becomes a consultancy. A skill says how; a policy layer says what is allowed, who owns the rule and what stands in the way of breaking it. Written together, they are the business codified for an agent, and only the business can write them.
added Why has nobody written this down before? Because the software was the law. A clerk could not send an unapproved invoice because the finance system had no button for it until the approval was recorded. An agent works through APIs, not screens. It can call the endpoint the button would have called, so the rule the interface enforced by omission is no longer enforced unless somebody writes it down and something enforces it.
added Read by a buyer, the same document says something else. It says which identity the agent uses, what it may read, write, not do and spend, and which risks were accepted by whom. A buyer reads the blast radius off it: a deploy agent whose identity has no merge right and no production credential can at most break staging. "The moment of authorisation is not when you allow the agent to do something, it is the moment you give them the permissions." A vendor with agents in its pipeline and no policy to show has agents whose blast radius nobody has written down, which is a finding before any code is read.
added ## Who can pull the plug
added Most AI projects do not fail technically; they stall when the business asks: can you stop it, what if it issues ten thousand of something, who is liable. Every board asks the same thing about an agent in one sentence: who can pull the plug, how fast, what breaks, and what cannot be undone. A deployed agent's risk cannot be denied, only accepted, by a named owner, for an interval. An agent that cannot be stopped is far riskier than one that can, so containment (terminate, revoke, block, quarantine, ticket) is designed in advance and executed by the company's own stack. RiskMandate is not inline, not an insurer and not a one-button solution; it makes agents insurable and does not insure them. I have a stake in it, and I say so.
added ## Secrets, and small vaults
added A rule from running agents every day: an agent told something cannot untell it. A transcript is a durable artefact that is retained, can be exported and outlives the session; two keys in my own estate were rotated because they were displayed and the display was captured. So the secret goes from the drop into the tool, never into the chat. The handover that replaced pasting a vault key: the agent seals the key to the registry's public key, sends it with one POST on a write-only lane, and replies with only the vault id and the HTTP response, so no transcript holds the key.
added Classify the credential before it touches anything. When we published seven vaults in a fortnight, three arrived as a vault key described as a read key; a catch that depends on somebody looking is not a control, so it became a tripwire in the build. The shape to fear has a name, the lethal trifecta: private data, untrusted content and a way out, in one place.
added Working this way you start making very small vaults for very specific things: one for the two or three agents on a job, in which they talk and work through versioned, encrypted files. A leaked key then exposes one small vault and one conversation, not an inbox, a drive or an account, and every word is on the record for the person who holds the keys.
added ## Security as a business tool
added Every line of code that ships is a capability, and the vulnerability is usually in one nobody asked for. Log4Shell was a convenience, a lookup inside log messages, and the fix was not a patch: version 2.16.0 said "Completely remove support for Message Lookups". My 2018 outline Strings should be banned had the same instinct: a string is a grant of anything. We measured the idea on our own tool: of 1,500 files in sgit and its dependencies, 428 ran for one real use case, and a tree holding only those passed it. The best code to protect is the code that is not there.
added The 2018 line still holds: to write secure code you need to understand how to exploit it. In my 2016 keynote in Lisbon I defined it: to hack means to solve problems. My own habit was the bookmarklet, an attack you click rather than describe, and the business owner I handed one to cared more about the interface than the flaw. Who are you protecting against? is a ladder of six tiers, from your own mistakes to states, and the encouraging truth is at the bottom, in the NCSC's words: "Organisations that defend effectively against commodity threats present a very hard target for all attackers."
added That experience is what lets me say: yes, ship it with a list of gaps. The newsroom's reading meter runs entirely in the browser, and No server, by design writes the gaps down: a reader can edit their balance, start again in a private window, credit themselves with an invented payment id. Every one changes a number only the cheater sees. Closing them would need accounts, a database and a server; the model names what would change the call. Ask who you are protecting against. Accept, in writing, what does not match the threat. Name the condition that would make the gaps unacceptable. The 2018 threat-modelling outline ended with the right sentence: a threat model "leads to the creation of risks which are then given to the business owners". In your company, that owner is you.
removed ## Secrets never in the chat
removed A rule from running agents every day. The more a prompt insists that a value is a secret, the more likely the model is to refuse to use it at all. And an agent told something cannot untell it: the session transcript holds everything the model was told. So the secret goes from the drop into the tool, never into the chat. The instructions say what to run; the secret travels through a pipe into the command and never enters the prompt, the transcript or the model's context. Handing secrets to agents ran that end to end.
removed The rule before that one is to classify the credential before it touches anything. When we published seven encrypted vaults in a fortnight, three arrived as a vault key, which is write access, described as a read key. They were caught by shape, and a catch that depends on somebody looking is not a control, so it became a script, then a tripwire in the build, which has caught its own author three times. As Seven vaults, one method puts it, "a rule that only catches other people is not a rule." The 2018 chapter The future needs you set a project for exactly this: a tool to search git history, because secrets "deleted" with a commit are still there.
removed The shape to fear has a name, the lethal trifecta: private data, untrusted content and a way out, in one place. I ran a static reader over 899 public agent skills: 812 could reach something beyond their own scripts, and 39 had a feature their description never mentioned. The clearest case was an honest one, a skill that reads your chat history, searches a public forum and posts a report to a chat channel. It says so, and it still needs a control.
removed ## Security as a business tool
removed I have spent my career in security, and that experience is exactly what lets me say: yes, let's deploy a system with a list of security gaps, because the gaps do not match our readers. The newsroom's reading meter runs entirely in the browser, and No server, by design writes the gaps down. A reader can edit their balance in the developer tools, open a private window and start again at £5, open the topped-up page with an invented payment id and credit themselves. Every one of those changes a number only the cheater sees. Closing them would need accounts, a database, a server, a webhook and a sign-up wall between the reader and the page. The model also says what would change the call: if the balance ever unlocked something, the gaps would stop being acceptable, and that feature would get a signed receipt or a server, and not before.
removed Ask who you are protecting against. Accept, in writing, what does not match the threat. Name the condition that would make the gaps unacceptable. Then publish the threat model on one page and ask people who have seen the attack whether your line is too low or too high. The five synthetic readers we ran through the site found no security problem; what they found was that "credit can go below zero" reads as a debt to someone worried about money. The gaps' cost landed in the words on the page, and that is where we fixed it.
removed The 2018 threat-modelling outline ended with the right sentence: a threat model "leads to the creation of risks which are then given to the business owners". Every risk is already accepted; the only question is by whom. The person worth hiring is the one who can list the gaps, match them to the people who will actually use the thing, and say what would change the call.
added ## The model cannot be the barrier
added The vendor's own measurements of prompt injection in browser use went from a 23.6% attack success rate without mitigations to 11.2% in August 2025 and to about 1% in November 2025, a rate that in their words "still represents meaningful risk". A desktop shows an agent pages, documents and emails written by other people, so the question is not whether a page will try but what the agent can do when one succeeds. An egress allowlist limits where it can send; a box without secrets limits what it can send; a revocable identity limits for how long; a recording says what happened. The model's defences reduce how often that matters, and do not replace it. So: one mandate per task, written before the desktop exists, and the desktop configured from it. On 7 October 2026 every one of the nine properties of a locked-down desktop could be bought somewhere, and no single product had all nine.
changed ## 17. 26. Open source
changed Eight years on, everything in that chapter still holds, and the reason to do it has become clearer to me. me, and sharper now that the reader may be starting a company rather than joining one. It was never about contributions. It is that nobody can lock you in. in, and that includes you.
removed One thing I believed for a while, and was wrong about, because I hear it often from people your age: I thought the most open thing was not to licence at all. It is the opposite. With no licence, ordinary copyright applies and all rights are reserved. If you want people to use your work, you have to say so, and a licence is how you say it.
removed At an event in October 2026 I heard misconceptions that are now common among developers who use open source every day without having grown up in its culture, and What open source is, and what it is not corrects six of them. Anybody can change it, so nobody controls it: no, a few maintainers decide what goes in, and the control is real; it is just visible. Open source means anybody contributes: apart from a small minority of popular projects, almost every project is run by a handful of people, and that is its normal shape. It is more secure, or less secure, than proprietary software: neither; the metric is whether somebody had the time, and was paid, to review it. It costs nothing: somebody is always paying, and in one 2024 survey around 60% of maintainers described themselves as unpaid hobbyists. Open weights are open source: no, weights are a compiled binary. And the sixth is the one I just confessed to.
removed Through all of it, one sentence from 2018 is the one I would keep. When I see an application given away for free, as in zero cost rather than as in freedom, "I always think 'What is their agenda?'" Open source is a way of thinking about code in which there is no lock-in on the user by the creator.
changed Open source is a copyright licence. Copyright gives licence: the person who creates a work holder using the right to control copying; an open source licence is the holder using exactly that right copying to grant the opposite: opposite, you may copy, use, change and share, on these terms. The GNU General Public License, in 1989, made sharing a condition: build on it and distribute condition; the result, and the result carries the same licence. Critics called that viral. The term "open source" came in 1998, after Netscape decided to release its browser's source, 1998 as a pragmatic reframing of the same freedoms for businesses. Linux, the most pragmatic project of all, stayed on the GPL. The repositories behind the newsroom are Apache 2.0 for code and Creative Commons for writing, and this book is CC BY 4.0, as the first edition was.
added One thing I believed for a while, and was wrong about: that the most open thing was not to licence at all. With no licence, all rights are reserved; if you want people to use your work, a licence is how you say so.
added At an event in October 2026 I heard misconceptions that are now common among developers who use open source every day without having grown up in its culture, and What open source is, and what it is not corrects six: that nobody controls it (a few maintainers do, visibly); that anybody contributes (almost every project is a handful of people); that it is more, or less, secure than proprietary software (the metric is whether somebody was paid to review it); that it costs nothing; that open weights are open source (weights are a compiled binary); and the one I just confessed to. Through all of it, one sentence from 2018 is the one I would keep. When I see an application given away for free, as in zero cost rather than as in freedom, "I always think 'What is their agenda?'"
removed Here is why that matters to a company, and to anyone deciding where to work. In a healthy startup everything is open source, so the technology is not the moat; customers stay for the service, the quality and the trust. Now ask what happens when one corner goes wrong. In a closed company, whoever holds control decides. In an open source company every corner has an exit, and the exit takes the technology with it. If the founders stop executing, investors can fund a team to run the same code next door. If a new owner changes direction or the licence, the founders can leave with the code, as long as no broad non-compete stops them. If anyone lets the customers down, the customers can move, as long as their data moves with them. The fork next door lays the triangle out.
removed Forks are rare and serious: in a study of 220 significant forks, only 7 merged back, and the famous ones that took hold all followed a breakdown, a new owner, a governance fight, a licence change. The reverse case is just as instructive. MariaDB was created in 2009 to protect MySQL from its new owners, and MySQL kept shipping, so the fork stayed a hedge. When I counted the commits to MySQL's main repository they had fallen from about 8,900 in 2019 to about 2,800 in 2025, which is the moment the argument predicts the fork should start to grow. That is a prediction, and it can be checked. So the real defence is not a licence or a patent. It is execution, and in the agent era, speed. The moat is a rate, not a wall: a competitor who forks today gets your position, not your velocity.
removed The security argument has moved too. Eric Raymond's line in The Cathedral and the Bazaar was "Given enough eyeballs, all bugs are shallow", and the honest answer was always that the eyeballs were not there: open source had the code in view and no budget for the slow reviews that find the hard bugs. Models can now run deep security reviews, over and over, on every change, at a cost that used to buy one consultant for a day. The eyeballs get cheap tells one project's year through its maintainer's own posts. curl's bug bounty had found 87 confirmed vulnerabilities over its life, and by 2025 "Not even one in twenty was real", so it ended. Then careful tools landed real bugs, "somewhere between two and three hundred bugfixes". Then a frontier scan found one vulnerability, "yes, as in singular one", of low severity. That is a project getting harder to break, wave by wave. The thing open source lacked was paid attention, and that is what just became abundant. It is why I think open source is about to become the most secure software we have.
added Here is why that matters to a company. In a healthy startup everything is open source, so the technology is not the moat; customers stay for the service, the quality and the trust. Now ask what happens when one corner goes wrong. In an open source company every corner has an exit, and the exit takes the technology with it. If the founders stop executing, investors can fund a team to run the same code next door. If a new owner changes direction or the licence, the founders can leave with the code. If anyone lets the customers down, the customers can move, as long as their data moves with them. The fork next door lays the triangle out.
added Forks are rare and serious: in a study of 220 significant forks, only 7 merged back. So the real defence is execution, and in the agent era, speed. The moat is a rate, not a wall: "A competitor who forks our code today gets our position as of today. They do not get our velocity."
added This is also the answer to the investor who asks what happens if the founder goes rogue, which Fund it, or do not comes back to. In a conventional round, control is the insurance: the right to replace the founder. Here the fork is the insurance: the right to replace the company. The fork disciplines the founder because it is possible and protects the founder because it is slow. Two conditions make it real: a genuinely open licence, not open core, and a copyright structure not gathered into one corporate holder. The same protection works for your customer: with the code open and the record kept, "who will fix it?" has many answers, your team, the partner, another partner, or the agents, under a mandate, reading the record.
added The security argument has moved too. Eric Raymond's line was "Given enough eyeballs, all bugs are shallow", and the honest answer was always that the eyeballs were not there. Models can now run deep security reviews, over and over, at a cost that used to buy one consultant for a day; The eyeballs get cheap tells curl's year, ending with a frontier scan that found one vulnerability, "yes, as in singular one". The thing open source lacked was paid attention, and that is what just became abundant. It is why I think open source is about to become the most secure software we have.
added ## Open source is not free
added Somebody is paying for open source, even if only with their time. I gave my agents an old iMac as a desktop of their own, clean-installed with the newest system it would take, and the package manager would not install, the container tool would not install. Every project that dropped that machine did it for the same reason: supporting it costs money, in CI hardware and maintainer time, and the people who still need the support are not the ones paying.
added The long tail is measurable and not small. In Homebrew's install analytics, 6.99% of macOS install events in the last 30 days, and 16.66% over a year, came from versions older than the newest three; on PyPI, 18.55% of pip downloads run on end-of-life Python. Money flows to old versions when a vendor owns them and not when a community does: Oracle earned $19.8 billion from support last year; Red Hat's subscriptions ran at about 93% gross margin; open source as a whole receives about 0.09% of its estimated value in investment, and in one survey 60% of maintainers describe themselves as unpaid hobbyists. The xz maintainer wrote "this is an unpaid hobby project" two years before the backdoor. The question was never whether somebody pays. It is whether the people who get the value have an easy way to pay for it.
added ## All of it, or it is an evaluation version
added For a founder, open source is a constraint, and its value is in what it takes away. There is no private code. That makes the code easy to deploy, run and change, including by the customer, which solves a lot of sovereignty problems on its own. And it removes two temptations. The first is to lock the customer in; without lock-in, the only reason anyone uses the product is that they want to, and the best product is not the one you use because you have to but the one that hurts when you stop. The second is what I think is the curse of most startups: they win customers, and the customers get them to build every feature and integration only they need, until the roadmap belongs to everyone but the startup. With open source the answer is: here is the code; integrate it yourself, or pay us to do that specific thing.
added That is why you cannot open source half of it. A community edition that turns proprietary as soon as you use it for real is an evaluation version with a better name. Elastic, HashiCorp and Redis each moved to a licence that is not open source, each produced a well-funded fork backed by the cloud providers it targeted, OpenSearch, OpenTofu and Valkey, and two of the three have since added an open licence back. The Open Source Initiative's verdict on one of those licences was that it was not an open source licence at all.
added ## Sell the build, not the code
added So what do you sell? The two constraints, open code and a server that holds nothing, remove a lot of bad business decisions and leave the good one: you cannot sell access to the code or rent the data back, so you sell customisation, and keeping it working. Everything RiskMandate and sgit build is open source: policies, code, vaults, backend. What the customer buys is a customised, maintained build for them, sometimes with fewer features and so less attack surface, tested on their target, kept working as models, connectors and threats change, with someone accountable for it, and cheaper through us than doing it themselves. The moat is delivery, maintenance and trust, not lock-in.
added I tested whether that pays in a model of one project at Homebrew's scale with one long-tail target to keep alive. Donations covered the cost in 24% of draws. Supported builds sold to individuals at about £1.80 a machine a year covered it in half the draws with typical conversion, and no price reached nine in ten. Customised builds for companies, priced below what it costs them to keep the tool working themselves, covered it in 94%. It is a model, not a forecast. But the shape is the one I would build a company on. Not a donation, and not a licence that gives you a reason to make the free version worse. "The value is the support, not the code, so the code can stay open."
removed There is a quieter benefit, and it is the one I feel most in my own work. When everything I build is open source, I do not have a moat I have to keep using. There is no part of the stack I built that I need to protect from being replaced, and I am usually the first to try to replace it when something better appears. I wrote a library called Memory-FS; if the browser and a vault do its job for an application, the application stops using it. The habit is to ask of every component whether it is still earning its place, and open source removes the one bad reason to say yes: that I built it. Building blocks leans on that habit throughout.
removed The 2018 chapter made the personal version of the same point. Release your code and your future self can still reach it; move companies and you can still use what you built.
added There is a quieter benefit, and it is the one I feel most in my own work. When everything I build is open source, I do not have a moat I have to keep using. There is no part of the stack I need to protect from being replaced, and I am usually the first to try to replace it when something better appears. The habit is to ask of every component whether it is still earning its place, and open source removes the one bad reason to say yes: that I built it. Serverless, for real leans on that habit throughout, and The question is whether they miss it adds the founder's version: build in the open and the work is still yours when you move on. You leave with your tools.
changed Now the part for the person looking for reader going into a job. job rather than making one. In 2018 I wrote that a great way to get a job in a company is to contribute to an open source project hosted by that company, and the OWASP chapter put it more plainly: most projects, even the big ones, projects are maintained by a couple of people, and "ALL projects are desperate for contributors and help!" The chapter on getting the job said "Act like you are part all of the company", and them need help. Act as the job you want adds the 2026 version: if you are looking for a job, you have time, so do the work in public, where it can be linked, so that the people who want to help you can forward it. linked.
changed Here is what a good first contribution looks like now. On 16 October 2026, late in the evening, Mondweep Chakravorty opened a pull request against an agent framework with 9,625 commits on its main branch. It added one page, 83 lines of documentation, describing his adapter: a behaviour policy compiled into the framework's own rules, gating memory checkpoints into an encrypted vault. The maintainer merged it the next afternoon. Our first PR in Ruflo puts the pieces side by side, and the lesson is in why it got in so quickly. No check ran and no formal review was recorded; afternoon; what got it in was the page being specific about what it claims. It pinned the exact commits it depends on. It listed its evidence and its gaps in the same breath: "Semantic quality is NOT validated." It said what it was not: a documentation-only change. A page that does not oversell can be merged in under a day.
changed That is the bar, and it has risen since 2018. The small fixes a newcomer used to send can now be done by anyone with a model, and should be. 2018: curl's contribution rules now say that if you asked an AI tool to find problems, you must reveal that in your report. So that, so a first pull request today carries its provenance: provenance, what you did, what you checked, what you did not. The 2018 outline GitHub Flow was five bullets I never wrote up, "Learn how to do Forks, Commits and Pull Requests" among them; the mechanics take an afternoon with an agent beside you, and Your first workspace covers them. you.
changed I should say where this came from, because ideas have a lineage. My own shift into an open source mindset happened, as the 2018 chapter records, "20 years ago after I read" The Cathedral and the Bazaar, and the lesson I quoted then still stands: Bazaar: "Release early. Release often. And listen to your customers." Linus Torvalds built two of the things all of this stands on, Linux and Git, and Git is the shape of an argument I keep making: a tool that decentralises trust changes how people work together. Git. OWASP is where I learnt that knowledge compounds fastest in the open; the London chapter started over beers in a pub, open, and some of my best friends in the industry came from it. The 2018 chapter on Creative Commons quoted Tim O'Reilly, O'Reilly: "For a typical author, obscurity is a far greater threat than piracy".
removed ## 18. Building blocks
removed The first edition had a draft on the cloud that never got past its notes. One asked what you were waiting for, if you did not yet have a cloud account. The draft warned that the cloud "is as complex as an OS". True, and the wrong thing to tell you. You do not need to learn the cloud. You need to know what the blocks are, which are free, and how to have an agent click them together once, so the result is something you own and do not think about again. I am technical, and I could learn any of these platforms. I do not want to. If that is your position too, this chapter is the map.
removed ## Cloud as Lego
removed In October 2026 I mapped the developer platform of the company I keep my domains with, Cloudflare, as the smallest blocks a non-specialist could put together. Cloudflare as Lego blocks has the list, with the limits as the pages gave them on 18 October 2026, and they change. To put something on the web: static files, served free with no request limit; small pieces of code at the edge, 100,000 requests a day free. To keep data: object storage, 10 GB free with no charge for reading it out; a small SQL database; a key-value store. To think: hosted models with a free daily allowance, running on the platform's own machines, with a privacy page that says it does not train on what you send. To talk and guard: inbound email to your domain, free; a sign-in gate in front of anything, free for up to 50 users.
removed The blocks are more useful as packages, each the smallest set for one job: a site on your domain; your vault, hosted; an assistant over your documents; an inbox that does things; a form or a small API. We tested the hardest. A read-only vault needs no code at all: a published folder of encrypted files that any static host can serve. A read-write vault needs one function of 83 lines, one storage bucket and one tiny coordinator per vault, and we ran it in the platform's own runtime against the real client: create, push, clone, and no plaintext anywhere on the server.
removed The catch is setup, and it is a catch in your favour. The platform's API cannot be called from a web page, so the one-time setup is a deploy button, a temporary account, or an agent with a terminal that signs in, runs the commands and hands back the URL. That is fine, because it happens once. Your first workspace is where you learn to ask for it.
removed The 2018 chapter on Docker is the one piece of that part I would keep as it stands. A container is "a process that exposes a multi-layered file system as a fully isolated OS", and the point of learning it was to move from building environments by clicking buttons to writing them down as code. That instinct is still right.
removed ## Free models, with your own key
removed The block you will use most is a model, and the question is who pays. We checked every free offer we could find, as of 18 October 2026, against two tests: can anyone start free without a card, and can a web page call it directly, so the key goes from your browser to the provider and nowhere else. Four passed both: Groq, Google's Gemini through AI Studio, Mistral's free mode, and OpenRouter's free models. Free models, your own key has the table, and two warnings.
removed Free moves: in 2026 four offers we would have recommended at the start of the year disappeared or gained a card, GitHub Models among them, retired on 30 July. And free means they may learn from it. On the free tiers, assume your words may be kept, learned from and, on one of them, read by people. That is fine for material that is already public. Never for anything private, and your team's spreadsheet is private.
removed One more thing I would not let an agent do: create the account for you. What an agent does well is guide: open the right page, explain each setting, point at the privacy switch, check the key works, and store it where you choose.
removed ## Git is a standard, and what tokens cost
removed The 2018 outline on Git was a page of bullets I never wrote up, and it had the right ones: use Git as your backup, version all your documents, "use Git everyday". The line I would add now is why Git won. Not because of GitHub. Because it is a standard: a way of laying out objects that any tool, any host and any person can read. Your history is not in anyone's product. sgit, which the newsroom runs on, is the same kind of thing with one change, where the trust sits: everything is encrypted before it leaves your machine, and any storage that answers a plain read can serve it. sgit is a standard, not a server makes the case; there is a server, "and it is the least interesting part". When you choose a tool to keep your work in, ask whether what it stores is a format other tools can read. If not, you are renting your own history.
removed Then the bill. Models are paid for by the token, and the person who sees least is the user. I asked for a hook that shows, under each answer, what the session has read, how much came from the cache, what it wrote and roughly what it cost; the newsroom's agent built it in 132 lines. A prompt cannot do this job: asked to report its own usage, the model said, correctly, that it could not see the numbers. The hook could. The session that wrote The tokens hook had read 99% of its input from the cache, which at list prices is the difference between about $170 and about $1,950. You do not need to understand caching. You need the box under the answer, and the habit of looking at it.
removed For Dinis: what a newcomer like Priya should expect to pay in a month, for one site, one vault and a model on a free tier with their own key; the register says costs for a newcomer is still a gap, and only you have the receipts.
removed ## The file system is the database
removed Here is a rule I have held for years: you do not need a database. The file system is the database. A database server is a large, stateful, always-on thing that you have to provision, secure, back up, migrate and pay for, whether or not anyone is using it, and most of the time what it holds would be quite happy as files. Load the state, work on it in memory, save it back. I call the pattern LETS, Load, Extract, Transform, Save, and No server, by design traces it through the projects it runs. It is a cache, a database and an audit trail in one, and Git gives it history for free.
removed If you have run a team on a shared spreadsheet, you already know this. The spreadsheet is a file. What you did not have was a way to query it like a database without buying one. You do now: the newsroom runs two real database engines, compiled to run inside the browser, over the JSON files its pages are built from. The database is the files; the engines are just readers. The 2018 outline on micro-services worried about moving from one blob of code into a constellation of services nobody fully understands. Files have the opposite property: every piece of state is a thing you can open.
removed ## No server, by design
removed The second step crept up on me over months, and the newsroom made it explicit: retire the back end too. The newsroom today lands a reader as a persona, charges by the share of a page they read, takes money and runs SQL over its own data. None of that logic runs on a server. What is left on the server side is commodity: static hosting, a vault server that stores only ciphertext, a payment provider's hosted page, DNS and a build pipeline. I am not saying there are no servers. What there is not is a server of mine with application logic in it. Each of those is a product, used as it comes, replaceable by another that does the same job.
removed I did not choose this architecture and then add encryption. Encryption came first, and the client-side design followed, because the vault server cannot read a byte, so anything that needs to read the reader's data has to happen where the key is: in the browser. And once the logic is in the browser, the question changes from "where on the server should this go?" to "why would this need a server at all?" That is a question you can ask of any tool your team is sold, and you do not need to write code to ask it.
removed The results are the ones you would want. It scales without its complexity scaling: a hundred thousand readers mean a hundred thousand browsers each doing their own work, against a server side that serves cached files; the server's work grows with bandwidth, and its complexity does not grow at all. It ships fast: 114 releases between 1 and 11 October 2026, and the reading meter went from an experiment to a working pay-on-demand design in seven releases in an afternoon. And it lines up with the things I care about: sovereignty, because the reader holds the data and the keys; privacy as a property, because the server cannot read what it does not have; explainability, because the whole application is files anyone can read; determinism, because the same files give the same result.
removed The 2018 outline on serverless said the word does not mean no servers, and that it was important to understand the limitations. The word has been stretched since: it now sits on products that bill you every hour whether anyone uses them or not, one of them at $0.75 a cluster-hour. So here is my test: if it bills you by the hour when nobody is using it, it is not serverless, and whoever runs it has something running on their side. I would rather replace the word with three that each carry part of it: ephemeral, because it comes and goes with use and costs nothing when gone; town planner, Simon Wardley's word for something industrialised and mature; and services, because it is exposed for others to use. Ephemeral town planner services.
removed There is one honest limit. Anything the reader must not hold cannot live in the reader's browser: a shared key, a price that unlocks something. And this is not a claim that servers are bad. A trading system, a multiplayer game and a bank's ledger need shared, live, authoritative state. This pattern is for applications where each user's state is theirs. First the database went, and the work got simpler. Now the back end is going, and the work is getting faster. I do not know yet where the pattern stops, which is why it is worth pushing.
changed ## 19. 27. Shipped means the user has it
removed Everything about that sentence is worth sitting with. The checks were not weak. They were checking the wrong boundary.
added Everything about that sentence is worth sitting with. The checks were not weak. They were checking the wrong boundary. And for a founder the word at stake is the one the whole company turns on. Shipping does not mean a proof of concept, a demo, a video of a demo, or a prototype you walk somebody through on a call. It means "a thing somebody else can go and use, on their own, and get value from". It can be held together with tape; nobody using it cares how it was built. Getting a working thing into a stranger's hands is still, in 2026, genuinely hard, and solving that is not overhead. It is the first real product you build.
changed Publishing the site has three boundaries: source to remote, remote to deployment, deployment to reader. We were verifying the first two. Between the second and third sits a hosted build job with its own failure modes, and nothing in our release looked at it. What failed was not our code and not our content. The deploy job died before running a single step of its own, because the download of a third-party action it depends on was rate-limited: "429 (Too Many Requests)", three attempts, give up. The one job that puts bytes in front of readers could not fetch its own dependency. It is the ordinary case: the most likely thing to break in a deploy is not your code. It is a piece of shared infrastructure you do not run, on a day you were not thinking about it.
changed The site already had two rules of exactly this shape, and the third made the pattern obvious. A page nothing links to is unpublished; the build fails on an orphan, which happened once. orphan. A page the machine index omits is unpublished; the build fails if a page would be missing from the index for agents, and that happened too, a whole section silently absent. agents. A page the deploy never served is unpublished; now the release fails on it. All three are the same claim, and it is the title of this chapter: shipped is a fact about the reader, not about your repository. Every one was learned by getting it wrong first, which is the only reason the list is short and specific rather than long and aspirational. Green does not mean live also says what it does not fix: a partial deploy would pass.
added Files make releases cheap, and they also make it easy to ship something incomplete. When the newsroom moved to its own domain, 51 of the 527 figures in its articles did not come with it, and nothing failed in a way a server would have noticed, because the pages were files and they served. That is the cost of the speed Serverless, for real argues for, and it is why every release there ends by checking what is actually live.
changed The 2018 outline on testing had two lines I still say. If you make a change and no test breaks, you are making random changes, and you have no way of knowing whether they are still in effect tomorrow. And: if you do not have full coverage, what are the bits of code not covered by tests, and what happens when they change? The more coverage you have, the more changes you are happy to make, and hundreds of small changes are the only way I know to build something good that lasts. The outline also wanted tests that run as you lift your fingers or press save; now Now that an agent writes the harness, there is no excuse for not having that.
changed In October 2026 I measured the newsroom against that standard, and it is a fair picture of explorer code that has just started taking money. The live reader code was about 2,700 lines. The tests that covered it were 433 lines, and the one workflow the repository had never ran them. The same application had two upstreams, with two diverging copies of the meter. No page set a content security policy. It is also exactly what has to change before the next wave, because a reader can now pay £5 by card. A mistake in the meter is a mistake with someone's money. money, and the day your company takes its first payment is the day this chapter stops being advice.
changed The line that moved is the one Explorer coding, not vibe coding, and the handover draws. Explorer code is read for intent, mostly by agents. Villager code is read line by line, because that is where changes land and where the blast radius lives. The newsroom's reader features had crossed from the first to the second, and the right move at that moment is to go slow to go fast. Go slow to go fast is the brief, in six phases. Map everything: every file, capability and control. Move the reader code to its own repository as a pure refactoring: the same behaviour and the same bugs, proved not by a reviewed diff but by hashing every file the live site serves before and after. Test: only test code is written, in real browsers, against a real pre-production copy, with no mocks, and with every known bug and vulnerability written as a test that passes, recording the current behaviour, so the fix later is a visible change to a test and not a silent one. Refactor, with every test passing after every commit, and an adversarial exercise: try to change what a reader sees or pays without a test failing, and treat every change that slips through as a missing test. Only then does the explorer return.
changed The pipeline is the other half. The reader application is plain JavaScript and static files, so the target is under two minutes on every commit: lint, unit tests, three browser engines, and a build that produces the same bytes twice. On every merge, a pre-production copy with a payment link in test mode that can never charge anyone. On every release, the question from the first section, asked of the live site. And a pull request needs one person and one agent reviewer before it merges. Going slow now is what lets me keep going fast without the fear that each new feature breaks something a reader has paid for. The 2018 outline on DevOps had a joke I still like: "Congratulations, you now own/manage a Data Center". The 2026 version is gentler and the same: congratulations, you have a user; now everything you ship lands on them.
added ## Run it, unmodified, against a twin
added Most teams test against mocks they wrote themselves and hope production behaves the same. There is a better shape, and it follows from the twin in Serverless, for real: an interface to a real service that the application cannot tell from the real thing. If the application cannot tell the difference, the same unmodified code can run against an in-memory twin, in milliseconds, on a laptop; against a twin replaying last week's production journal; against a twin injecting the failures you never see in staging, a timeout, a throttle, a permission that disappears halfway through a job; and against the real service, for the final check. The environment becomes a setting rather than a guess, and that is a dramatic change in how much you can know before you ship.
added I would go further, and make it a requirement for anything your company builds: it must be able to run, unmodified, against a twin of every external service it depends on, without knowing. Software that can only run against one provider's live API is software you cannot test properly, cannot move, and cannot put a policy in front of. That last clause is why the twin is also where the journal and the behaviour policy from Controlling your agent: RiskMandate live: every call passes through it. The 2018 outline on chaos engineering wanted to inject failure and watch; the twin is where you do it without touching production. The S3 twin exists as open source today; the rest is designed, not shipped, and I say so because this is exactly the kind of claim that should be checked.
removed A synthetic user is a record, not a character: a situation, a question they arrive with, what they know and do not know, what makes them leave, their patience and their screen size. The negative fields make a run honest: what they do not know, and what makes them leave, which is often the most useful ending. Two habits have paid off every time: include somebody who will never buy, because the sceptic reads the site adversarially and finds the claims that do not hold; and put at least one person on a phone. Write the expected journey before any run, so the difference between what you expected and what happened is a finding you can point at. Then the one rule of the run itself: give the agent the screenshot, the same thing a person would have, and not the page's code. An agent that reads the code finds every link every time, and so finds no confusion, which is the only thing worth running this for. Every person is invented; do not model real people, and say so where nobody can scroll past it.
removed That pattern has held on every site we have run this on. The day after the first study, the same method pointed at another of our sites caught two JavaScript errors that had shipped and that every existing test had passed over, because the page still rendered. The findings that pay for the whole exercise tend to be the ones the method finds because it drives a real browser, not because the persona is clever.
added A synthetic user is a record, not a character: a situation, a question they arrive with, what they know and do not know, what makes them leave, their patience and their screen size. Two habits have paid off every time: include somebody who will never buy, because the sceptic reads the site adversarially and finds the claims that do not hold; and put at least one person on a phone. Write the expected journey before any run, so the difference between what you expected and what happened is a finding you can point at. Then the one rule of the run itself: give the agent the screenshot, the same thing a person would have, and not the page's code. An agent that reads the code finds every link every time, and so finds no confusion, which is the only thing worth running this for. Every person is invented; do not model real people, and say so where nobody can scroll past it.
changed On the newsroom, five invented readers took 62 steps, asked 51 questions the site did not answer, and produced 31 findings, six of them blocking. Four of the five left. Their ratings were 2, 2, 3, 3 and 2. The blocking findings were all about the step after reading: no contact for a pilot, nothing showing real money moving, a top-up page that says it is simulated while asking for money. Then came the step that separates a study you can stand behind from a pile of plausible paragraphs: check every surprising finding against the browser's own record. Two did not survive; they were caused by our own helper, and they are kept in the study, labelled as artefacts, because artefacts. One got bigger: a findings list that silently loses items cannot be compared with the next one. One finding got bigger. A reader hit "screenshot unavailable" where the evidence should have been, and when we checked that is how the files, 51 of the 527 figure references in the newsroom's articles pointed at images the move from sgit.ai had not copied. Nothing failed in a way a server would have noticed: the pages missing figures were files, and they served. found.
changed It is not user research, and the study says so. The plan is simple, and it is the habit I would look for in anyone I was hiring to ship: ship, and the one I would hold a founder to: every site gets five users before it is called done, and the same five again after the fixes, because a finding that disappears is a fix that worked, and a new one is something the fix broke. Then ask the live site what version it is serving, and only then say it shipped.
changed What lasts. Graphs as memory for the person you will be, the founder's move when a plan is already published, and the civic responsibility that comes with knowing how the machines work. work, for a small country and for a continent.
changed ## 20. 28. Graphs, memory and your future self
changed Eight years later the question is the same and the answer has grown. It is no longer only your files. It is your ideas, the connections between them, and now the memory your agents work from. If you have started a company by this point in the book, as I hope you have, it is the company's memory too: what you decided, why, and what you tried before. This chapter is about all three, of that, and about the person people you are keeping them it for: your future self. self, and whoever joins you later and was not in the room.
changed Think of what your team already has: has, or what your company will have within a month: a spreadsheet of who owns which system, a folder of policies nobody opens. opens, a list of customers and what each was promised. Each is already a graph. A spreadsheet is a graph of sheets, rows, cells and formulas; a team is a graph of people and what they are responsible for. Nothing has to be converted. The edges only need names: a policy is owned by a team and implemented by a control; a decision supersedes an older one.
changed And it is files. In August 2025 Letta ran a memory benchmark, and a plain filesystem, with the agent reading and writing files, scored 74.0 percent against 68.5 percent for a graph-based memory product. Files won. A folder of well-named plain files, kept in git, is already a memory an agent can use. You do not need a product for this. this, and a company of one does not need to buy one.
changed I know this because I failed at it. Most of what I have written is not linkable from what I write now. For years I used Google as the search engine for my own work: I would search for a phrase I remembered and find my old post. That is not a memory, it is luck. The inventory, taken in October 2026 from public pages, is 103 essays, 1,289 blog posts, 65 decks, 10 books, 29 tools, 2,038 files of NotebookLM material and 221 videos. A back catalogue I cannot link to is a conversation with no reply. So the newsroom has a brief for a worker: an agent that runs every day, takes one item from that catalogue, and writes it back as an article saying what it was, what it said, what changed since, and how it connects. Each article is a node the next one can link to. It compounds, and every team has a back catalogue it could do this with, a few items a day, while the team keeps working. If you have spent twenty years inside a problem, as many of the founders I work with have, your back catalogue is the company's first asset, and most of it is in your head.
changed So the advice is the 2018 advice, extended. Keep your work in plain text, in git, committed often. Name the links between things, in words a person in your team would say. Publish what you can, under a licence that lets it be quoted. Keep what you cannot publish publish, your customers' data first of all, in a vault, with a key that reads and does not write. When you brief an agent, hand it the altitude its question lives at, not everything you have. Your first graph, built by hand and Your own newsroom and inbox show both ends of this done small.
removed ## 21. Be a founder
removed In 2018 I wrote a short chapter called Be a founder. It said the single thing you personally control when you go to work is your attitude to it, and it asked you to imagine you were employee number four and cared deeply about the company. Then five questions. If I were a founder of the company, department or section I work in now, with the responsibilities I have at the moment: how would I behave every day? What needs to be done now that will make a big difference? What can I do that will help? What would I do differently? What values and principles would I fight for? And under them all: what is stopping you from doing just that? Who is telling you not to? "At the moment it is just you!"
removed I still mean every word. The more you care and behave like a founder, the more value you add and the more valuable you become. But in 2018 I meant it as a way of behaving inside somebody else's company. In 2026 I also mean it literally, because the thing that stopped most people from founding anything has just become cheap.
removed ## The playbook that worked
removed Look at the technology companies that did well in the last ten or twenty years, and a pattern repeats. Someone very clever and very ambitious finds a gap in a market. Often they did the famous hundred calls with stakeholders and asked what hurts, which already tells you something: they were people who could get those calls. Then they raised money on belief, hired the people they did not have, including the subject-matter experts, and built a company on top.
removed I watched this many times in cybersecurity, and it worked. The startups displaced incumbents that had a much better starting position: the customers, the domain knowledge, sometimes the money. What the incumbents lacked was the structure, the workflows and, to be fair, the technology culture.
removed This is not a criticism. Those companies changed industries. But the playbook has a second act: the disruptors became the incumbents, and much of what they built is now the software everyone complains about.
removed ## The experts were always the better bet
removed The myth of the young outsider was never the whole story. The largest study I know, of 2.7 million US founders, found that the mean age at founding of the fastest-growing one-in-a-thousand ventures is 45, and that founders with three or more years in the same industry reached top-tier growth at twice the rate of those with none.
removed What held the experts back was not knowledge. It was access: to capital, to engineers, to the long, expensive build before anything could be shown. That is exactly the part that got cheap. With agents, much of the execution that used to need a funded team can be done by one person who knows exactly what to build. The share of new US startups with a solo founder rose from 23.7 percent in 2019 to 36.3 percent in the first half of 2025. The millions that used to be the price of starting are no longer the price of starting.
removed Three examples from the newsroom article The expert founders; two are people I help and the third is me. I come from application security and from working as a CISO; sgit.ai and RiskMandate are that knowledge turned into a company, where the agents write most of the code and the briefs, the buyers and the risk model are mine. A consultant knee surgeon in London is building a platform for knee health; the patients and clinicians who need it were his long before there was a product. A transcriber is building legal transcription software, "Built by a Transcriber, for Transcription Professionals". None of them is a hundred-call outsider. Each comes from the field and is focused on one thing. That focus used to be a weakness in front of an investor who wanted a huge market. It is now the advantage, because the build is no longer what stops them.
removed If you have just finished a degree, you may read this as being about older people with a field. Read it the other way round. The expert can build first now; the question is what you are the expert in, or will be.
removed And it favours where you are. The data says European companies raise at higher revenue, lower valuations and smaller targets than American ones. I think that scepticism is what this generation needs, because money too early is one of the most reliable ways to kill a startup: a study of about 3,200 high-growth internet startups found 74 percent failed through premature scaling. An expert who builds the first version with agents, shows it working, and then raises for scale rather than discovery is exactly the founder sceptical money is good for. The gap is real at the other end: the Draghi report puts the EU's share of global venture funds raised at 5 percent against 52 percent in the US. Europe is weak at scaling. My argument is that the first part, the part that now matters most, is where it is strong.
removed ## Do they miss it?
removed Most advice about starting a company is about raising money. This is not that. It is the operating model I use, in three pillars, in an order that matters: be profitable; investors should be talking to you, not the other way round; open source everything.
removed The first pillar starts with the word ship, and the word has been worn smooth. Shipping does not mean a proof of concept, a demo, or a video of a demo. It means a thing somebody else can go and use, on their own, and get value from. Nobody using it cares how it was built, and neither should you, yet.
removed Then hand it to people for free, for a short window. The feedback starts the moment somebody who is not you has the thing. Then comes the part almost nobody does deliberately: take it away. The trial expired. And ask the only question that matters. Do they miss it? If they shrug, you do not have a product yet; you have something people accept when it is free, which is a much weaker signal than it feels like from the inside. If they come back and ask for it, you have something.
removed Then two questions, and people answer only the first. Is the price one they are happy to pay? And is it profitable for you? If you cannot get revenue at all, that is the problem to solve, and it is not a marketing problem. One trap: do not reach for a subscription by default. Almost every time we buy something we are buying future value, and the research says we are bad at it: members of three gyms on a flat monthly fee of over 70 dollars attended on average 4.3 times a month, paying more than 17 dollars a visit when a ten-visit pass would have cost 10. Charging rent for something people are not using is a worse business than being paid when you deliver. The newsroom runs the opposite experiment, pay after you read, so that by the time you are asked to pay the value is in front of you; the results are not in.
removed The second pillar follows. The worst time to raise is before you are profitable, before you have the product, before you understand the fit, which is exactly when most companies raise. You are bargaining from weakness and both sides know it, and the worst terms are not about money but control. The analogy I keep coming back to is music. Do not get signed before you have the album. Write the songs, record them in a bedroom studio, play locally, get people buying. Then take the deal, as somebody who already has an audience.
removed The third pillar surprises people. Open source everything. The technology is not the moat, and believing it is will shape every decision badly; treating it as open forces you to find what is actually defensible, usually the data, the relationships, the distribution or the speed at which you ship. And it is a better exit for you: build proprietary and you accumulate a pile of technology you cannot take with you; build in the open and the work is still yours when you move on. You leave with your tools. Open source has the longer argument.
removed ## There is a company in this
removed I want to end with a company, said plainly. It sits with the other business plans published for founders on sgit.ai, and I would be glad to see it built with us or without us.
removed Source code is a fractal semantic graph: layers within layers, each with its own vocabulary, from what the user is trying to do, through the features, the components, the classes and the methods, down to the syntax tree. A code review today reads a text diff, which is at one altitude, the lines, and the wrong altitude for almost every question a reviewer has. If every layer is kept as files, every layer can be diffed: a refactor should move the bottom layers and leave the stories still; a bug fix should be visible at the top as a story that holds again; the blast radius of a change is the climb from the methods it touched to the stories that can reach them. The worked example is published as a vault: the sgit command-line tool, 377 classes and 1,111 methods, read as layered graphs with nothing run.
removed What the company sells is a code review that reads every layer. Attach it to a repository and it derives the graph once, keeps it current per commit, and on every change shows the reviewer the diff at each altitude and the climb to the stories it can reach. It keeps the graph as files in the customer's own repository or vault, so the customer owns the record, and it gets better the longer it runs there, because every correction is a commit. Who buys it is anyone generating code faster than they can review it, which this year is everyone.
removed What is defensible is the record and the loop, not the model. Models will be commodities; the graph of a particular codebase, corrected over a year by the people who know it, is not. The scripts are Apache-2.0, and a founder does not need my permission. They need a second language and a first customer.
removed For Dinis: the article discloses that two of the three expert founders are people you help, and that sgit.ai and RiskMandate are yours. Does the book carry that disclosure in the chapter text, as here, or only in the provenance the build renders?
removed If you are the person with the degree and the first language, that last sentence is for you. The test of the idea is whether the layers hold their shape in a second language. In 2018 I asked what was stopping you, and answered that it was just you. The answer has not changed. What has changed is how little else is in the way.
changed ## 22. 29. Civic responsibility
removed I am writing that chapter now, with my own country, because that is where I have made this argument for sixteen years, in public, with slides, and the record of what came true and what did not is a better teacher than a list of principles.
added I am writing that chapter now, with my own country, because that is where I have made this argument for sixteen years, and the record of what came true and what did not is a better teacher than a list of principles. And I am writing it for a founder, because in 2026 the person who chooses where the code goes is, more and more, the person who started the company.
removed On 17 December 2010 I gave the keynote at OWASP's IBWAS conference in Lisbon: 168 slides, five proposed focuses and twelve proposed actions for government and industry. Allow ethical hacking, publish security reviews as score cards, introduce liability for software, and "'Proper' SSL support for 50% of websites", among others. It ended by arguing that Portugal, which I described as depressed and with "nothing to lose", could become the Switzerland of hacking. What I asked for "doesn't cost any money"; "It only takes courage, focus and commitment".
removed What I got wrong was the mechanism. I thought fear, a big enough disaster, would move governments quickly. What moved them was a decade of slow, unglamorous regulation: liability and reporting duties, not a single catastrophe. And the part about Portugal itself, an open, ethical security industry as a way out of a depressed economy, is still mostly to do.
removed ## Judo for small countries
removed Look at the other end instead. Put a person at the top: a developer in Cluj, a designer in Porto, a product team in Tallinn, selling a service to a buyer abroad. What stops them is not talent, energy or price. It is forming a company, hiring across a border, being paid across Europe, working in a language the buyer reads, a contract, a tax form valid on both sides. None of that is the service. All of it is plumbing, and in most of Europe each piece is custom built by the person who needs it, which means built badly, late, and at a cost that falls on the wrong side. In the last Eurostat figures with a breakdown, for 2021, fewer than one in ten firms in the single market sells across its own borders online. Commerce does not happen, most of the time, because of attrition.
removed Then put the money where the market is still at genesis. Most work does not need a frontier model and should not use one. That means small models, and many of them: not one Portuguese but the Portuguese of Portugal and of Brazil, of Angola, of Cape Verde, of Mozambique, each with its culture in the training data and not just its spelling. A public model is a public road. And treat constraints as the input, not the excuse: DeepSeek's own report says its V3 model was trained in 2.788 million GPU hours on export-restricted chips whose interconnect was deliberately throttled, with custom code written around the constraint.
added On 17 December 2010 I gave the keynote at OWASP's IBWAS conference in Lisbon: 168 slides, five proposed focuses and twelve proposed actions for government and industry, from allowing ethical hacking to liability for software and "'Proper' SSL support for 50% of websites". It ended by arguing that Portugal, which had "nothing to lose", could become the Switzerland of hacking. What I asked for "doesn't cost any money"; "It only takes courage, focus and commitment".
changed Sixteen years later, more of it came true than I expected, though mostly from Brussels rather than Lisbon. From Lisbon: from 9 December 2026 the EU's Product Liability Directive brings software under strict, no-fault liability; my slide asked only for government and listed companies, and the law went further. Europe has its own vulnerability database, run by ENISA since May 2025, liability, and since 11 September 2026 the Cyber Resilience Act requires manufacturers to report actively exploited vulnerabilities within 24 hours. HTTPS is What I got wrong was the norm, far past my 50 percent. mechanism. I thought fear of a disaster would move governments quickly. What moved them was a decade of slow, unglamorous regulation.
changed On 11 November 2016 I gave the keynote at BSidesLisbon, Hacking Portugal, 103 slides, and three weeks later published it as a book on Leanpub, 75 pages, whose page still says 95 percent complete. pages. Its first lines are the premise of this chapter: "If the word 'hack' means to solve problems, then 'Hacking Portugal' means to find innovative ways to solve existing problems." The ideas were blunt. Make the Portuguese network hostile to insecure code. Replace the old compulsory military service with a Portuguese Hacking Service for 15 to 21 year olds. A hackathon league as famous as football, with the kids, the clubs and the pride. football. OpenSource.pt: all code paid for by government released under an open-source licence. A Ministry of Code.
changed Ten years on, the regulation arrived from Europe, close enough to the Clear Software Act on slide 83. The Hacking Service, the league and the Ministry of Code have not happened, as far as I know. The best news is in the spirit of OpenSource.pt: in on 1 July 2026 Portugal released Amália, a national language model for European Portuguese, as open source, built by a consortium of universities with 5.5 million euros of EU recovery money, money and published with its dataset and code. code under an open licence.
changed And the biggest change is one I did not see in 2016. Then, learning to hack meant learning to code first. Now a sixteen-year-old can explore a system by talking to it, which Explorer coding, not vibe coding, and the handover called explorer coding. A Hacking Service in 2026 would teach young people to direct agents against their own country's systems, under a mandate that says what they may and may not touch. The talk's central claim, that a small country can choose to lead in code, is more possible than it was, because everyone who can brief an agent can now build.
added ## The plumbing is the state's road
changed The conversation about a national AI strategy keeps circling the biggest model, the most GPUs, the largest data centre. On a Wardley map those sit at the far right, in commodity, with a lead held by companies that have invested amounts a small country's whole technology budget would not match. It is the wrong end of the map for anyone without the capital. A small country should not enter that race.
added Put a person at the top of it: a developer in Cluj, a designer in Porto, a pharmacist in Braga with twenty-five years inside a problem, selling a service to a buyer abroad. What stops them is not talent, energy or price. It is forming a company, hiring across a border, being paid across Europe, working in a language the buyer reads, a contract, an invoice, a tax form valid on both sides. None of that is the service. All of it is plumbing, and in most of Europe each piece is custom built by the person who needs it, which means built badly, late, and at a cost that falls on the wrong side. In the last Eurostat figures with a breakdown, for 2021, 18.5 percent of EU enterprises sold online to customers in their own country, 8.1 percent to other EU countries and 4.6 percent to the rest of the world. Commerce does not happen, most of the time, because of attrition.
changed If you have read The company itself: the UK, Portugal, Lithuania, the European Union and done Form your company, you have met every one of those pieces, and you built them alone. We understand that a government builds roads, because they enable everybody. The shop that opens on the new road did not pay for the road; it paid taxes. Yet we ask every person who wants to sell a service out of a small country to build their own road first. In the age of agents, that That plumbing is infrastructure in the road sense, and a state that builds it enables all of its people at once. Estonia did it: a person anywhere can become an e-resident and form an Estonian company online, the programme's dashboard lists more than 142,000 e-residents and more than 43,000 companies, and underneath sits X-Road, open source under the MIT licence, so another country can take the road rather than draw it again.
added Estonia did it. A person anywhere can become an e-resident and form an Estonian company online; the programme's dashboard lists more than 142,000 e-residents and more than 43,000 companies, and in 2026 alone e-residents had founded more than 4,200 companies by mid-September. Underneath sits X-Road, which connects around a thousand organisations and is open source under the MIT licence, so another country can take the road rather than draw it again. Estonia is a case study, not a template; the claim is that the pattern transfers.
added I have paid for the absence of this plumbing myself. As a CISO and a CTO I spent millions on Upwork building distributed teams, and it worked only because we built the infrastructure around it first; the infrastructure is the whole difference between a talent market that works and a race to the bottom. Those numbers are mine, and this chapter cannot prove them.
added ## What the state pays for belongs to the commons
changed The plumbing has to be open source and run on open schemas, because that is what turns infrastructure into sovereignty. A road with a toll gate owned by one company is lock-in with tarmac. What You cannot have sovereignty without open source and open schemas, because sovereignty means you can leave. Independence is the state pays for should belong ability to run a parallel service, move the commons, not so everyone changes the production system, but so everyone can see it, run it data and leave with their data. keep going.
added It follows that what the state pays for should belong to the commons. Not so everyone changes the production system, but so everyone can see it, run it and leave with their data. That is how the local industry around it comes into being: an ecosystem of smaller firms, yours among them, can only grow around infrastructure it is allowed to see.
added And a market for the alternative does not appear on the day the single point of failure fails. So create the demand before the day you need it. Run parallel services. Buy the local or open alternative for part of the estate now, and accept that it has fewer features, because the point is that when the day comes there is somewhere to go. Procurement is the lever a state already holds; it needs no new law to prefer open schemas and data mobility. It is a resilience case, not an ideological one.
added The hyperscalers know this argument. AWS's European Sovereign Cloud went live on 15 January 2026, operated by EU residents. It is a real step, and it makes the point: your code still talks to one vendor's API under one vendor's terms, and sovereignty that depends on one company's API is sovereignty by permission. What stops workloads moving is code, not policy, so the answer I am building towards is a twin: an open source service the application cannot tell from the real one, so the destination becomes a setting and not a rewrite. For an operator in Romania, Portugal or the UK it is a business, and a judo move: the customer's existing code, the hyperscaler's own API and open source, used as the weight rather than fought.
added The playbook, in five moves: map the attrition, every place commerce stops between a talented person and a buyer abroad; commoditise the plumbing, built once, open to all; create the demand, before the day you need it; put the money where the market is still genesis, small models, data that stays with its owner, agents with the least agency, not GPUs; regulate what settled, after the market and not before it. This is not a national strategy. It is a map and a set of moves from one person's experience.
added ## Smaller models, more of them
added Most work does not need a frontier model and should not use one. Frontier models are for finding the art of the possible. For things that have to work, every day, at a price, a frontier model is too expensive, too much power for the task, and dangerous in proportion. Give an agent the least agency that does the job, because that is what you can trust. The right end state is the one Serverless, for real described for your own product: the model is used once to build the tool, and production is plain files and plain code, with no prompt in the path.
added That means small models, and many of them. There is a market, still at genesis, for Portuguese, and not one Portuguese: the Portuguese of Portugal and of Brazil, of Angola, of Cape Verde, of Mozambique, each with its culture in the training data and not just its spelling. Amália is the right shape: a public model is a public road. For a founder, that end of the map is where a small company can still lead.
added Treat constraints as the input, not the excuse. DeepSeek's own report says its V3 model was trained in 2.788 million GPU hours on export-restricted H800 chips whose interconnect was deliberately throttled. The dollar figure is disputed and I do not rely on it. The lab that could not buy the chips did the interesting work, and yours will too.
removed That is my definition. Technology sovereignty is the ability to move, almost liquidity. The honest test of most organisations is that they cannot do it, not between clouds and often not even within one, because the infrastructure was hard-coded, created by clicks, and never deployed in a second place. That is an engineering gap, not a policy gap.
removed Most sovereignty efforts never start because they set the bar at an alternative as good as today. Nobody gets from zero to a hundred. The bar should be: it works, for the minimum viable company, the priority customers and the services that must never stop, slower and dearer if need be. Run it in QA, all the time, on twins of the dependencies you do not control, so that every small problem is found on a Tuesday rather than during an outage. Ask whether it can move before asking whether it is cheap.
removed And it has to be open source, because even a European supplier is one acquisition away from not being one, in either direction. Control that survives a change of owner is the only control that counts.
removed ## What this asks of you
removed Code is law, in the plain sense that what you build decides what people can and cannot do, and in 2026 what your agents can and cannot do. You can choose where you work and whether your code has a positive or negative impact, and if you cannot choose that today, be actively looking. Give the risks you create to the people who own the decisions, drawn on a map they can read.
removed If you are in a small country, you are not behind. You are at the end of the map where the market still exists. The move is judo: use the weight of the commodity models, clouds and rails rather than trying to match it, build the plumbing once and in the open, buy the alternative before the day you need it, and regulate what settled rather than what is still moving.
changed In padel, which I am learning to play padel, and learning, the striking thing about a good player is how much time they have. They read the ball, they know where it will be after it comes off the glass, ball and they are already there. If I move after where it has bounced off the back wall, there is no hope. will be. The ball today is the frontier model and the data centre; where the ball is going is the ability to move: workloads, data and the actions agents take, from one provider to another, when you decide and not on the day a supplier decides for you. Technology sovereignty is the ability to move, almost liquidity.
changed The test is a Wardley map with one question. Put the customer at the top, the service, the application, the data, and under them the products and commodities you buy. For each dot you do not control: take it away, what happens? Follow the edges up. If the service stops, you have found the problem, and it belongs on the risk register with a name next to it, all the way to the board. it. That is what the 2018 outline meant by giving the risks you create to the business owners. Draw the dependency, show what happens when it goes, and make the person who owns the decision In your own it. company, that name is yours.
added Nobody gets from zero to a hundred. The bar is not an alternative as good as today; it is one that works for the minimum viable company, the priority customers and the services that must never stop. Run it in QA, all the time, on twins of the dependencies you do not control, so that every small problem is found on a Tuesday rather than during an outage. And it has to be open source, because even a European supplier is one acquisition away from not being one. Control that survives a change of owner is the only control that counts.
added If you founded the company, you already chose where your code goes. If you are in a small country, you are not behind. You are at the end of the map where the market still exists.
removed The practical part, dated 2026 and meant to be renewed every year. Seven workflows you can follow this afternoon: an agentic workflow from zero, your first graph, one idea through five lenses, a tiny agent loop, pictures drawn by code, meeting briefs and follow-ups, and your own publishing. Whether this part lives inside the book or as a companion is still my decision to make.
added The practical part, dated 2026 and renewed every year, inside the book. Eleven workflows you can follow this afternoon, from an agentic workflow from zero to forming your company, the credits and programmes as they stand this year, your first price and your first ten customers, and a serverless product shipped in a weekend.
changed ## 23. 30. An agentic workflow from zero
changed By the end of this chapter you will have a folder for every person you deal with, an agent that reads those folders and drafts for you, and six lines of rules that make it safe. One afternoon, no developer, no vault, no new tool: vault: a Google Workspace account and a Claude seat are enough. The people can be your first customers, or the people who might hire you; the folders do not care. The steps are the newsroom's, from From a spreadsheet to a folder per person. The tools move, and the article person, which dates its description of the Claude app to October 2026; the tools move, the shape is what to learn.
changed If you are in touch with people, you probably have a spreadsheet: one row per person, a stage, a date, a next step, and a notes column. The person the article was written with ran their customer relationships that way, and ran them well. What the row cannot hold is what happened: the emails, word for word, the call last Tuesday, what was promised. "The difference is not the tool. It is what counts as the record." In a spreadsheet the record is a summary you typed. In a folder the record is everything that happened, kept as it happened, and the summary is derived from it. That reversal gives an agent something to work with.
changed - Record: role, company, how you met, stage, the next step and its date, what they care about, every fact with where it came from in brackets. The row, promoted.
changed In the Claude app, connect Drive and Gmail, make one Project called Contacts, and put the behaviour policy in its instructions. Six lines, from the article, which I will not shorten: article:
changed What you have built is, in the terms of Lenses, roles and loops, an agent: a role on a loop with a goal, and the Project's instructions are its role description. How I work with Claude says it more plainly: a session with a focus and a role.md, one per topic, named.
changed The migration is four steps. Export the sheet as CSV, drop it in the folder, and ask the agent to say, for each row, the folder it would make and the Record it would write, without making anything yet. Make the folders from a template; twenty people is twenty minutes by hand. Per person, ask it to read a year of your mail with that person and write the Record and the first Ledger lines, each fact with its source; read the Record and correct it once. Then ask for the Summaries, read three, and where one is wrong fix the source document, not the summary. From then on nothing is retyped.
changed For Dinis: the walkthrough is written for someone with customers, and asks for three real contacts and which fits the topic founder. For the person sells to be substituted. For reader going into a reader looking for a first job, should the exercises be rewritten around run on their own contacts? contacts instead?
changed If you are starting a company, these folders are where Your first price and your first ten customers begins: the people who already know you live here. The folders move into a vault when one of three signals appears: a second agent needs to read them, the files should not be readable by whoever runs the drive, or the record has to carry between tools. Until then the folders are enough, and when the day comes the move is a copy; the policy does not change.
changed ## 24. 31. Your first graph, built by hand
changed Everything is connected connected: graphs said what we mean by a graph: "a network: nodes and the edges that connect them. Never a chart, never a figure." It also said you may already think in graphs without ever having called calling it that. What is rare is doing it deliberately, with rules.
changed The most common way this fails is picking a subject instead of a question. "Let's map our architecture" is a subject: it has no stopping point, no test for correctness and no audience, so it becomes a diagram nobody reads. A good first question has three properties: somebody actually asks it, the current answer requires a person to remember something, and the answer changes when facts change. One of the The book's examples example is "If this service goes down, who has to be told?" Yours does not have to be about software. If you are starting a company, ask which of your first customers depends on which part of what you sell. Anything where the answer lives in a few people's heads and is wrong twice a year will do. Write it down; you will be tempted to widen it by Wednesday.
changed 7. Write down what you could not answer. Not in your head. As nodes, with names.
changed That is a complete first graph, and graph; the book says it is more than most organisations have.
changed Never render the whole graph; render the result of a query. Almost everyone who does this produces the blob, the hairball that shows everything and therefore nothing, and then prunes it. The book calls that a rendering failure mistaken for a modelling failure: rich nodes are good; solve the picture at query time, never by deleting relationships. That is why step six asks a question of the graph rather than drawing all of it, and why you show somebody one node with its neighbours.
changed Most readers will hand some of this to a language model, so here is the version to hand it, from the same chapter. Give it the vocabulary before the task: asked to "build a graph" with no vocabulary, it will invent one, and the book says it will invent a generic association edge within about five nodes. Ask for a proposal, not a commitment: the model proposes a graph and you validate it. Make it anchor: every node it emits carries the sentence it came from, verbatim, and you check the quotes exist. And make it emit absences: when it cannot determine something, it says so as a node; do not ask, and it will fill the gap.
changed Everything is connected connected: graphs ended with the line I want you to start from: "It does not matter where you start; it matters that you start." A graph has no front page. Pick the question, open the file, and write the first sentence.
changed ## 25. 32. One idea, five lenses
added That matters twice over for the two readers of this book. If you are starting out, it shows you that an explanation you did not follow was a lens that did not fit, not a limit of yours. If you have spent twenty years inside a field and are starting a company from what you know, it is the skill you will use every day: the thing you understand, explained to the customer, the investor and the agent, each in their own terms, without losing the thing.
changed 1. Pick the idea. Something you understand well enough to know when an explanation of it is wrong. That is the whole test, so do not pick something you are still learning. If your field is your expertise, pick the idea in it that outsiders most often get wrong.
changed ## 26. 33. A tiny agent loop
removed When you ask a question, the model does not have to answer. It can return a request instead: run this web search, call this weather service, read this file. The model never runs the tool. It writes a structured request, a tool name and its arguments, and the program around it, often called the harness, decides whether to run it, runs it, and adds the result to the conversation. The next request carries your question, the tool call and its answer, and the model writes from that, or asks for another tool. That is where the control lives.
added When you ask a question, the model does not have to answer. It can return a request instead: run this search, read this file. The model never runs the tool. It writes a structured request, a tool name and its arguments, and the program around it, often called the harness, decides whether to run it, runs it, and adds the result to the conversation. The next request carries your question, the tool call and its answer, and the model writes from that, or asks for another. That is where the control lives.
changed After a few rounds you have watched the request instead of an answer, the result going back in, the loop going round, and the moment it decides it is done. It The file you wrote in step 1, with what it may and must not do, is not magic, and once you see the loop you can set its constraints. seed of a behaviour policy; Controlling your agent: RiskMandate is what it grows into when the agents are your company's.
changed The newsroom measured this on itself. The session that runs its site was summarised eighteen times in a month, each time keeping on average 1.7% of what it replaced. One session on one site, not a law; enough to change how you work. On 9 October two emails drafted by one of my agents went out in my voice, against a rule that had been written down four times, and one of the reasons reason was that the rule fell out of the agent's context when the conversation was summarised.
changed Three habits follow, and they are the ones the newsroom runs under.
changed One session per topic, with a name. A thread is the model's frame of reference. Put three projects in one and it will borrow a name from one and a decision from another, because it is using everything in front of it. So: one topic per session, named "project | what we are working on", with an @ in front of before an agent's name so you can see you are talking to a role with a job.
changed ## 27. 34. Images, infographics and storyboards, drawn by code
changed This is also this part's answer to infographics and presentations: presentations, which a founder will need early: a deck you can swipe is a presentation, an evidence card with a pinned quote or a bar chart is an infographic, same data, same renderer.
changed 1. Write the cast first. One file, with each character's role, what they stand for, a personality, what they want and fear, a line, and a look. Their pronouns are part of the file. This book's cast has six: seven: Zara, Tomás, Priya, Sam, the Guide and Guide, the Agent, and Marta, who joined in the second candidate as the Generation X founder. The Agent is drawn differently, with a screen for a head and a prompt on its chest. One lesson from the other site: avoid a character called "Dev".
changed The storyboard for Everything is connected connected: graphs uses all of it, and its third panel is the one to study. The caption is "The whodunit: who broke the build?" The nodes are "the build broke at 9:14", "commit a3f", "the agent's pull request", "tests skipped", "Tomás, on holiday", "a library updated" and "approved in 40 seconds". The edges carry verbs: after, merged from, skipped, includes, approved, "pinned it, once". And a path is highlighted, from the break to the commit to the pull request to the skipped tests. The panel's note says what it is: the detective's board is a graph, the highlighted path is the answer from A to B, and the case is made up.
changed ## 28. 35. Meeting briefs and follow-ups
changed By the end of this chapter you will have three habits around every meeting: a briefing for yourself before it, a briefing on the people you are meeting, and a follow-up after. The point is the one Facts, evidence and the record made: you have to be the most prepared person in the room, and these days there is no excuse not to be. This is the shortest chapter in the part, a short chapter, on purpose. The newsroom has not written this workflow up yet; the article that proposed this part asked the journalist to start with it, and asked me for my own step by step. Until both arrive, here is the shape.
added If you are the founder, the meeting is with a first customer, or with someone who might fund you, and the three briefs are the same. Sell is the chapter on what you say in the room. This one is about arriving with the facts and leaving with the record, which is most of what a small company has to offer against a large one.
changed ## 29. 36. Your own newsroom and inbox
changed By the end of this chapter you will have two things the newsroom has written up as recipes: a site of your own, written from voice memos by an agent that checks every claim and publishes it; and an inbox worked by an agent that drafts and never sends. Neither needs you to write code. Both code; both are the newsroom's own setups, from Your own newsroom and Replicating the agentic inbox, and both are honest about what is not finished. For a founder it is the company's story, told as it happens, as Publish, publish, publish: your own newsroom argued; for a reader going into a job, it is evidence a hiring manager can read.
changed 3. Write the house rules: one file at the root that the agent reads at the start of every session. Your voice, what to check, what never to publish, the release steps. It grows by one a line every time you correct the agent.
changed 4. Connect a cloud session to the repository, from a browser or from your phone.
changed 6. Record, paste, review. Record a memo, paste the transcript, read what comes back on your phone, and correct it by voice.
changed The house rules are the product. The next step is to write them as a behaviour policy: what the agent is granted (push to this one repository and nothing else), what it is for, and the rules, each marked by what keeps it. A rule in a prompt is a hope. Only a rule that a hook or the build keeps is enforced, and the article's example marks which is which: at most one article a day, kept by a hook; every fact has a source, kept by the agent. You can also split the work as the newsroom does: a writer, an editor who can send a draft back, and a publisher that alone may push.
changed People ask how the agent sounds so human. How does it sound like me? How the voice works answers in two voices, mine and the model's, and the answer is not a prompt that says "write like me". It is four inputs: a corpus, which on the newsroom is the articles already written, each citing the ones before it; the memos, spoken not typed, which carry how I think and the order I reached things in; a short list of wording rules, seven on the newsroom, each a correction made once and written into the policy so it never comes back; and me, reading everything before and after it goes live. Take any one away and it stops working. "The method transfers. The voice does not." Your first memo, your first draft read on your phone, and your first rule are where yours starts.
changed The inbox is the other half, and half; the article says the setup is copyable in an afternoon for the simple version and in a week for the full one. It is accounts, a policy, drafts and files, one, and you can stop at any phase.
changed Phase 0, the accounts. A mailbox of its own for the agent, on a domain you own. Never connect your own inbox: yours has years of secrets in it, the agent's is empty on day one, and that isolation is what lets you give it more as you learn to trust it. A Claude seat of its own, so the grants to mail, calendar and drive live only there; afterwards, confirm that your own account holds no connection to the agent's mailbox.
changed Phase 3, the interfaces and the record. Because every Every message is a file and every draft is in the mailbox, so the whole workflow leaves a footprint you can read afterwards. footprint. You do not have to believe what the agent says it did. You can read what it did.
changed The rule that never changes: the agent drafts, and a person sends. The one exception, a security finding, has a row in the policy and a mechanism behind it, and the article's last piece of advice is to write the exception down before you need it.
changed The site you just built has no server of yours. Static files on a free host, code that runs in the reader's browser, the reader's balance in the reader's own browser. No server, by design calls this the second step after retiring the database: retire the back end. Not "no servers": no servers of yours with logic in them. It ships fast, because a release is a set of files and a rollback is a commit, and it leaves gaps, written down and accepted, because a reader who edits a balance that unlocks nothing has cheated nobody but themselves. Serverless, for real makes the full argument, and Ship a serverless product in a weekend takes it to a product a stranger can pay for. Your own newsroom says building one is the most native way to learn what publishing a pure client-side site means, and you will have learned it by briefing, not by coding.
added ## 37. Form your company
added By the end of this chapter you will have a company: registered, with a name, a country and a bank account. That is what the chapter is for, and in this candidate it is not written yet. The steps to a limited company in the UK, the case for Lithuania, what Portugal costs and what the European Union offers a founder are each a memo of mine that the newsroom has not recorded, and the rule of this book is that a chapter is written from material that exists. So this is the honest version: what the chapter will cover, the little the sources already say, and the decisions you can make before the steps arrive.
added ## What is known
added Three things, and I will not stretch them.
added The company I created in Portugal for MyFeeds is being closed, because running a company with little revenue in Portugal is expensive in a way it is not in England. That is my experience of one company, not a study of Portuguese company law, and the Portuguese chapter will have to say more than that. The Portuguese ecosystem graph at pt.newsroom.sgit.ai is where it will start.
added I am looking at Lithuania for the next one, for its digital advantages. Nothing is registered. The article where I said it, Not a straight line, is careful to call it a consideration, not a decision, and so am I.
added The UK is the first country the chapter will cover. The proposal that reshaped this book says we can be the champions for the UK, and maybe Portugal, and eventually other countries, and the steps to a limited company there are the first memo to record.
added Everything here, when it is written, will be from experience, mine and the people I work with: not legal or tax advice, and the chapter will say so where it matters.
added ## What to decide before you register
added The registration is a form. The decisions behind it are the work, and most you can make now, from chapters you have already read.
added 1. What the company sells, in one sentence. Not the technology: the thing somebody receives. Your first price and your first ten customers makes you write that sentence and put a number next to it. Write it before you choose a name.
added 2. Where. The three countries this chapter will cover, and the EU around them, each with its cost of running a company with little revenue, which is what you will have for a while. The one fact I have is above; ask the same question of any country before you register in it.
added 3. What it costs when nobody is using it. A founder with no servers has nothing to run at three in the morning and nothing to pay for when nobody is using it. If you build the way Ship a serverless product in a weekend does, the company's standing costs are the company's own fees and little else. Know that number before you sign anything.
added 4. Which programmes you qualify for. The credits in The credits and programmes, 2026 each ask how old the company is, how it is funded and whether it has customers. The day you register starts those clocks, so read that chapter before you pick the day.
added 5. Who holds what. The 2018 book said to act like one of the founders of the business you work for. Now you are the founder, and the question of control is yours from the first day; Fund it, or do not is the chapter on that.
added For Dinis: the memo on creating a limited company in the UK, step by step, as you have done it: the registration, the bank account, the first filings, and what you would do differently now. Gen ZX Developers names it as the first gap article; this chapter is its placeholder.
added For Dinis: the memos on Lithuania, Portugal and the European Union, and the question you kept apart in the same article: written now, from what you know, or after you have done it? The Portuguese chapter can start from pt.newsroom.sgit.ai; the Lithuanian one has two lines.
added ## 38. The credits and programmes, 2026
added By the end of this chapter you will have a short list of the startup programmes your company qualifies for, an application for each that is a page you have already published, and a file where every answer is recorded with its date. The table is the one the newsroom printed in A locked-down desktop for an agent, by the minute, is still hard to rent, and every amount and criterion in it was read from each programme's own page on 7 October 2026. Programmes change; check before applying. That sentence is part of the table, not a disclaimer, and it is why this chapter sits in a part that is dated and renewed each year.
added ## The table, as of 7 October 2026
added | Provider | Programme | Amount | Eligibility, in one line |
added | E2B | E2B for Startups | $20,000 one-time, plus the Pro tier | Under 3 years old, raised under $5M, first-time E2B user, building AI agents |
added | Daytona | Startup Grid | $10K immediately, up to $100K | Not published; the form asks for funding stage and VC partner |
added | Scaleway | Founders | Up to €1,000 over 12 months | Under 5 years old, under 50 staff, not yet a Scaleway customer |
added | Scaleway | Early Stage | €9,000 (€1,500 a month for 6 months) | As Founders, with at least €500 a month of consumption |
added | AWS | Activate Founders | $1,000, up to $5,000 | Self-funded, pre-Series B, founded in the last 10 years, account on the Paid Tier plan |
added | AWS | Activate Portfolio | Up to $200,000 | Through an Activate Provider (an investor or accelerator), pre-Series B |
added | Microsoft | Microsoft for Startups | Up to $150K over time | For-profit software company, before Series C, under $350K lifetime Azure credits |
added | Google Cloud | Google for Startups Cloud | $2,000 pre-funding; up to $350,000 for AI startups | Seed to Series A, founded in the last 5 years, under $5K prior credits |
added | Cloudflare | Cloudflare for Startups | $10K, $100K or $350K by tier | By funding tier; first-time applicants; business email |
added | Modal | Modal for Startups | Unspecified "thousands" in credits | New to Modal; VC-funded through a partner, or over $1M raised |
added | Anthropic | Startup programme | $1,000 API credits, a year of Claude Team, up to $45K in partner offers | Founded in the last 5 years or funded in the last 2 |
added Each one is applied for on the provider's own startup page; the article carries the links. Two more belong here, from The key is the billing system, read on 12 October 2026, because a product that transcribes or speaks needs them: ElevenLabs' Grants, twelve months and 33 million characters, for companies under 25 people with a monetised use, whose characters cannot be exchanged or resold; and AssemblyAI's startup programme, twelve months of recurring credits.
added Two that look like startup programmes are not, for a company. MacStadium's open-source programme gives a free Mac mini to unpaid maintainers; a commercial product does not qualify, and should not be dressed up as one. Hetzner's referral credit could not be confirmed from an official page on the day.
added The proposal that reshaped this book called that table the only one of startup cloud credits, and named AWS, Microsoft, Google and Anthropic; it carries more than those four. The first edition left a draft on AWS. This is its answer, and the date on it is the point.
added ## The rule: apply with the work
added What matters more than the table is how it is used, and the method is the workflow.
added 1. Check every criterion against yourself before you write a word. Your company's age, how it is funded, whether it has customers, whether you have used the product before. Apply only where every criterion is met; the desktop article says it in one line, "we apply only where they are met." A programme for open-source maintainers is not for your product, however good the Mac mini looks.
added 2. The application is a page you have already published. The desktop article's plan was to apply with the article itself as the description of what the credits would do: the nine properties of an agent desktop, the products against them, and the measurements that could not be made without hours on the machines. You have the same thing if you have followed Your own newsroom and inbox: a page that says what you are building and what you would test. Send that, not a form filled in from nothing.
added 3. Offer the provider the result. The offer in the desktop article was to run the same tasks on their product next to the others, measured rather than read, and to publish the results, including the gaps. A provider that funds an evaluation wants the evaluation. Say what you will publish, and when.
added 4. Ask what the pages do not say. Before relying on any credit: what services it covers, when it expires, and whether a monthly fee is paid from it. The article's three open questions were exactly those: whether Scaleway's credits cover Apple silicon Mac minis, whether an AWS award covers EC2 Mac Dedicated Hosts, and when E2B's credits expire and whether its $150 monthly Pro fee comes out of them. Yours will be different; the shape is the same.
added 5. Write to them the way the billing article's brief does. Principles first, the ones every message carries; then the ask, one sentence, the same to each; then the research already done, attached. "A provider that can see the research already done tends to answer the question that was actually asked." The agents draft; you send. Nothing goes out in your name that you have not read.
added 6. Record every answer as an issue, with its date. In the repository or the vault the company works from, so the map can be updated as a new version rather than a new article. A year from now several rows of the table above will be wrong, and your record of what each provider said to you is the only version that was ever true for you.
added For Dinis: which of the programmes in the table RiskMandate applied to from agent@riskmandate.ai, and what came back, so that the chapter can carry one worked application beside the method.
added ## 39. Your first price and your first ten customers
added By the end of this chapter you will have a price on the thing you built, a one-sentence offer sent to the people who already know you, a stop rule written before the first message went out, and a file of counts that tells you whether you have a product. The argument is in Price it, then give it away and Ship it, and see if they miss it; this is the workflow, as the newsroom wrote it for the agents running RiskMandate's early access programme, and as I would run it for a company of one.
added ## Price it first
added Define the product. Not the technology: the thing somebody receives. For RiskMandate the sentence is an Agent Behaviour Policy for one agent, as an encrypted vault the customer holds the keys to, with the mandate corrected for their deployment. It took weeks to get to that sentence, and it is the product. Write yours before anything else in this chapter. If you have spent twenty years inside the problem, you will know when the sentence is wrong faster than any developer you ever briefed.
added Price it, at a number that makes sense to you. Not a number from a competitor's page: a number you would be content to be paid. A price is a statement of what you think the thing is worth. RiskMandate's ladder, as published on 2 October 2026, is four tiers: ten pounds for the pack downloaded, fifty for a working vault, five hundred for the vault corrected for your situation, fifteen hundred for two sessions and a professional's signature. Yours will have different numbers and should have the same shape: the cheap tiers automated, the dear ones with people's time in them.
added Deliver it at a cost that grows a step at a time. This is the move that was not available a year ago. The vault is provisioned by an agent, the policy drafted by an agent from the customer's prompts, a person corrects it, so the twentieth customer costs close to what the second did. That is linear, not exponential, and it is the condition under which you can afford to give some away. If your tenth customer would break you, go back to Ship a serverless product in a weekend first.
added ## Then give it away, properly
added Offer it, free, to the people who already know you. Early adopters, power users, the people who paid for something before it was finished. If you built the folders in An agentic workflow from zero, the list is already in them. They get the first round, and the offer says that is why: a thank-you that is also the best possible test group, because they know enough to say where it is wrong, and their silence means the most.
added Do not make them apply. "Apply for a chance to be considered" asks for work before there is anything in hand, and it inverts the relationship: they are doing you a favour by using the thing. The message says what it is in one sentence, that there are twenty in this round, that they are being offered one because they were early, and asks yes or no. It does not carry the price; the price is for the people who come after. This chapter's title says ten and the programme said twenty; the number is yours, fixed before the first message goes out.
added Free is never free for the other side. They still have to read the message, decide whether it applies to them, find twenty minutes for the prompts and half an hour for a call, and fit a new thing into a team that has a way of working. The first thing to measure is that cost: how long from message to first reply, how many never replied, how many started and stopped, how many asked a question the message should have answered. Then cut it. No second tool to install, no account to create, no overhead on deployment.
added ## Count, then decide
added Set the stop rule first, before anything is sent: if, after the first twenty, fewer than a handful have run the prompts and sent a correction, the programme stops and the drawing board starts.
added Then count, daily, into one file: how many were created, how many customised, how many used, how many runs. A thing created and never customised is a download. Customised and never used is a document. The commercial value is in the third number. Add corrections received, because a correction is the strongest sign somebody read it. And for every person, the minutes each step cost them and where they stopped, as timestamps and steps only, no message content. Every stop is a finding: not why they did not care, but what cost them more than it should have, written down as a product change to make.
added Then the test. Take it away, and see whether they miss it. If they shrug, you have something people accept when it is free, which is a weaker signal than it feels from the inside. If they come back for it, you have a product, and the question becomes price: would they buy more, is five hundred too low for what they got, does the next tier sell itself once someone has had this one free. Neither answer is a marketing problem. If friendlies will not take it free, a bigger audience will not take it either.
added Apply it to yourself as well. In I miss it, so it is working I wrote that the people who decide the roadmap have to be users, and that my earlier startups failed that test: good ideas, and I was not using them. If you have access, can change it, and still do not use it, something is missing, and it is not the code.
added Last, when the money moves. Where the cost of serving is close to zero, let people pay after the value rather than before it. The newsroom's meter starts every reader with £5 of credit, charges 10p for a new article read to the end, lets the balance go below zero and blocks nothing; the request to pay arrives after dozens of articles, with what they were in view. The research on paying first is not kind: gym members on a monthly contract paid more than $17 a visit when $10 a visit was on offer. A price seen after the value is one people are glad to pay, and a model that only works where serving is nearly free is one more reason to build so that it is.
added ## 40. Ship a serverless product in a weekend
added By the end of this chapter you will have the smallest product a stranger can pay for: static files on a free host, the data in a vault the host cannot read, a model on the page that says how it chose, a payment link, and no server of yours with logic in it.
added One rule for every block, from Ephemeral town planner services: "If it bills you by the hour when nobody is using it, it is not serverless." Storage is different. Compute that charges while idle is a server running on the other side.
added ## Saturday: the site and the data
added The site. Static files on a host that charges nothing for them: GitHub Pages, or Cloudflare's static assets, free and unlimited on every plan, as its pages read on 18 October 2026. Ask the agent for the smallest site that does your one thing.
added The data. It goes in an sgit vault, as Privacy by design described: encrypted before it leaves the machine, on a server that cannot read a byte. If the product only reads, no code: sgit publish writes a folder of ciphertext any static host can serve, and the read key is the whole credential: derived one way from the vault key, no account, safe to print on the page. The newsroom served one of 39 files this way and the real client cloned it back identically.
added If users must write, you need the weekend's one piece of logic: a vault server of 83 lines, one Worker, one R2 bucket and one Durable Object per vault, on the free plan. Because the server can read nothing, it has almost nothing to do: store encrypted objects under ids, and check the write key on writes. The newsroom ran it in Cloudflare's own runtime with the real client: pushes, clones, a stale push that merged, two pushes at once, a read-only clone refused, a wrong key answered 403, no plaintext stored. The Worker and its configuration are printed in Cloudflare as Lego blocks; point the agent at them. It has not run on a real account, does not do files over 4 MB and has one shared access token. Those 83 lines are the honest exception to no servers of yours with logic in them: the one real limit is a write that must be checked, and this is the smallest thing that checks it.
added ## Sunday morning: a model on the page
added A static site has no server, no session and no place to keep a secret, so the usual chat box, a backend holding the key, is not an option. Three honest choices, from A chat box on a site with no server. Tier 0, a deterministic matcher in the browser: free, private, offline, and it shows which words it matched on, so it is the default: a reader should never have to hold a credential to use an index. Tier 1, the reader's own key, opt-in and labelled: it lives in the page's origin, which cannot protect it as a vault app can: a trust decision the reader makes, presented as one. Tier 2, a vault bridge: the host holds the key below the permission floor and the app never sees it; not built when the article was written; its caveat travels with it: "The bridge protects your key; it is not yet a boundary that prevents all egress." When the model call fails, fall back to Tier 0 and say so.
added Scope it to one question. The newsroom's directory chat answers which of nineteen sites is mine and refuses to teach the subjects: the sites already contain the arguments, and a summary that drifts from them is worse than a link that does not. It knows only the catalogue, quoted from each site's own words: the narrow thing that is right over the wide thing that drifts.
added ## Sunday afternoon: billing by not building billing
added The model VoiceDebrief wrote down on 28 July 2026, its first day, is the shape to copy. A user pays five pounds through a payment link. You keep your cut at the moment of payment. The rest becomes the credit limit on a key you hand them; the provider meters it, and the key stops when it is spent. Against a billing system (a meter on every call, a ledger per user, disputes, refunds, fraud, custody of the data) that is a payment, a cut, a key with a ceiling and nothing else, and more profitable per pound: the margin is taken once, up front. The minimum is five pounds because a card fee with a fixed component makes a one-pound purchase return about 59 pence of inference.
added Read the terms, not only the docs. OpenRouter's Management API documents "unique API keys for each customer instance" with credit limits; section 7(4) of its terms, dated 31 August 2026, forbids "reselling API access to Models". The plan was dead on the page that documented it. VoiceDebrief, which I am involved in, turns a voice note into a transcript, a translation and a debrief in the browser, on the user's own key, with no account and nothing stored; a 42-second note costs about a third of a penny. From 28 July: 239 commits and 27 releases in three weeks, then eleven commits, then three, and a last on 7 September. The counts show when it stopped, not why. What stopped it was not a server but the lack of one: the capped key per user is forbidden, and the alternative, a metering proxy, is the backend the product exists to avoid. The newsroom had found the same shape renting a Mac to an agent: every piece existed, and Apple's licence forbids leasing a Mac for less than twenty-four consecutive hours. "The Mac is not expensive per hour; it is expensive because the hour you can buy is a day."
added So before you build the money on a provider, read its terms, and treat an enterprise or OEM agreement as a door to ask about, not a feature to assume; terms are read here, not interpreted, and none of this is legal advice. The nearest fit found was ElevenLabs, with per-key credit limits, OEM terms under which a business sets its own price for its end users, and a grants programme; The credits and programmes, 2026 says how to ask. Until the answer comes, ship the user's own key, kept: honest, private, no margin; the five minutes it takes to get a key is where most people stop. It is still a product a stranger can use on Sunday night.
changed # Part: How this book was made, and what you made
changed The last part is the process, because the process is as much the product as the book: a repository for the official versions, a vault for the working ones, roles with folders, articles as briefs, decisions as files, and a graph that says where every idea came from, release candidates and a review board. And the measure: the companies you create from it, and where it went. how to tell us.
changed ## 30. 41. How this book was made, and what you made
changed That is still true, and the list is longer. This chapter describes how the second edition was made, because the process is as much the product as the book, and because it is what I hope a reader of this book you will build for their your own ideas. company. Then it asks for one thing back.
changed The first version was already final: released in September 2018, on Leanpub at 60 percent complete and as a 139-page paperback. So it went into the repository as it is, frozen as v1.0.0: 28 chapters and the GitHub issues page, 30,893 words, with hashes recorded so the build refuses a silent change. The 6 drafts with text and the 89 outlines are kept apart and marked, never mixed into the published sequence. Everything after that is worked on in a public vault, whose read key is published so anyone can read along. When a version is ready it moves into the repository, on top of the one before, and the build computes the delta.
removed The brief is an article. My hypothesis is that an article is a better way to hand a task to an agent in another session than a voice memo or a list, because writing one forces the research before the work: what exists, what the 2018 book said, and which choices are mine. Each article is written in my voice from my memo, ends with a numbered brief a role can execute, and keeps my open questions apart. There are two kinds: co-written articles, mine through the journalist, and agent articles, written by the agent that did a body of work, in its own voice, naming who decided what.
removed Decisions are files. When I decide how the book is made, the journalist writes a record with my words, what it means and what it supersedes, numbered and never deleted.
changed The work is done by agents in roles, each with a folder and each naming what it refuses: a reviewer, who reads records findings on the 2018 text and records findings; text; an editor, who interviews me, takes my decisions and changes the book; a publisher, who builds and publishes each official version; a journalist, who writes the articles that brief the other three; and a librarian, who keeps the book as a graph and never decides.
added The brief is an article. My hypothesis is that an article is a better way to hand a task to an agent in another session than a voice memo or a list, because writing one forces the research before the work. Each article is written in my voice from my memo, ends with a numbered brief a role can execute, and keeps my open questions apart. There are two kinds: co-written articles, mine through the journalist, and agent articles, written by the agent that did a body of work, in its own voice.
changed The first brief was the one that mattered most: release the book we already released. Before a word of the second edition changed, the The publisher was asked to build v1.0.0 here, match it page by page against the 2018 file Leanpub made, and produce every format, print, screen, EPUB and whatever Kindle needs, format from one source. Four decisions came with it: the text is CC BY, as before; Leanpub gets our own PDF; every format from one source; the cover waits. Each decision is a file, written by the journalist with my words, what it means and what it supersedes, numbered and never deleted.
changed Two more articles built the view of the work. One board: every issue is a file in a folder called open, blocked or done, the folder is the status, and the board is generated from the files, never written by hand. The hand; the 2018 repository's 43 GitHub issues, 35 still open, issues came in as issues about the text, each with its link. text. And one inventory of everything unfinished: the 89 outlines, the six chapters written but never published, the open issues, my handwritten notes; one row each, generated, with an empty slot for my decision.
removed Every paragraph should know what it is: its evidence, its facts, its hypotheses, its purpose. That keeps a book short and punchy, which is what readers liked most about the first edition, and it shows where two chapters say the same thing.
removed My job in all of this is one loop, the simplest I could think of. I read an item: a chapter, an outline, a finding, an idea on the register. I say what I think, in my own words. And I pick a verb from a short list: keep, fix, rewrite, merge, cut, article first, later, not doing it.
removed The editor does the rest. It records my comment word for word, turns the verb into a change in the working copy in the vault, and says where it went. A decision is a file, numbered, stamped with the version I read, never deleted. Not doing it is a valid decision, with its reason, because a book that tries to answer every comment stops being short. When enough decisions have landed, the editor proposes a version, I sign it off, and the publisher releases it with a delta to the one before.
changed I wanted to write this book from scratch, and the first thing to get right was the storyline, not a chapter. So every newsroom article was read for this book, 204 of them: 49 them, each marked to bring, 69 with to take a number, number or a story from, as background, or a quote to take, 42 as background for the agents, 44 not for this reader. skip. They grouped into 18 topics, the candidate chapters, topics and 50 concepts, the book's vocabulary. And the book was drawn before it was written: storyboards as data, with a cast of six characters who stand for the readers, drawn in the browser by code so every panel can be corrected by changing a line. code.
changed Then the graph. I asked for everything we do here to become one: sources, ideas, chapters, decisions and tasks. The librarian read eleven articles, seven decisions and the survey and wrote one node per idea: the smallest thing I can decide on, a sentence the book would stand behind, with its sources, the 2018 files it answers and a proposed chapter. There were 101. A source's processing state is derived from the edges, never ticked by hand, and the The build refuses a dangling edge: an idea that cites a source that does not exist, a edge. A chapter nothing names. The chapter map, nine parts and thirty chapters, map was proposed so the ideas had somewhere to point. It is point: nine parts and thirty chapters for the map first candidate, ten parts and forty-one for this book follows. one. Every paragraph should know what it is, its evidence, its facts, its hypotheses, its purpose; that keeps a chapter short and punchy, and it shows where two chapters say the same thing.
added My job in all of this is one loop. I read an item. I say what I think, in my own words. And I pick a verb from a short list: keep, fix, rewrite, merge, cut, article first, later, not doing it. The editor records my comment word for word, turns the verb into a change in the working copy in the vault, and says where it went. Not doing it is a valid decision, with its reason, because a book that tries to answer every comment stops being short.
changed I learned this the hard way. In August 2026 agents wrote three books in a day on graphs.sgit.ai, about 100,000 words. The change-control workflow designed to apply my notes had seven stages, and the approve stage was me. Nothing ever passed through it. Small finished pieces beat one big review, which is why this book is made from articles. review.
removed The librarian's first list, the register and the proposed map, was enough to write from, so we ran with it: the book in release mode. A release candidate is a whole book, start to finish, that we could publish if we had to and are not yet publishing, because the next round will make it better. Then rounds. Each takes one pile of material and reads it against the current text: the concepts in this site's articles that the candidate does not carry; what the first edition said that this one has lost; the newsroom's articles; and anything I write next. For each thing the answer is one of a few: add it, rewrite it into something already there, merge it, sign the topic off as covered, move it to the next version or another book, or decide not to cover it and say why. Then the next candidate. My expectation is that the rounds change shape: at first we add parts and chapters, then concepts, then sentences, and when a round stops bringing anything big, we have a book.
removed From this first candidate on, nothing enters without a hearing. Every word, change and idea that wants to come in goes before a review board: an advocate argues for it; a cutter argues against it, always; the readers (the four people the storyboards are drawn for) say whether they would miss it; a checker asks whether it is sourced, true now, and quoted word for word; the editor says where it goes and what it displaces; and I decide. Each seat is a role in its own session, so the one arguing against has not been persuaded by what the one arguing for was shown. The cutter is the seat that matters: the first edition was liked for being short and punchy, and every book grows by things that were each a good idea on their own, so the default answer is no.
removed Every verdict is written down with its reason, and a general reason becomes a precedent: a rule the board applies next time without a hearing, on a list I can overturn. Tool tutorials go in the hands-on part, not in the argument; a spelling fix comes in without a hearing; a second example of the same point is cut. The first rounds are slow because everything is new; by the third, most cases should be decided by something we already said.
removed Release candidates are working versions, so they live in the vault, like every text decision and every text issue. To be read and printed, this one was built on the website from a frozen snapshot, marked on every page as a candidate and not a version, with its hash recorded once so that what I mark up cannot change behind me. The next candidate replaces it; nothing is published from it anywhere else.
added The librarian's first list was enough to write from, so we ran with it: the book in release mode. A release candidate is a whole book, start to finish, that we could publish and do not yet, because the next round will make it better. Then rounds. Each takes one pile of material, this site's articles, what the first edition said that this one has lost, the newsroom, anything I write next, and reads it against the current text. For each thing the answer is one of a few: add it, rewrite it into something already there, merge it, sign the topic off, move it to the next version or another book, or decline it and say why. Then the next candidate. The rounds should shrink, from parts to concepts to sentences, and when one stops bringing anything big, we have a book.
added From the first candidate on, nothing enters without a hearing. Every change goes before a review board: an advocate argues for it; a cutter argues against it, always; the readers, now Marta beside Zara, Tomás, Priya and Sam, say whether they would miss it; a checker asks whether it is sourced, true now, and quoted word for word; the editor says where it goes and what it displaces; and I decide. Each seat is a role in its own session, so the one arguing against has not been persuaded by what the one arguing for was shown. The cutter is the seat that matters: the first edition was liked for being short and punchy, so the default answer is no.
added The cutter has a budget, though, and I set it after reading the first candidate. The 2018 paperback was 139 pages and, I think, quite thin. This book should be 200 pages or more. Short and punchy stays the rule for a chapter, not for the book, and the question for a proposal is whether it earns its place.
added Every verdict is written down with its reason, and a general reason becomes a precedent: a rule the board applies next time without a hearing. A change decided by precedent does not wait for my yes. It goes on a list I read and can overturn, and overturning makes a new precedent. The second safeguard is the diff: every release candidate is a diff against the one before, and I read the diffs of the book, so nothing changes in it unseen.
added The hands-on part was a question in the first candidate: inside the book, or a companion renewed every year? It is inside, dated 2026, eleven chapters in this candidate. Each is written as far as its sources allow, and the ones that wait on an article of mine say so in their opening paragraph.
added Release candidates are working versions, so they live in the vault. To be read and printed, each one is built on the website from a frozen snapshot, marked on every page as a candidate and not a version, with its hash recorded once so that what I mark up cannot change behind me. The next candidate replaces it; nothing is published from it anywhere else.
removed The voice is not a setting and not a trick. It is four inputs: a corpus the model reads in full before it writes, 86 articles and about 347,000 words at the time; the voice memos, which carry how I think and the order I thought it; seven wording rules, each a correction I made once; and me, reading everything, before and after it goes live. The method transfers; the voice does not.
removed And the ratio should be shown. On the newsroom, over four weeks, I sent about 65,000 words in 148 messages, 55,000 of them in thirty-seven voice memos, and the agent published 96,000 words of articles, with the words out per word in running from about one to about five. The corrections I make are rarely to hallucinations; they are to briefs that needed to be better, because a model that can go in any direction needs someone with a direction.
changed The division is clear. The ideas, the decisions and the responsibility are mine. The research, the writing, the checking and the publishing are the agents', under rules I wrote. There are Every byline says which of three voices in what I publish, it is: me alone, me through an agent, and or an agent in its own voice, and every byline says which. Readers will open a book co-written with an AI expecting slop, and I want to meet that with evidence rather than reassurance. voice.
added The voice is not a setting and not a trick. It is four inputs: a corpus of 86 articles, about 347,000 words, read in full before writing; the voice memos, which carry how I think; seven wording rules, each a correction I made once; and me, reading everything, before and after it goes live. The method transfers; the voice does not.
added And the ratio should be shown. On the newsroom, over four weeks, I sent about 65,000 words, 55,000 of them in thirty-seven voice memos, and the agent published 96,000 words of articles. The corrections I make are rarely to hallucinations; they are to briefs that needed to be better, because a model that can go in any direction needs someone with a direction.
removed This text is release candidate 1 of Gen Z Developers (GenAI Edition): the first edition's name, as the paperback carried it, with the edition in brackets, which I settled on while this draft was being written; the subtitle, if there is one, is a later decision. It was written by agents, in sessions of Claude, from the ideas register: each chapter from a bundle naming its ideas, the sources behind each one and the 2018 files it answers. I have not yet decided the candidate ideas through the loop; where a chapter states an idea the register marks as accepted, I said it as my own position in an article, and where it states a candidate, it is the librarian's reading of my material, written in my voice. Where a chapter needed something only I can supply, it says so in a note addressed to me. Those notes are in this release candidate on purpose.
removed For Dinis: two readings of your memos are recorded as the journalist's, for you to confirm: that "V2.0" meant site v0.2.0 as the start of the working copy, and that the hands-on part belongs inside the book rather than as a companion renewed every year. Both shape this table of contents.
added This text is release candidate 2 of Generation ZX Developers (GenAI Startup Edition). The title was decided twice in one day. On the morning of 19 October 2026 I named the book Gen Z Developers (GenAI Edition). That afternoon I recorded a memo about who I wanted to give the book to, and arrived at the founder: Generation Z, entering the workforce, and Generation X, the subject-matter experts starting companies, often their parents. Two generations make Generation ZX, which goes back to my ZX Spectrum. So the title changed by another decision, and the record keeps both. The rest of that memo became the frame of this candidate by my instruction rather than by a hearing, so the board hears what comes after it.
added The first candidate was thirty chapters and 50,607 words, written by agents in sessions of Claude from the ideas register. This one was written the same way, from the same register, after the librarian processed the newsroom articles my memo brought in: 79 new ideas, most of them in Start the company and Build it without a server. I have not yet decided the candidate ideas through the loop; where a chapter states an idea the register marks as accepted, I said it as my own position in an article, and where it states a candidate, it is the librarian's reading of my material, written in my voice. Where a chapter needed something only I can supply, it says so in a note addressed to me.
changed You can see where every chapter came from. Each carries, in its front matter, the ideas it covers, the sources it drew on and the 2018 files it answers, and the build renders that provenance under the chapter. Each idea has a page on the graph, with its sources down to the section, its state and who decided it, if anyone. The record is public, like everything here except the keys.
added For Dinis: still open on the record: whether this is the second edition of Generation Z Developers or a new book that grew out of it (Leanpub, the ISBN, Amazon and this site's address hang on it); and whether "V2.0" in your memo meant site v0.2.0, as the journalist read it.
changed One idea waits for the next version. Once the book is a graph, an agent can assemble it, and so it can assemble an edition for one person: the chapters that matter to them, at their altitude, sent as a PDF and not published, paid for as it is read from five pounds of credit. Nothing of it is built; it waits for the book's graph, of which this register is the first step. graph.
added ## What you made
added A book to read is fine. A book with an objective is a different thing. This one's objective was set in the first chapter: by the end of it, you have started a company. So the measure of this book is the companies created from it.
added If you started a company because of something you read here, tell me: write to agent@riskmandate.ai. That address is the first entry in the measure, and the people who write to it are the start of a community I want to build around this book.
added For Dinis: how a reader tells us about their company, beyond the address, and whether the list of companies is public, is your open question from Gen ZX Developers. The answer belongs here and in the first chapter.
changed The principles have grown since 2018: a repository for the official versions and a public vault for the working ones, roles with folders, articles as briefs, decisions as files, a graph that says where every idea came from and where it went, and a loop in which one person reads, comments and decides while agents do the rest. A second book starts by copying the folders. That is the product. So does a company. The book is what it this process made first. first; what you make is the rest.