Our growth graph finally looks like a hockey stick. This is about the 18 months of flat line before it.

This is a hockey stick.

The shape you picture didn't always exist — it's the result of years of R&D and evolution. But through all of that, the purpose never changed: convert potential energy into kinetic energy. Load it, then release it.

Our H1 2026 growth graph has the same story. It didn't take this shape overnight. We've been building Elba (an AI platform for regulated enterprises — think roadside-assistance and insurance calls handled end to end, in the caller's own language) since late 2024, and the numbers are only now moving like a classic hockey stick.

But I don't want to post about the graph. I want to post about the flat line before it, because that's the part nobody sees:

the late nights the failed demos the compliance reviews the infrastructure rebuilds the customer calls that ended with "not yet" the bugs nobody saw, because the team caught them first the boring decisions that made the product production-ready The whole point of a hockey stick is that you load energy into the flat part so you can release it later. Those 18 months weren't the wait before the growth. They were the growth, stored up.

What I'm most proud of isn't the spike. It's the 18 months underneath it. The flat part is where the company gets built — the hockey stick is just when the world finally notices.

Happy to answer questions about the flat part, especially building for regulated/compliance-heavy buyers. It's a slower game than consumer SaaS and I think the slowness is underrated.

This is a hockey stick.

But I don't want to post about the graph. I want to post about the flat line before it, because that's the part nobody sees:

What I'm most proud of isn't the spike. It's the 18 months underneath it. The flat part is where the company gets built — the hockey stick is just when the world finally notices.

Happy to answer questions about the flat part, especially building for regulated/compliance-heavy buyers. It's a slower game than consumer SaaS and I think the slowness is underrated.

Our growth graph finally looks like a hockey stick. This is about the 18 months of flat line before it.

About the Author

Recent Articles

Half an Omnibus

From Germany to India: Building the Base First

The Cyber Resilience Act's 24-hour problem

Keep Exploring

Ready to put your
phones on autopilot?

Our growth graph finally looks like a hockey stick. This is about the 18 months of flat line before it.

About the Author

Recent Articles

Half an Omnibus

From Germany to India: Building the Base First

The Cyber Resilience Act's 24-hour problem

Keep Exploring

Ready to put yourphones on autopilot?

Ready to put your
phones on autopilot?