We've spent years telling founders the same thing.

Talk to your customers. Real discovery is uncomfortable, because you're hunting for the reasons your idea is wrong while it's still cheap to be wrong. Most founders do the opposite and go looking for a yes.

Between the two of us, we've mentored hundreds of founders and taught customer discovery for years. In classrooms, in accelerators, in workshops, and one on one across a table. This requires the same foundational work every time. A founder is in love with an idea, and we help them go find out whether anyone else is.

We love doing it. But you can only be in so many rooms. We wanted a way to help more founders do this well without one of us sitting next to them.

So we built Inno.

Inno is a tool founders use to run their own customer discovery and see where the evidence actually holds up. It's our first product, and it's the thing we wished we could hand every founder we've worked with.

There Squared is where both halves live. Inno, the product. And the two of us, still coaching pre-seed and seed-stage founders through customer discovery so they can validate an idea before they bet years on it, and build the customer traction proof they need to get to their next milestone.

We also work with innovation teams inside larger companies. Same problem, bigger building. They have no shortage of ideas. We help them bring real customer depth to deciding which ones are worth resourcing.