Attitude Studio — Brand-first Incubator
A studio that ran a 1–3 month incubator program built on a bold thesis: brand is the operating system of a company. Principles over playbooks. Six companies co-built from the foundation up. That conviction eventually became Directional.
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Role
Co-Founder
Year
2019 – 2021
Focus
Brand Strategy, Positioning, Incubation Program
Scope
Co-founded with Lorenz Aschoff. Ran a 1–3 month incubator program — working with founders on positioning, strategy, and identity from day one. Principles: clarity before scale, brand as OS, founders as authors.
Highlights
Six companies built/guided: Together, Insempra, Radiosphere, Violet, Aware, Deepwave. Precursor to Directional — the thesis that clarity is the biggest leverage point pre-PMF.
