Why these notes exist

Most startup writing falls into two buckets:

• marketing
• therapy

This is neither.

I’m writing here because building companies is confusing in a very specific way.
You make a decision that feels right. Reality votes. Sometimes it votes “no” with enthusiasm.

I’d like to remember what I learned while it’s still fresh.
And I’d like to write it down in a place that doesn’t depend on an algorithm having a good day.

What I’ll write about

Short notes on building startups and consumer products:

• decisions and tradeoffs (the unglamorous part)
• distribution and trust (the part nobody can fake for long)
• why people stick with something - or don’t
• what surprised me, especially after launch

If a note can’t be useful to future-me, it won’t make it here.

What I won’t write about

• “10 hacks”
• vague inspiration
• private numbers
• anything that makes competitors’ jobs easier
• performative certainty

I’m interested in what’s true. Sometimes that’s inconvenient.

The current chapter

Right now I’m building Fitóniq.

It’s a consumer health company in Spain.
You can think of it as structured nutrition for weight loss, built for real life - not perfect days.

This won’t be the Fitóniq blog. Fitóniq has its own channels for that.

But I will write about the parts of building Fitóniq that generalize to any consumer startup: clarity, adherence, distribution, and the gap between what people say and what they do.

A small promise

These notes will stay short.

If you want the polished version, LinkedIn exists.
If you want the honest version, it’s usually shorter anyway.