We make the answer defend itself.
- Designed opposition
- Evidence, not confidence
- Consequences and alternatives
Applied AI for human judgment
We build instruments for human judgment.
AI can generate more answers than we will ever need.
The interesting problem is knowing what deserves to be believed.Try a working instrumentSAVANNAH / EMPLOYEE #4
Savannah works here.
She knows our work, joins conversations, handles follow-up and increasingly does the things Poppe used to have to be there for.
Talk to her instead of him.The experiment: how much of your working life can an AI colleague give back?
What you can actually buy
Observe. Analyse. Accelerate.
THE LOGIC
Start with reality. Work out what it means. Then move.
The same object. Three different jobs.01 / OBSERVEOBSERVE.ctrl+live
Watch what is actually changing before deciding what it means.
Signals, movement, patterns and anomalies — kept alive instead of frozen into another report.Ongoing watch02 / ANALYSEANALYSE.Decision Stress-Test + Synthetic Audience TestPut what you think you know under pressure.
Contradiction, opposition, evidence and consequences — before reality does the expensive version.From €4,500 · tests scoped separately03 / ACCELERATEACCELERATE.ctrl+2goTurn the useful signal into movement.
A few days of us. A working prototype, instrument or little machine that stays behind.A few days · the system staysA few instruments inside the machine
Pressure, not prompts.
No presentation needed. Choose a problem and try the mechanism.
01 / SAVE AN HOURShould this meeting exist?Run Meeting Filter ↗02 / MAKE THE CALLWhat should we actually do?Run Decision Accelerator ↗03 / NOTICE SOMETHINGWhat are we missing?Open Radar ↗
The instrument cabinet
Enter the cabinetIdeas enter. Evidence leaves.
Explore the instruments, their mechanisms and the work they leave behind.
01 / accelerate
Decision Accelerator
Puts better judgment into motion.
RUN INSTRUMENT ↗02 / analyse
Meeting Filter
Test whether a meeting deserves to exist before anyone enters the room.
RUN FILTER ↗03 / observe
Decision Memory
Keep the evidence, assumptions and reversals that created a decision.
OPEN MEMORY ↗04 / analyse
Prompt Shoppe
Find the real judgment hidden inside the instruction before tuning the prompt.
OPEN SHOPPE ↗05 / accelerate
PURGE
Remove what can disappear without damaging the thing that matters.
START PURGE ↗06 / analyse
Brand Survival
See how much can disappear before the brand stops being itself.
RUN INSTRUMENT ↗07 / analyse
Decision Collider
Collide assumptions before people collide.
RUN COLLIDER ↗08 / analyse
AI-Y-fier
See what happens when clear language gets inflated into AI jargon.
RUN AI-Y-FIER ↗09 / accelerate
ctrl+SWAT
Detect. Judge. Build. Dispatch before the moment disappears.
ENTER SWAT ↗10 / accelerate
ctrl+FIZZ
Carbonated judgment for meetings that have gone flat.
OPEN BOTTLE ↗11 / observe
ctrl+CHASE
Keep a question moving until it produces evidence or earns its death.
START CHASE ↗12 / observe
Radar
Watch signals, pressure and movement before the market names them.
OPEN RADAR ↗ctrl+love / generic LLM
Same intelligence. Different machine.
Another answer is not a decision.
- Helpful by default
- More possibilities
- Little reason to stop
Not invented in bulk.
Personas handcrafted from observation. Each one brings a distinct point of view and a reason to disagree.
OBSERVED, THEN DESIGNED.The intelligence behind the instruments
Some are designed. Some have been there.
01 / OBSERVED INTELLIGENCE
Handcrafted personas.
Built from observation, not a demographic dropdown. Each has a particular memory, bias, instinct and something worth challenging.
Lexi ArdenCultural Friction
Wade EllisonUnfinished Intent
Nick DeckmanCommercial Realism
Vera Elise HartmannHistorical Memory
Akiko HayashiConsequence
Adrian MbekiReality Stress
02 / LIVED INTELLIGENCE
A circle, not a club.
Rooted in people who have worked shoulder to shoulder at Apple and beyond. Open to new minds, different disciplines and unexpected collaborators. Curiosity matters more than credentials.
Shun IwaiTokyo
Sung Wook “Tayl” ChungSeoul
Jorge VirgósValencia
José Ricardo Monteiro (JR)Lisbon
Umberto BartoliniMilan / Rome
Marko PasanenHelsinki
Designed perspectives to challenge the obvious. Real relationships to take the work further. Human judgment stays in charge.
Field work
The instruments have left the lab.
01 / COMFORA
Nobody wanted a comfy chair. People just wanted their lives back.
That changed the brief. The question was no longer “how do we sell comfort?” but “what does getting your life back look like in the wild?”
A small cultural signal from Flip’s 4K+ Instagram world became an unexpected physical idea: a Comfora chair in hotel lobbies, where guests can sit, recharge and return to life.
4K+ Instagram signal → interpretation → synthetic perspective → unexpected physical route.
FLIP / SIGNAL SCOUT / 4K+“Hier sta ik.
Ik kan niet anders.”
A sentence became a living installation. Then the installation became a voice.
Luther can respond to visitors in the museum, enter live discussions on social media, comment on the world around him — and even suggest where to have lunch nearby.
The museum no longer only tells Luther’s story. Luther starts participating in it.
Sentence → live installation → social voice → museum character → travelling exhibition.
LIVE / MUSEUM / SOCIALThe steel ball left the lab.
Fitzroy’s Mischa used the steel-ball language to invite ctrl+love into a collaboration.
The relationship was already there. Then the object crossed over too.
Adoption, not applause.FITZROY / STEEL BALL
30 years advertising.
8 years Apple.
ADCN Hall of Fame.
Then this.
Poppe van Pelt
Founder, ctrl+love
Built after decades of watching good ideas get improved to death in rooms full of smart people.
Built on observation, collaboration and the people who have been in the room. Meet the working circle ↗
Enough explaining