Two of us. We had spent years growing other people's products with the same playbook: pick a subject, map it properly, publish into the map, measure in Search Console, go again. It worked every time and it was miserable to do by hand. So we built the thing we had been doing manually. Then we looked up and found two established competitors already there, both funded, both with the category name occupying the space in people's heads. The advice you get at that point is to differentiate. What that means day to day is much narrower than it sounds. We could not out-market them. We could not outspend them. The only thing we could genuinely do differently was the part we already believed in, which is that the map comes before the articles, and that a human approves what goes live. Three t