This update is a pretty significant one.

I've always dreamed of starting something, but I had imposter syndrome. I never did it.

Then the universe delivered a swift kick in the rear. I lost my job and started consulting as a way to earn and keep busy. It turned out to be one of the best decisions of my life.

2.5 years later, the consulting business has a team of two, we're hiring, and today we're rebranding to Airframe Labs!

Why "Airframe?"

Um, it sounded cool?

But seriously, a short story:

In 1903, the Wright brothers built the first successful plane. They were competing against teams that were better educated and better funded. So why did the Wright Brothers succeed where others failed?

They accelerated the speed of iteration.

While one team spent 5 years perfecting their plane, the Wright brothers started doing test flights straightaway. While other teams needed months to rebuild between tests, the Wright Flyer's airframe was designed to be crashed and repaired in days.

Today we call this Boyd's Law of Iteration: speed of iteration beats quality of iteration.

This is incredibly true of startups.

Startup founders are constantly building the plane while flying the plane. And while the engine of each startup we work with is unique, we can help startups build resilient, flexible airframes to accelerate that speed of iteration.

How will we do that?

First, as a 5-time CMO, I'm able to apply a lot of hard-won learnings from the outset: what order should we attack problems in, what fires to let burn.

Second, I help startups lay the right data foundation to support automation and measurement so we'll know, with great granularity, what's working and what isn't.

Finally, we know how to prioritize experiments and how to design experiments on the front end so you can make big decisions on the back end. As successful experiments stack up, the gains compound, resulting in dramatic gains.

So, why Airframe "Labs?"

First and foremost, we are a consulting group that works with startups on growth, marketing, and rev ops.

However, we've also been busy incubating products of our own. More on that soon!🚀

So if you're looking for help on any of the above, or looking for guidance on starting a consulting business, reach out: prasid@goairframe.com.