VENTURES
Three betson what comes next.
Each starts with a view of where behaviour, culture or markets are moving — then turns that conviction into a real business.
Scent-led state rituals
STATE/01
Wear the state.
Built with
- Profit System
- AI Systems
- Culture OS
The bet
People will use scent not just to smell different, but to feel different.
What it is
STATE/01 explores scent as a way of shaping how a moment feels. People have always built rituals around changing state — through music, scent, movement, place, nightlife, social rituals and other ways of shifting how a moment feels. STATE/01 turns that instinct into products and rituals designed around the feeling of entering a different state, rather than simply wearing a fragrance. The system begins with scent across portable aroma and fine fragrance, but the larger territory is ritual, atmosphere and the emotional state surrounding the moment.
Why it matters
Fragrance has traditionally been organised around how someone smells. STATE/01 starts from a different question: how do you want the moment to feel? The opportunity is to build scent-led rituals around mood, atmosphere and state — creating a broader consumer territory than fragrance alone.
Personal emotional intelligence system
Emotion OS
Turn feelings into emotional intelligence.
Built with
- Profit System
- AI Systems
- Culture OS
The bet
Emotional intelligence can become a daily practice.
What it is
Emotion OS helps people notice what they feel, when and why. Short, regular check-ins build a record of emotion, behaviour and context over time. AI helps surface patterns in that record — what tends to lift someone, drain them or change their emotional state — and turns them into insights they can act on. Tracking is only the mechanism. The point is practice: understanding yourself well enough to make better decisions and relate to others more clearly.
Why it matters
Most people learn to manage their feelings, not to understand them. Emotional intelligence shapes decisions, work and relationships, yet it is rarely practised deliberately. Emotion OS treats it as a skill that improves with attention, not a fixed trait or a score.
Local commercial intelligence
Aletheia Signal
Do the local homework. Get found. Get chosen. Grow.
Built with
- Profit System
- AI Systems
The bet
Local advantage comes from doing the fundamentals better, consistently.
What it is
Aletheia Signal brings the scattered signals of a local market together: search visibility, reviews and reputation, competitor presence and signals of where local opportunity may be emerging. It turns them into a clear, prioritised view of what to do next. It starts with the fundamentals most businesses know matter but rarely keep up with. From there it builds toward an ongoing view of the market: where a business stands, where it is slipping and where there may be room to win. It is built for owners who do not have time to become analysts, and for the networks that support them.
Why it matters
Many local businesses lose ground not because the market is unavailable to them, but because basic commercial fundamentals are left undone. Visibility, reputation, competitive presence and follow-through compound over time. Making those signals visible, prioritised and actionable creates practical commercial advantage — and at scale can strengthen the local businesses that underpin regional economies.