Operating principles
How we build.
What we refuse.
A single founder's biggest risk is scope creep. These are the rules the holding uses to resist it — and stay worth trusting.
Not trends
We evaluate every opportunity against strategic fit, user value, and long-term potential — not short-term trends. The problem must exist before the product does.
Disciplined, not reactive
We support disciplined product development, clear priorities, and measurable progress. MVPs stay deliberately small — scope expands only when beta data earns it.
Clear ownership, honest stages
We maintain clear ownership, accurate public information, and appropriate oversight across the portfolio. "Incubating" means incubating. The refusal list is public.
Especially across borders
Especially those who work, learn, and live across languages and borders. GDPR compliance as positioning, not a chore. No dark patterns, no manufactured urgency.
What SJL will not build
Explicit boundaries.
- No crypto, Web3, NFT or token-based models
- No gambling, betting or dating products
- No AI that impersonates real people or fakes reviews
- No weight-loss, calorie-tracking or "clean eating" products
- No supplement, nutraceutical or health-product sales
- No defence, surveillance or law-enforcement contracts
- No agency or custom development work — product-only
- No political campaign or activism contracts
Partner with the holding
Building something that fits our thesis?
We selectively partner on bilingual, privacy-first software for cross-border and international users — distribution deals, co-development, licensing. A smaller number of focused products done properly beats a large portfolio of shallow experiments.