Hi, I’m Maximilian.

I build software and try to learn how to sell it.

I started in marketing and sales, then studied strategic management and computer science because I wanted to understand both sides of building a company. That overlap feels especially interesting now: as AI makes software easier to build and copy, distribution, judgment, domain expertise, and the ability to deliver an outcome become more valuable.

Two essays capture the shift well. Distribution is the new moat argues that who already pays attention to a team is becoming part of its defensibility. Software is becoming marketing asks what happens when software itself becomes abundant. This site is where I work through that question by building products, testing how to get them into people’s hands, and writing down what I learn.