for Scaling Teams
Your team always agrees in meetings. Execution still drifts. By the time the drift shows up in numbers, you've burned weeks of runway. This is alignment theater - and it kills your velocity.
At Series A, velocity prevents the conversations that begin to drift. The founder is in investor meetings. Sales is closing deals. Engineering is heads-down. By the time everyone's in the same room, velocity has collapsed.
We're building the execution layer that keeps strategy intact when
teams scale fast.
Late Seed and Series A teams scaling GTM motions under 18-24 month capital windows. Built for teams that can't afford to drift.
© 2025 Shiny Thing AB, All rights reserved
After 8 years in GTM consulting, I kept seeing it: teams left meetings aligned, then execution quietly
unraveled. Commitments weren't written. Decisions got remade. Deadlines slipped. Everyone felt the drift,
but no one knew how to surface it without creating drama.
The problem wasn't strategy
frameworks—those exist. The gap was discipline: a lightweight system to keep those frameworks alive once
pressure kicked in.
We stopped consulting and started building:
Charters
A dozen blanks (bets, owners, deadlines, won'ts) that live in your existing tools. Forces groups to
become teams through explicit commitments.
Norms
A Slack-native safety net where anyone can flag drift privately. System strips names, returns patterns
(Flow/Drag/Stall/Break), surfaces misalignment before it compounds. Not surveillance—just a safe trigger for
resets.
Late Seed and Series A teams who are at the stage where informal coordination fails but inserting heavy process
kills speed.
Based in Stockholm. Bootstrapped. Learning with early teams now. If you've felt the
gap between what's decided and what actually happens, you'll understand what we're solving.
Charters
Guardrails
Force explicit commitments.
What we're testing, who owns it, how we'll know if it worked. Velocity
only holds when commitments are written.
Norms App
Safety Net
The app helps team members organize friction against timeless execution norms. Members flag issues privately in Slack; status shows as Flow/Drag/Stall/Break. Private reports prepare individuals for hard conversations. Team summaries surface friction before they compound.
Reset Loop
Confidence + Recommitment
Teams use surfaced signals to revisit their Charter. They check confidence in each commitment, separate execution drift from strategy drift, and make new explicit agreements. That's how velocity is restored — by rewriting commitments before they silently fail.
