Heartbreak to Handbook

A friend of mine was completely devastated after a breakup. And what do good friends do? We pamper each other with coffee, junk food, and conversation. Between hazelnut triangles, peri peri fries, and a few tears, we found ourselves deep in a discussion about AI and the breakneck speed of everything around us.

I shared a thought that’s been simmering inside me: we all know enough. But unless we put it down in a format others can consume—and we can revisit—it’s hard to truly build on that knowledge. What we need is a book. A place to dump all the knowns so we can explore the unknowns. A Feynman method of our own. But then came the real question, silent and heavy, sitting between us like a third cup of hot chocolate:
Who are we to write a book? And who’s going to publish it anyway?

That’s when a little Seth Godin magic came to the rescue.

Writing a book sounds terrifying. Not because of the work, but because of what it implies. It asks us to carry the weight of the author identity. And that identity is heavy. It feels like it belongs to people with book deals, forewords from legends, and names embossed in gold. Not us.

But essays? That doesn’t feel so heavy. Essays are light. Essays are honest. Essays are conversations between friends.

So we compiled 25 of them, written by us, for us, to rebuild our confidence in building AI products. Inspired by Seth, who always wrote for his niche, his marketing tribe, I finally found the courage to start #pifo Press.

#pifo Press will write books for our tribe. For builders, tinkerers, designers, and thinkers who breathe innovation. No gatekeepers. No permission slips. No fancy blurbs needed. Just clear, useful writing from one mind to another.

When you write for your own people, authorship is no longer daunting. The fear disappears. And what’s left is momentum.

So yes, a breakup turned into a build. A broken heart found purpose. The book is just 15 days away 😉

Because when your heart breaks, make art. It doesn’t have to be the poetic kind. It can be the product kind. The systems kind. The data kind. The kind that stitches you back together. 😂

In next 2 weeks our first kindle version will be out. This is exciting 🔥