Info
Creative studio. Product lab.
SELF is a creative studio and a product lab.
We help founders, companies and funds build AI workflows, create brands that win, tell better stories and engineer GTM strategies. We build tools and products we love.
As a lab, we ship Kerouac, Laterware, Post Through It, and Distributism. The thinking that drives both lives in public on Substack.
Founded by JA Westenberg.
Products
- Kerouac — Your whole writing career, on one graph.
- Laterware — AI and robotics, curated in real time.
- Post Through It — A solo microblogging tool.
- Distributism — An app store for MCP servers.
Studio
- AI Strategy
- Agentic workflows
- Branding
- Messaging
- Storytelling
- GTM
- Media
- Naming
Who this is for
- Technical founders and operators who need their work to be legible to customers, candidates, and capital
- AI labs, deep tech, developer tools, enterprise SaaS, robotics, biotech, climate tech, and venture firms
- Teams that want a senior partner, weeks not quarters, and no junior handoffs
How we work
Founder-led. Senior-only.
No account managers. No junior handoffs.
Weeks, not quarters.
Ambition without the calendar bloat.
Async-first.
Clear writing beats status meetings. We respond within 24 hours.
No process theatre.
No decks for the sake of decks. Judgment in, systems out.
AI accelerates craft.
We use AI to move faster without hollowing out the work. We believe in AI disclosures and tools that scale.
Everything compounds.
Brand, messaging, story, and workflows should stack.
Values
- Founder-led. Senior-only.
- Weeks, not quarters.
- Async-first.
- No process theatre.
- AI accelerates craft.
- Everything compounds.