The knotted rope.
What untangling a business feels like from the inside.
Here's what the work feels like from Andrew's side. You hand him a knotted-up rope, and he pulls it taut until every kink works out.
People finish realizing they didn't actually know how their own business worked. Then they do. And they feel dialed.
Why a rope
A knot isn't broken. Everything is still there: the customers, the team, the offer, the money. It's just tangled, so pulling harder makes it worse. Most founders respond to a tangled business by working harder, which tightens the knot.
The move is the opposite. Slow down, find where each strand goes, and straighten it. That's See it: mapping how the business actually works before changing anything.
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