Founder

I'm a working film writer and director. That means thousands of taste decisions a week under pressure including cast, budget, location, script, cut. And every one is done with money and time pressure behind it.

Film production is the most complicated cross-domain business there is. Finance, law, logistics, engineering, design, performance, language, weather, and art. Dozens of departments, hundreds of people who don't always see the same, all working on high pressure timelines. Little else people do collectively tests judgment like it. You are wrong in public, immediately, and the evidence is available within minutes.

I built Edin for myself as a creative exoskeleton to solve a problem. I needed something that recorded and held my judgment better than I could so my teams could act on it without waiting for me. For that to work, it had to decide like me. So I wrote down how I actually decide: what I refuse, what I'll trade, what I've never traded, and why.

Then I wired it into a real system and the AI tools I already run to watch it hold under live decisions.

And then I realized this problem of taste and judgment is everywhere. Every company is about to hand thousands of decisions a day to machines that have never met them, and the only thing separating one company from another will be whose judgment those machines are running on. Models will get cheaper and data ages. But taste is the difficult scarce thing, and it's the one thing you can't buy from a vendor.

Edin is your chance to own yours in the age of AI.