Blueprints

Working notes from inside the Orange Economy — on valuation, brand as capital, domain markets and building ventures where the asset comes before the company.

Valuation
Why your brand isn't on your balance sheet — and what it costs you
Internally generated brands are invisible to accounting standards. That invisibility has a price at every fundraise.
Cap Table
Three currencies, one cap table
How blending cash, brand and skill changes what a seed round can actually buy.
Formation
The brand-first startup
What changes when a founder starts with a category-leading name instead of earning one over six years.
Markets
Domaining's spreadsheet problem
Seven-figure portfolios run on tooling from 2004. What institutional infrastructure changes.
Talent
Sweat equity was always underpriced
Why the handshake failed, and what a valuated skill contribution looks like instead.
Thesis
The Orange Economy needs an architect
The infrastructure gap between creative output and creative capital, and who fills it.

Insights

Reports, films and short arguments from the desk — the research behind the blueprints, published as it lands.

Build On The Blueprint

Bring Us The Asset, The Name Or The Thesis — We'll Tell You What It's Worth And What To Do With It.

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Blueprints

Why your brand isn't on your balance sheet — and what it costs you

Three currencies, one cap table

The brand-first startup

Domaining's spreadsheet problem

Sweat equity was always underpriced

The Orange Economy needs an architect

Insights

Orangeful + GoDotly

Orangeful + BeanstalkX

Orangeful at Namescon 2026

Orangeful Launching

What A Prepared Company Actually Looks Like

The Operator Bench, Explained

Paying Operators In Stake, Not Salary

Creativity Is An Asset Class. Here Is The Ledger.

What A Brandable Domain Is Actually Worth

Build On The Blueprint