Our story
It started in a kiddie pool in Diez, Germany, in autumn 2014...
I was sitting in a children's pool with my own kids when I started thinking about Instagram. The company had been acquired by Facebook for a billion dollars, with around a dozen employees. How does that math work? What is software, really, that it can compress that much value into so few people?
That afternoon I began something that took the next ten years to develop: a way of meta-thinking through extreme comparisons. Cases that don't obviously belong together, but reveal something when placed side by side. Often slightly absurd ones. I took this thinking outside, into the forests and fields around Heistenbach, on long runs. Complex business problems unfolded better in motion than at a desk.
The pattern that wouldn't go away
I've built SaaS companies my whole career and made one successful exit. While running those businesses under real pressure, I was also testing every information management tool, model, and method I could find. An obsession that kept revealing the same pattern: decisions move work forward, and then drift as information keeps changing.
Teams aligned on Monday. After two weeks, new information had arrived. By the following week, half the team had moved on while the other half was operating on assumptions that no longer held. The strategy didn't fail. It dissolved quietly. This wasn't a bad-execution problem. It was a structural one. There was no place where the lifecycle of a decision could live.
AI didn't create this problem. It made it impossible to ignore. When teams produce three times more output and information, decisions break three times faster.
What we're building
Mirror is a decision-grade workspace for business and strategy development, a living place where decisions, assumptions, context, and next steps stay connected as information changes. Read more →
The team
Mirror is built by a Finnish team that has lived this problem for years. Kari architects the ontological structure and AI systems. Teemu leads the deep work on text and structure. Aleksi shapes the experience and visual language. Kreetta works with our pilot teams.
Mirror is backed by a unique combination of Finnish operators: SaaS exit veterans alongside leading practitioners in business and strategy consulting, people who have spent years inside the problem we're solving. Strategic angel investment extends into Sweden, with significant public R&D funding from Business Finland supporting our long-term technical development.
Where we're going
The companies that thrive in the next decade will be the ones that keep their direction intact while reality accelerates around them. Structural advantages need structural tools.
If you're building, investing, or leading in this space, we'd like to know you.