The Sahara Desert
Lobster Bob is in Morocco, on the eastern edge of the Sahara, at Erg Chebbi.










The physical products are not a side project. They are half the system. Here is why we built that half first, on purpose.
Lobster Bob is in Morocco, on the eastern edge of the Sahara, at Erg Chebbi.
Most companies build a product first and a story second.We did the opposite
The Grand Canyon sits in the north-west corner of Arizona, carved over six million years by the Colorado River.
What the Research Says About Getting OutsideThe case for getting children off screens and into the physical world is not soft. It is clinical.
The Drake Passage is the stretch of open water that sits between Cape Horn, the southernmost tip of South America, and the Antarctic Peninsula.
Your child is not broken. I need you to hear that before we go any further.
Count them. Go on. Mentally replay this morning."Brush your teeth." Nothing. "Brush your teeth please." Nothing. "I said brush your teeth."
Something happened around your child's seventh birthday. You might not have spotted it. No announcement. No milestone card. No notification from the school.
Count the toys. The ones with batteries that ran out. The ones with apps that got deleted. The ones that were used for eleven minutes on Christmas morning and haven't been touched since February.

