Staring Into the Abyss

The moment we realised building it wasn’t enough

You build the thing. The thing is good. The team believes in it. You do, too

But the world?

The world... shrugs.

This is the moment we call “staring into the abyss”. Not because it’s hopeless – but because it’s humbling. Because silence in return is louder than applause.

Because this is the part no one tells you about.

We made something we couldn’t stop thinking about

insite wasn’t built in a brainstorm or a business plan, it was built out of frustration, fascination, and faith

Faith that the web could be better. That our minds deserved more. That maybe, just maybe, there was a gentler way to organise our digital lives without giving in to clutter or chaos.

We didn’t set out to make a note-taking app.

Or a task manager.

Or a messaging tool.

We set out to make a place to think. Something that could hold fragments of ideas, shared articles, things half-said in DMs, big dreams you didn’t know what to do with.

A space where your thoughts – fleeting or fully formed – wouldn’t just sit, but evolve.

But people didn’t get it, and that’s on us

We thought building the thing would be the hard part. Turns out, explaining it was even harder

We didn’t have the words. We tried “second brain”. 

We tried “notes, tasks, messages – all in one”.

We even tried saying nothing at all.

None of it stuck. Not really. Because deep down, insite isn’t about features, it’s about a feeling. A frequency. A new relationship with your thoughts.

And translating a feeling into a pitch? That’s the real chasm.

That was the Abyss

The moment we realised that marketing isn’t the glitter you sprinkle on top – it’s the bridge between belief and belonging

We had built a product for thinkers. But we hadn’t yet learned how to speak to them.

So this was the turning point – where the building didn’t stop, but the listening started. Where we stepped back, took a breath, and began asking: What are we really here to do?

We don’t have all the answers. But we’re asking better questions now.

And this blog is part of that journey.

This is your invitation

If you’ve ever opened 30 tabs and forgotten why. If you’ve ever taken notes you never looked at again. If your mind is full but your workflow’s a mess…

Then maybe you were always part of this. Maybe you’ve been staring into your own abyss, too.

And maybe – just maybe – Insite is the space you didn’t know you needed.

We're still figuring it out. But now we’re doing it with you