Norm and I didn't set out to land in San Francisco, but life has a way of bringing us full circle. Revisiting now, it’s clear something feels distinct. There's a renewed energy, a different momentum I didn't sense the first time around.

Thinking back to 2018, I faced a pivotal choice between starting my career in SF or NYC. My first experience of the Bay Area, through a fellowship, felt surreal. Like stepping behind the scenes of the internet itself. Touring iconic companies, I was astonished to see firsthand the machinery that powered global technology, all built right here. Yet, something felt missing. I couldn't visualize my youth unfolding amidst this backdrop. In New York, conversations rarely began with what you did for work; rather, people wanted to know what inspired you, what intrigued you. The city demanded work as a means to stay, not as an identity. In San Francisco, however, careers seemed to fully define the individual.

So when it came time to leave college, Norm and I started careering on two coasts, drawn by different magnets. I spent those several years in New York City, thriving on its relentless creative hustle and fast paced energy. Norm, meanwhile, started in the heart of tech, spending those formative years at Plaid in San Francisco before moving east in 2020.

Traversing Between Coasts (Source)

That cultural divergence deeply shaped me. My friends were artists first and professionals second, infusing a creativity first mindset into everything I did.

Norm’s journey had followed the full arc of tech. They experienced firsthand the excitement of scale and growth. When we became roommates in NYC years later, shared curiosity sparked a new trajectory. In many ways, our paths exemplified "careering"—moving rapidly forward, sometimes unpredictably, accelerating, changing lanes, and seeking new routes toward fulfillment.

We recognized that digital design, despite its endless possibilities, had a ceiling. Patterns became predictable; frameworks felt familiar. Our passion shifted toward physical experiences and spatial design. We began experimenting: shared art studios, rearranging spaces, crafting objects, and refining theories that merged digital sensibilities with the physical world.

The Preschool Cubes (Source)

At that intersection USB Club was born, a startup both surprisingly profound and culturally resonant, especially considering it was crafted by just two people. For those curious about its deeper story, we've detailed its lore here.

Transport (Source)

But why San Francisco, and why now? A compelling opportunity arose through World, a Sam Altman company, to continue exploring devices. It felt like the perfect reason to return, providing a platform to build, experiment, and collaborate in fresh ways. This marks the beginning of a new chapter for us, one we’ve started calling the Foreword.

In revisiting San Francisco, we carry with us a bi-coastal perspective. Those who stayed post pandemic doubled down on their vision; we're here to meet them halfway, eager to learn and contribute.

SFNYC (Source)

To us, reverse engineering means dissecting how something functions and tracing backward to discover its formative influences. Our return to the bay embodies this philosophy. We’re here to build things that illuminate perspectives people might not yet realize they're missing, creating moments of discovery and insight.

We look forward to sharing more soon, what lanes we're exploring, and where we're careering next. If you're in the Bay Area, let’s connect. And if you're elsewhere, stay close by subscribing.

Versioning,
Yatu