Why We're Doing This Quietly

CTE is an experiment in how human effort, attention, and decision-making create value in a world saturated with tools but starved of clarity.

Rather than scale assumptions, we chose to scale evidence.

Rather than promise outcomes, we chose to test them.

Rather than invite everyone, we chose to invite those willing to participate thoughtfully, reflect honestly, and accept uncertainty.

What This Is Not

• This is not a finished product.
• This is not an investment vehicle.
• This is not passive income.
• This is not a scale-first startup.

What This Is

It is a collaborative inquiry into three questions:

• Can decision load be measured meaningfully?
• Can reducing it improve real work?
• Can the value created be shared fairly?

We believe the only responsible way to answer those questions is with a small, serious group, working transparently, learning quickly, and publishing what we find — even when it's uncomfortable.

Our Principles

Why This Matters

The productivity industry is full of tools that measure hours worked, tasks completed, and outputs produced. But there's a gap: we don't reliably measure the cognitive cost of decisions — the invisible burden that fragments attention and erodes clarity.

Recent research from Harvard, Stanford, and Microsoft suggests that productivity gains now come more from reducing cognitive switching costs than from increasing effort. Multitasking and decision fragmentation consistently reduce effective output by 20-40%.

We're not claiming to have solved this. We're claiming it's worth investigating carefully, with people who care about the answer.

What I Believe

I believe we can get 10x more done in half the time.

I have done it. You can too.

This isn't hype. It's what happens when you stop fighting cognitive friction and start measuring it. When you see where your decision load actually comes from, you can finally do something about it.

Part of it was putting my finances on autopilot using proven frameworks. This isn't financial advice — you can find that anywhere online. Just pick one and commit fully. The point is: I stopped spending cognitive energy on things that could run themselves.

The time you reclaim is yours to spend however you value. I invested mine with my family — coaching my sons' Little League and soccer teams, leading their BSA troop until they both made Eagle Scout, and spending weekends hiking, camping, trail riding, and skiing together. I also gave back to the community — organizing food bank drives, supporting local charities, serving on Scout committees alongside other adults who cared about the same things. That's what I chose. You choose what you value.

This will help you do that too. It helped me.

The research matters. The evidence matters. But I'm not running this experiment because I'm curious about an academic question. I'm running it because I've lived the difference — and I want to see if it's reproducible.

Our Commitment

The Road Ahead

We're starting with a small founding cohort — 25 to 50 people who are willing to invest their attention, reflect on their work, and help us learn what's true.

Over the next 90 days, we'll test three things:

• Does our Decision Load Index behave like a real signal?
• Does awareness plus tooling change actual behavior?
• Is there any external willingness to pay for this signal?

At each gate, we'll evaluate honestly. If the evidence doesn't support continuation, we'll stop and share what we learned.

Where We Are Now