Your brain was meant for less. The prefrontal cortex, used right here and now, is choosing what to focus on, what to ignore, what matters. It’s the hardware that helped our ancestors find a lion from a rustle in the grass. It can hold roughly 4 things in working memory at once. Maybe yours can hold 5, maybe it can hold 3. It can make 35,000 decisions a day before your competence degrades. Designed for a world of less information, and higher stakes.
An unread inbox, the spam filter doesn’t work, you’re in too many slack channels, behind on friends and family, whatsapp, facebook, all the others. People take time off of your calendar, you’ve started blocking out time for meaningful work, and demand meaningful work from yourself when you get there. 50 Adverts a day A/B tested for conversion. Another tool to use. The AI model is outdated again. Linkedin a/b tested hooks are A/B testing whether you’ll click on them. Your email inbox is A/B testing what you’ll click on. Google is A\B testing what you’ll click on. Meta is A\B testing what you’ll click on. What are you going to click on? Stop clicking.
Somewhere in that wall of noise is one thing that needs your attention. One decision that actually matters. Finding it in 30 tabs, 30 channels, transcripts, messages, drives, that single source of truth the company paid for, hundreds of lines of text. Your brain was built for less. Your brain is fantastic.
Cognitive science named context switching cost. Every time you move from Slack to email, from email to Linear, from Linear to Notion your brain spends 23 minutes on average recovering the full depth of its focus. Do you ever find it again? The world wants you distracted, competes for it. They A\B test for it. Cognitive science named decision fatigue. Its every micro judgement.
And ultimately, the ambient anxiety of everything happening beneath you, hidden in itself. Do you even know if there’s a deadline? Can you point to it? The lack of clarity can eat you from the inside.
You know this all already. So do tech founders. Lets fix a tool with a tool. How many tools build to be the last one and perpetuate this dissonance you feel? We think this +1 approach is wrong. That that instinct is the problem. That the marketing spend fuelling them is compromising you and your wonderful mind.
We pledge to reduce the sound. Free up your brain. Ask for as little of your time as possible. To bring you what matters. To find the signal amongst the noise. We pledge this because 300,000 years of cognitive evolution gave us a remarkable machine for making high-stakes decisions with limited information. Because society spent the last decade drowning others in its slop, then wondering why we can’t think.
Cloop bets on technology that gives autonomy to the people to dictate what they see. We believe the defining company of this generation is the one that tells you the least.
That the future isn’t more apps, it’s no apps.
