Dendedo

Not clickbait. Same day.

I spent months building Dendedo, a gamified anti-procrastination app for iOS. Solo. Product, design, code, everything. Launch day was supposed to be the best day of my year.

Instead I spent it packing boxes.

Were the two things connected? Honestly, I don't know. I've replayed it a hundred times. Maybe building alone made me distant. Maybe it was ending anyway and the timing was a coincidence. Probably somewhere in between. Five-year relationships don't end for one reason.

What I do know is what's left. One of the two biggest things in my life is gone, and the other one just shipped. So Dendedo stopped being a side project that day. It's the thing now.

Here's the irony that keeps me up at night: I built an app to help people stop procrastinating on their dreams, and I have no idea if I was present enough in my own life while doing it.

But that's also why I believe in it more than ever. Most people never even start chasing anything. They scroll, they plan, they "research," and five years pass. I want Dendedo to be the thing that gets people to actually do the work, one small task at a time, before life sends them the bill.

The numbers are humbling. Early users, brutal activation problems, zero conversions at my first price point. I've already rebuilt onboarding, dropped pricing, shipped a social system. I document all of it daily, the wins and the faceplants.

I'm not telling this story for sympathy. Every founder here has a version of "everything happened at once." Mine just happened to be visible.

Ask me anything about building solo, launching, or what I'd do differently. That last one has a long answer.