IdeaJetLab · A company-building studio
Ideas under pressure.
We put your idea in the Wind Tunnel. The ones that hold shape get built. The ones that don't, we tell you. Before you spend a year finding out.
01 · The scarce resource
Building is cheap now. Judgment is not.
AI handles the throughput. What breaks ventures isn't engineering. It's judgment. What you're really selling. Who's really buying. How you win when ten teams can ship the same feature.
02 · Enlarge before you narrow
Most advisors validate the idea you walked in with. We generate the ones they missed.
We generate three to seven rival framings of your problem. Then we apply pressure to each. The ones that hold shape are the ones worth building on.
03 · Binary, not diplomatic
A Wind Tunnel ends in a call.
Build, or don't. Pivot to this framing, or drop it. You don't pay us to hedge. You pay us to see what you can't.
04 · Handoff-shaped
Everything we produce is yours to run with.
The Framings Map, the Convergence Map, the product brief, the code — you own it. No retainer traps. No lock-in. When we're done, you don't need us.
42%
of startups fail because there is no market need for what they built.
CB Insights — Top 12 Reasons Startups Fail
Market need is the first thing a Wind Tunnel tests. Before the pitch deck. Before the MVP. Before the year of your life.
A tunnel doesn't check whether your idea is plausible. It finds the version of the problem where your assets, the market, and the business model reinforce each other. Usually it's not the one you walked in with.
Wind Tunneling™
The Method.
A divergence-then-convergence test. Three phases. One binary outcome.
01
Open
Open the aperture
We challenge the framing you walked in with. Who else could the customer be. What else could they be buying. What adjacent problem might be the real one. We generate three to seven rival framings. Each plausible enough to defend.
02
Pressure
Apply pressure
Every framing runs through the same convergent evidence test — market signals, business model mechanics, competitive dynamics, technical feasibility, founder-fit. Contradictions surface. Fragile framings fragment. The robust ones advance.
03
Converge
Converge on the call
Two or three framings remain. One is usually load-bearing — where your assets, the market, and the business model reinforce each other. We make the Kill-Or-Build call. Explicitly. With reasoning. Adjacent bets are captured, not lost.
Deliverables
What you walk away with.
You leave with three artefacts. Every Wind Tunnel produces them. The Full Arc adds the build.
—
Framings Map
The rival problem definitions we considered, and which ones held shape under pressure. You see the alternatives you didn't know you had.
—
Convergence Map
Where the evidence threads reinforce each other, where they contradict, and what the load-bearing assumption is. The anatomy of the idea.
—
Kill-Or-Build Call
A direct recommendation with reasoning. If build: what ships first, the falsifiable milestone, the 90-day plan. If kill: the adjacent framing worth testing next.
— Full Arc only
Programmable plans
Product brief, PRD, epics, stories. Optional full-stack build. You own everything — strategy docs, code, IP. Nothing is locked to us.
Engagements
Three ways to work with us.
Different doors into the same method. The shape follows the question.
Half a day
Intro Session
A first pass of Wind Tunneling with both Partners. You leave with a Convergence Map, a direct opinion, and clear next moves. Enough clarity to act on your own, or a basis for going deeper.
Two weeks
Exploration Sprint
Kickoff plus rapid iteration across several concept angles. Shortlisted framings. First-draft business model. Positioning hypothesis. An initial Kill-Or-Build call on each direction. For when the question hasn't settled yet.
Eight to twelve weeks
Full Arc
Complete Wind Tunnel on the surviving concept. Business model. Go-to-market. Product brief, PRD, epic and story breakdown. Optional working full-stack build. Client owns every output — docs, code, IP.
Ventures
What we are building.
We don't just stress-test ideas. We build them.
“We don't validate the first idea in the room. We generate the ones that should have been there. Then we test them all under the same pressure. The survivor is usually not what you walked in with.”
Alex Blumentals — Partner
A note from the Partners
We take on a small number of engagements at a time. Every one runs through both of us. If a Wind Tunnel produces a kill call, we say so plainly. That is why the people who have worked with us keep coming back.
New client testimonials are coming as current engagements conclude. Until then, our work speaks through the ventures we have built and the partners we have stood alongside for years.
The Partners
Two people. Every engagement runs through both of us.
Alex Blumentals
Partner, Strategy
“The hardest work in building a venture isn't writing code. It's working out which version of the problem to solve. That's where thirty years of consultancy earns its keep.”
Edgars Rozentals
Partner, Build
“I've built enough systems to know which ideas are technically load-bearing and which are technically decorative. The tunnel tells you which one you're holding.”
Start with pressure.
Book an Intro Session. Half a day in the Wind Tunnel with both Partners. You'll leave with a first-pass Convergence Map, a direct opinion, and enough clarity to decide what happens next. We are selective. If we don't see a great opportunity, we'll say so.
Next Intro Sessions opening · May 2026