We’ve just announced Phase shutting down. It’s been a big chapter of my life, but it’s time to see what’s next.
Years ago, we set out to help designers Enjoy Being Creative creative flow. Building a very difficult product with a powerful no-code canvas workspace. When we started, the vision was often called the “holy grail” by designers.
In the past year, instead of scaling down while the market movement sped up, we took a shot at quickly building a no-code Figma challenger, but came up short.
It was a tough journey.
I raised money every single year, for 7 years, to keep the company alive. Our bank account ran dry, I think, 6 times? We clawed our way back from the dead—over and over. My oldest son just turned 5, and constant fundraising adds up to over a year away from him.
Last year, we raised enough to, for the first and only time, stop thinking about fundraising for six months. It was the most productive stretch we ever had.
We must’ve moved 2–3x faster. I always knew fundraising was a distraction, but experiencing pure heads-down execution for those 6 months…wow, we moved so much faster.
Hindsight has also let us reflect on just how difficult it was to build great execution here in Taiwan. There’s no playbook here; no startups that have really paved the way.
The Silicon Valley operating playbook doesn’t translate here, but neither does scaling down Taiwan’s big corporate operating model. They’ll both fail, and if there’s a high-performance software startup in Taiwan that’s built a successful operating model here, I haven’t met them.
So we had to innovate entirely new ways of working, while tackling a complex product at the same time. This was a challenging process, and in hindsight I think more energy went into getting a high-performance operating model in a Taiwan context than into anything else.
That was an engaging challenge to solve, but founding our company in a place which I love, but which forced those additional challenges on us, probably didn’t help our chances of success.
That said, I am very proud that I think we did solve them. By the end of the company, I think we had innovated a unique and effective operating model that actually worked here in Taiwan.
In the weeks before the shutdown, I was open with the team about what was coming. So when several people asked to talk privately, I assumed they were taking my outside to quit; getting off the sinking ship.
I couldn’t have been more wrong, because each time they just wanted to say thank you. For building a company they loved working at. A challenging place for growth, learning, and being part of a high-expectations, high-performance team pushing through something hard together.
In the months before, a few people had called it their “dream job.” Hearing similar again at such a tough time, for the company and for me, was a good feeling. So I’m writing it down here to remember and reflect on in the future.
It was a hard, hard road to get there. It took years to innovate a unique operating model that actually worked. I can belatedly apologize to those who suffered through the stressful times in the years before we got there. But we did eventually get there, and I’m proud of that.
That success, especially in a place where good jobs are rare, is a big part of why I’m still driven to build a large-scale company in the future. Someday I want to create a lot of great jobs, for a lot of great people.
So, it’s time to say goodbye to Phase.
Like anyone, I’ve had major downs before. But each time, they’ve always led me somewhere great in the end. Clichés like “when one door closes…” have turned out to be true.
So let’s see what’s next. Amor Fati.