Register / N°001
October 2026: open
The Original
One project. We take a good product that customers compare with cheaper copies, and bring it to a Drop at full price. Then we hand your team the playbook and leave.
- Takes
- 13 to 22 weeks
- Ends with
- Your first Drop, at full price
- You keep
- The myth, the face, the code, the rhythm, the club and the playbook
- Discounts
- None
- Paid
- In full at the start. Out before week 7, half comes back
- Next number
- N°001
- Places a month
- 1
- This month
- October 2026: open
What’s inside.
- Weeks 1 to 3
Myth
Why you exist, your enemy, the story people retell. And the person who tells it on camera.
- Weeks 3 to 5
Code
How you look and sound, and the moments customers come back for.
- Weeks 5 to 7
Rhythm
What you repeat, and a calendar of Drops for the year.
- From week 7
Club
Who gets in, what they get, what can’t be bought. An access list with numbered places.
- Week 11 or later
Drop
A limited release, counted down and sold with no discounts. You make the product.
- Two weeks after
Playbook
The numbers of the first Drop, what didn’t work, and how your team runs the next one without us.
Who we take
A good product people come back to, losing to copies on price, with something we can turn into a limited release. $40k a month in profit or more, sold in English. A founder who decides and gives it about 40 hours. The first ten numbers go to physical products.
Who we don’t
- Brands that live on discounts and plan to keep them.
- Companies where a board approves every pixel.
- Anyone who wants it like the market leader.
What happens when you apply.
- Idem TestNine short screens. The questions are more honest than you’re used to.
- Video auditTheo records it himself and counts your Idem Score.
- The offerYour number, its price and the date of your Drop.
- The call30 minutes with Theo. You both decide if it fits.