Why we started G²
We kept having the same conversation. Someone would ask what we were working on, and the answer took four minutes and three links, and by the end they still did not really know.
That is the whole reason this exists. Not a strategy. Not a fund. One link that explains what we are building and what happened to the things we already tried.
The name is not clever
People assume G² means something about growth, or leverage, or two times the output. It does not. We are both named Griffin. Griffin squared. That is it.
We keep expecting to be embarrassed by that and we keep not being.
What we are actually doing
Documenting. That is the commitment — not "posting content," not "building an audience." Writing down what we tried, what it cost, and what happened, close enough to the event that we cannot rewrite it later into something flattering.
The reason is selfish. We have both lost the details of projects we ran only a year ago. What worked blurs into what we wish had worked. Writing it down while it is still true is the only way to keep the lesson.
What this site owes you
Three things, in order:
- Honesty about stage. Every venture on this site carries a real status. If something is dead, it says killed. There is a page for those.
- Receipts over claims. When we say something worked, there should be a screenshot, a number, or a name attached.
- The losses too. A portfolio of only wins is a portfolio you are being sold. Ours has a graveyard, and it will get bigger.
Where this goes
Eventually we want to back other people — money, time, or just the answer to the question they are stuck on. We are not there. You should not take venture advice from people who have not built anything.
So the plan is boring: build things, write down what happens, and let the proof accumulate until it is worth something to someone else. That is what "building first, backing later" means. It is a sequence, not a slogan.
Check back in a year. The graveyard will tell you more than this page does.