Founders are told to "know themselves" but given no tools beyond vague personality tests and generic advice. The result: brilliant people making the same mistakes, blind to patterns that are obvious to everyone else.

Pride masquerades as conviction. Anxiety disguises itself as diligence. Control feels like leadership. These are not flaws — they are adaptive strategies that helped you get here. But they become demons when they run unconsciously.

Founder Atlas — 56+ profiles analyzing how famous founders actually think under pressure.

Demon-Angel Framework — 7 core distortions and their clarified counterparts.

Clarity Engine — A diagnostic tool mapping your personal patterns (coming soon).

Persona System — 6 archetypal founder modes: how you tend to play the game.

We prefer observation over ideology. No gurus, no dogma.

We treat your mind as a living system, not a fixed identity.

We believe most people are not broken – just misaligned with their own patterns.

We build for people who ship things and make decisions under pressure.

Goneba profiles are interpretations based on public information: interviews, biographies, documented decisions, and behavioral patterns over time. They are not official diagnoses or endorsed by the founders profiled.

The framework draws from psychology, systems thinking, and pattern recognition — synthesized into a language designed for how founders actually think.

Built by someone who has watched too many smart people — including themselves — get trapped by patterns they could not see. Now building the tools that would have helped earlier.

Explore the Founder Atlas →