EXECUTE WHAT MATTERS

You’re ambitious, full of vision. The work gets done, but you’re bleeding for it. The generic advice you live by was written for people who lack your drive.

Flowdealer reads your work shape, mind shape, drives and values to build your Flow Playbook: what to focus on, what to cut, and how to finish. Survival gets the work done. Flow gets you there.

Build my Flow Playbook

Free. We open in small groups.

The trap

We’re high-drivers who burned out doing everything right.

We recognized the pattern in ourselves, then found it in 603 others just like us.

You’re expected to muscle through on willpower, but the cost keeps spiraling.

willpower works for people who don’t need it

You tried “the best system” everyone swears by, but quit after a week.

44% of us named a system we quit

You’re fed productivity advice everywhere, but it’s all generic fluff.

one-size-fits-all advice performs worst

You’ve got an app for everything, but your workload is still overwhelming.

overwhelm is identical at 3 tools or 12

You juggle a dozen priorities, but they all compete for the same day.

nothing sank more plans than this

  • You’re expected to muscle through on willpower, but the cost keeps spiraling. willpower works for people who don’t need it
  • You tried “the best system” everyone swears by, but quit after a week. 44% of us named a system we quit
  • You’re fed productivity advice everywhere, but it’s all generic fluff. one-size-fits-all advice performs worst
  • You’ve got an app for everything, but your workload is still overwhelming. overwhelm is identical at 3 tools or 12
  • You juggle a dozen priorities, but they all compete for the same day. nothing sank more plans than this

Get your Flow Playbook

This isn't a quiz with a score at the end, and it isn't a type: no label millions of people share. Four blocks map your wiring: 4–7 minutes each, rapid taps, no open questions. The combines and the playbook cost you nothing extra; they build from answers you already gave, and every line traces back to them.

Work Shape How you launch, focus, and finish.
Mind Shape How your engine starts, not why.
How You Run
Drives The eight pulls behind your action.
Values Your real non-negotiables, ranked.
Why You Run
  1. hero Your gem
  2. block Work Shape How you launch, focus, and finish. Finds where your momentum leaks and hands you the move that fixes it.
  3. block Mind Shape How your engine starts, not why. Builds you the setup where tasks start and deep work actually holds.
  4. combine How You Run Work Shape × Mind Shape Digs under your pattern to the true cause and rebuilds the fix on it. Unlocks once Work Shape and Mind Shape are both done.
  5. block Drives The eight pulls behind your action. Separates what actually moves you from what you think should move you.
  6. block Values Your real non-negotiables, ranked. Gives you a filter for the hard calls and a clean rule for saying no.
  7. combine Why You Run Drives × Values Catches you chasing what you don't really value, or starving what you do. Unlocks once Drives and Values are both done.

State of Capacity Intelligence

The Execution Paradox

The inaugural edition of our quarterly report opens on the execution paradox: drive predicts nothing, structure predicts everything. The most driven don’t finish more, they just crash harder. Out 17 September.

Most productivity advice is written for people who struggle to start. It tells you to push harder, dig deeper, and find more willpower. Aim that at people who already run on high drive and nothing more comes out: the deadlines still get hit, but the person hitting them is what breaks. We surveyed 603 founders, builders and operators. Drive was the weakest predictor of execution we measured, and willpower works best for the people who need it least. This advice is not neutral.

It is actively weaponizing your ambition against you.

Stewart Rogers· Journalist & Analyst
tap or hover a mark for detail
What predicts completionlonger spoke = stronger predictor

The team

Human-first obsessives.

None of us are wired the standard way. The drive got us far, but each of us paid for it: overwhelm, anxiety, depression, a running sense of doom. We tracked everything, optimised harder and read every book with "habits" in the title, but it kept costing more than it gave. So we measured the pattern, in ourselves and in 603 people like us, and are building Flowdealer to fit the wiring instead of fighting it.

Dmitri Keler

Co-Founder, CEO

Engineer by trade, infrastructure and automation first, then product and design. Spent years on biohacking, planning frameworks and the whole self-improvement circus, but kept burning out anyway, not from the work but from the effort of holding the structure together. Wired differently, which turned out to be the reason: every method assumed a brain he does not have. Now building the system that adapts to the person, not the other way round.

Tõnis H. Hlebnikov

Co-Founder, CTO

PhD candidate in computer science who came through psychology first, which means he understands both how systems work and why people break them. Club owner, DJ, musician, and academic. A natural juggler who figured out early that the best systems hold multiple things at once. Treats code as a creative medium, not a technical chore.

Erkki Kubber

COO

A serial entrepreneur with ventures across edtech, sustainability, and now mental health. Always drawn to the problems that actually matter. The kind of person who tracks sleep, trains for marathons, and has kept a gratitude journal for nine years not as a trend, but as a system. Loves numbers because they tell the truth. Has been studying human performance long before it became a buzzword.

Nika Smirnova

CMO

Started doing marketing in high school because building things felt right, not because it was a plan. Grew into a full-stack marketer: from communications and branding into digital campaigns, website analytics, and data infrastructure. DJ, musician, and event organizer outside of work. Has lived through burnout and depression personally and knows exactly what it costs to operate without the right system.

Svetlana Pospelova

Design Lead

Came to design through practice, when a first website hooked her on the place where visuals, technology and product logic meet. The eye was there long before: in her photographs, in the content she made for brands, in the bags and accessories she makes by hand. For her, good design is the balance of looking whole and staying understandable, and she notices details, composition and atmosphere most people walk past.

Ksenia Stark

GTM Advisor

Over a decade building and scaling digital businesses across gaming, streaming, e-commerce, fashion, sports, and finance. Managed markets at €500K daily turnover. Speaks at international events not to network, but to shift perspectives. Conscious entrepreneur in media, mental health, and human heritage, because she's always chosen sectors that matter.

Stewart Rogers

PR Advisor

Spent decades at the frontline of global technology as a journalist, editor, and strategic consultant. Then built companies himself, because watching from the sidelines stopped being enough. Has connected founders, investors, and innovators across dozens of countries. Now focused on the startups building things that last, for people who are built differently.