Most firms operate on linear logic. They look at data, spreadsheets, and industrial standard best practices. They attempt to solve human problems with engineering solutions, assuming the world is a machine.

We start at Zero.

The Zero Principle is the foundational realization that human behavior is rarely logical, but it is highly predictable. We don't look for more traffic; we look for the psychological friction stopping the traffic you already have. We don't scale noise; we architect systems that leverage human irrationality to create disproportionate results.