Callum van den Enden
Product leader who ships production AI systems.
Currently founding hey anna, an analyst that tells you why your numbers moved. Before that, I repositioned a consumer tool into a $1M ARR enterprise business, led UK market entry from $20M to $60M in 12 months at Luxury Escapes, and much more over the journey.
Latest essays
- Shutting down hey anna An ablation test proved the product worked. A benchmark pilot backed it up. A real GTM effort still couldn't move traffic. What a good product without distribution actually looks like, and what I'm keeping from it.
- Your AI analyst is doing regex Ask a model to classify sentiment and it will quietly write keyword-matching code and present it as semantic analysis. The labels look right, nobody checks them, and every row that needed judgement is wrong. I measured how wrong, and what fixes it.
- When code gets cheap, the mockup loses its job Design tools earned their place by making expensive decisions cheap before anyone wrote code. Code is cheap now, so there is less reason to decide anywhere else, and Figma's market moved even while its product got better.
- Cheap intelligence makes the incumbents richer Cheap intelligence does not destroy value; it relocates it. Follow the money down the stack as the model commoditises and it lands in the layers a falling token price can't reach: proprietary data, workflow lock-in, distribution. The SaaS apocalypse is real and aimed at the wrong layer. It comes for the thin wrappers and the pure-model labs; the incumbent with a real moat just got a cheaper engine bolted into it.
- The bet against itself Intelligence is deflating about fifty times a year, and the companies that make it are filing to go public at the largest valuations in history. The contradiction resolves once you see that none of them is priced as a model company: Anthropic is an enterprise bet, OpenAI a distribution bet, xAI a compute bet. Each is worth a trillion dollars only to the degree it can stop being the thing it is famous for.