Every’s Master Plan: Part II

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Every is such a weird company that it shouldn’t work.

We have a media business, a product studio, and a consulting arm with 15 full-time employees. We run a daily newsletter and four AI products in-house. And we’ve raised less than $2 million.

If you pitched this setup in a vacuum to an investor or even a smart friend, they’d look at you sideways. And yet we do about $1.2 million in annual recurring revenue (ARR), growing on average 15 percent month over month for the last three months. The consulting business will also do $1-2 million this year, and it’s booked through the first quarter of 2026.

The only reason we can do all of this is AI. Most of our products are run by a single person. Everyone inside of the company is a generalist, and everyone does work that blends traditional job roles. All of the writers are builders, and all of the builders write. We’ve found a new shape for AI-native businesses, and I want to lay out how it works and where it’s going.

I first wrote a master plan last year that explains each part of our business, and how each contributes to the other. But recently we reached a new level: The business is working and starting to scale. The loop between media, software, and client work is compounding.

So it’s time for a new master plan.

We aim to build an institution by playing around

Our goal is to build an institution to help people live well and do great work with AI.

I believe that the best way to do this is not to aim for it directly. We don’t want to grow at all costs or demand an immediate return on investment. Instead, understanding new technology requires the freedom to explore, experiment, and make mistakes, which is traditionally at odds with the serious focus required to build an institution.

Instead, Every is a creative playground. A place where multidimensional writers and builders come to use new tools and models, experiment just for the fun of it, and take creative and technological risks together.

This dynamic creates a productive tension: Our long-term goals are serious and ambitious, but our day-to-day work is light and playful.

Inside of this playground we’re inventing an AI-first way to work—and we share that with our readers, users, and clients.

Every’s core loop

In order for us to travel the road from playground to institution, we need a loop that works. Over the last year and a half we’ve found a way to turn the exhaust from our play into bricks that stack into a big business. Here’s what it looks like:

1. We live in the future.
2. We write what we see.
3. We build what’s missing.
4. We teach what works.

I’ll go through each of these briefly.

We live in the future

I can’t figure out new technology just by thinking about it. In order to know what comes next, I have to use my hands and my mind. This is what we do at Every: Each of us turns to AI first to do every single task—writing, editing, coding, design, operations.

By doing this we create and inhabit a new world together, a little pocket of the future,

We write what we see

When you live in a new world, much of it is invisible—not because it isn’t happening, but because there aren’t yet words for it.

That’s why writing is the soul of Every. By putting words to what we notice, we make it visible to ourselves and to each other. So the future becomes a shared reality—something we can think about, argue over, and build on, together.

It also helps us gather a tribe of people like you who see the world in the same way we do.

We build what’s missing

When we inhabit this new world together, we naturally discover its problems—and then we build solutions, together.

Everything we make starts as a side project, an experiment, or something we build to solve our own problem. Then we see if it spreads to the rest of the team. If it does, we launch it to our readers.

This has become the four products we run—Cora, Sparkle, Spiral, and Monologue—and we have more on the way.

We teach what works

We take what we’ve learned in each previous step of the loop and bring it to the best companies in the world to help them do it, too. We study organizations to understand how they work and where AI can be helpful—and then we train them on ChatGPT and other AI tools to help them use AI like we do.

The only subscription you need to be at the edge of AI

The output of all of this work is an ecosystem of content, software, and services that is bundled into a single subscription, the Every subscription.

When anyone subscribes to Every, they get access to all of the ideas and apps we make for one price. With Every today, subscribers can:

1. Read your email with Cora.
2. Write great content with Spiral.
3. Speak to your computer with Monologue.
4. Organize and search your files with Sparkle.

Next, we’re working on a platform layer that unifies memories from each part of the ecosystem so that—with subscriber permission—context travels with you across apps. For example, you should be able to read a newsletter in Cora and write an X post about it in Spiral. Or Sparkle should be able to tell Monologue about the kinds of words it finds in the filenames on your computer to improve Monologue’s speech-to-text capability.

AI gets better the more context it has, and we’re building the knowledge store of who you are and what you care about that we wish we had ourselves.

And we’re incubating more software to add more value—and more context—to the ecosystem. We have tools in the pipeline aimed at solving your headaches with legal documents and accelerating the engineering work you can do with AI agents.

Over time we hope high-taste AI early adopters come to think of Every as an operating system that gives them everything they need to work and live in the allocation economy.

Why software and media?

For most companies, research and development of new products is an expense. For us, it’s a profit center.

Any experiment we run starts as content. For example, what became Spiral started as an article I wrote. Because our job is to do great writing about the frontier of AI, we have to experiment—but the experiments don’t have to be businesses.

This allows us to be playful and explore ideas with odd shapes—and then chase down any of them that shows promise.

Why a bundle?

Anybody can build a clone of one of our products, but it’s very hard to build our whole universe of apps, ideas, distribution, and brand. When software becomes cheap to build, ecosystems are the edge.

Why pay for a bunch of individual AI subscriptions when you can get all of the AI products you want for one subscription price?

As we add more platform-level features, we think this bundle advantage will become even stronger. Each product will be able to contribute memory and context that will be useful to the other apps in the ecosystem. It will also open up more opportunities for personalized content that will help us tell new stories in new formats.

Why consulting?

Put simply, the chance to have the biggest impact on how we work with AI is to work with large companies and teach them how to do it well. McKinsey can’t do this—they’re not AI-native. And large companies have a hard time doing this themselves because it’s no one’s job.

Consulting is also a great business. It funds the writing we do and the products we build, and I believe it will become a valuable way for us to sell the Every subscription to enterprises. It also deeply informs our perspective on where AI works and where it doesn’t at large companies.

Not changing the world, but a different, more powerful thing

We exist at the intersection of software and storytelling, and this helps us bring forth a new world: one in which we can use AI to live better, more creative lives and build better businesses.

This is an important responsibility, because it’s not the default path. Our feeds today are filled with questions about what AI might do instead and how it might take away our creativity, soul, and agency.

I believe those things won’t vanish in the future—because they are within us. Every is a place dedicated to finding and creating that spirit in the new world being born.

And to inspiring others to do it, too.

This master plan comes from a cohesive worldview that I’ve developed by writing, coding, and living with AI since GPT-3. I’ve expressed it piecemeal on Every in essays over the last few years, and now I’m working on a book about it.

Over the next several weeks I’ll be publishing new essays that I’ve written as part of the process of writing this book. They’ll cover how AI might change three crucial parts of the world: business, science, and creative work. Stay tuned.

Dan Shipper is the cofounder and CEO of Every, where he writes the Chain of Thought column and hosts the podcast AI & I. You can follow him on X at @danshipper and on LinkedIn, and Every on X at @every and on LinkedIn.

We build AI tools for readers like you. Write brilliantly with Spiral. Organize files automatically with Sparkle. Deliver yourself from email with Cora. Dictate effortlessly with Monologue.

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