I’m doing this a bit differently compared to my previous projects.
It’s not something new; other products work in the same area, so I know the idea is validated.
I didn’t go deep into development first. I just put up a landing page, added a waiting list, and started reaching out to people on LinkedIn to see if there’s any interest.

At the beginning, that part was actually the hardest.

It took me a while to even start. I was overthinking it a lot, like if I say the wrong thing, I might mess up my chances completely.

At some point, I just realised that doesn’t really make sense. I’m not doing anything wrong. I’m just asking if something I’m building could solve a problem for someone. If they’re not interested, that’s fine.

A “no” is expected anyway.

So far I’ve got around 25 people on the waiting list. For me, that already feels like a good sign.

What’s been interesting is how B2B feels different from what I was used to.

It’s less about features. People don’t really ask for that. It’s more about whether something actually saves them time or removes a problem they care about.

That’s basically where I am now. Keeping things simple and focusing on one thing that works properly before adding anything else.

Best,
Tiago

And honestly, that’s not necessarily a bad thing.

Fundamentally, the project is doing exactly what it was meant to do: make it easier to keep track of your team’s pull requests and know when you’re needed.

Someone asks you for a review? You get notified.
Someone mentions you on a PR? You see it immediately.
CI comments, approvals, feedback on your own pull requests — everything becomes easier to follow without constantly checking GitHub.

The interesting part is that users seem genuinely happy with the app's current state.

Whenever I ask:

Is there anything else you’d like to have?

The answer is usually:

Honestly, it’s already good as it is.

Of course, I can keep improving things. I can refine the UI, add more granular notification controls, and polish details here and there. And I will.

But the truth is, right now it feels more like a maintenance-and-refinement phase than a major expansion phase.

And that’s okay.

I still love the project.
I use it myself.
It solves a real problem for a very specific type of user.

But I also recognise it’s a narrow niche product.

At the same time, I still love building.

So lately I’ve been focusing on a new project: generating release notes automatically from your GitHub history.

What surprised me the most was the reaction when I started talking to potential clients about it.

I expected polite interest.
Instead, I got responses like:

Wait… you can automate that?”
“I’m literally doing this by hand right now.”
“If this works well, it would be awesome.

That was encouraging.

Of course, real validation only happens when people are willing to pay for it. Interest is one thing. Money is another. But it’s still a strong signal that the problem exists.

Right now, the MVP is already working.

Ironically, I’m spending more time on the landing page than on the product itself.

I want to really nail the positioning and communication first. Show it on LinkedIn and other business platforms, see how people react, and iterate from there.

The product can be polished later.

You can already see the first version here: ReleaseView

I haven’t written in a while.
This felt good.

Thank you, Writizzy.

Tiago

Projects:
www.cozywatch.com ( $400 )
www.typegoat.com ($50 ) sponsor
www.releaseview.com ( waiting list )

Kids with the usual winter sickness. Not dramatic, just enough to steal long stretches of time. I didn’t get the focus blocks I wanted for the new SaaS. Frustrating, because momentum is fragile.

Spent most days fixing bugs on the Cozy Watch app and the website. Tiny things that should take 10 minutes take an hour. The compact menu ended up needing three tries, now it’s clean, and I actually like it. it and use it as a default. Small wins.

We did a Uneed launch, moved up to 4th place from 5th.
Uneed Competition was fierce. I’m still terrible at marketing, and that’s a gap I need to fix. Building is easy for me. Selling is not.

Four new sales. $80. Not headline material. But wild to think that last year at this time Cozy Watch didn’t exist. Now it does. People pay for it. That’s a real thing, and it matters more than the number.

You can check here www.cozywatch.com

I emailed all users about the updates, compact menu, bug fixes, and small polish. Want them to know it’s alive. Quiet, steady work. That’s my pace.

New SaaS: release-notes automation. MVP is ugly but works. Not pretty, but it does what it needs to do. I’m about to email the people who filled out the questionnaire and ask them to test it.
Slightly nervous. Mostly curious.

March plans (very rough): come up with a decent name for the new SaaS, add a payment wall, try to get the first sale. Also want to experiment with writing more, maybe make short videos, see what sticks.

February wasn’t fast. It wasn’t clean. It wasn’t terrible either. We shipped things. People used them. That’s enough to keep going.

Best,
Tiago Sá

While building Cozy Watch, and even right after releasing it, everything felt peaceful. I knew it would be hard, and I was okay with that.

After the release, when sales didn’t start picking up momentum, I began looking around. YouTube. X. Reddit.

Social platforms are great. I’ve met incredible and talented people there. People who helped push Cozy Watch to levels I wasn’t even aware were possible.

At the same time, I slowly entered another race.
The winners race.
The builders race.
The entrepreneurs race.
The AI delegator race.

Being able to adapt is important. It prepares you for change. But it can also be exhausting. The noise is real.

So I decided to treat this like a game. Every day is another level.
I’ve always liked hard mode games, so here I am.

It’s good to be aware of what others are doing, but each of us is in a different chapter of life. We’re not even reading the same book.

Follow your path. Adapt in ways that feel right to you.
And allow yourself to be uncomfortable too. I believe that’s where we grow the most.

Best,
Tiago Sá

Projects:
www.cozywatch.com

Plato learned from Socrates. That’s it.

Look up to mentors and learn from them. There are incredible people online and offline who have already figured things out. Study them, but don’t expect overnight success. Learn from their mistakes so you don’t have to make the same ones. Notice what worked for them and try to apply it yourself.

At the early stages, don’t waste time reinventing the wheel. You’ll have time for that later. If you succeed, you’ll earn the right to experiment. By then, the knowledge you’ve compounded will make experimentation much more powerful.

Find the people whose direction and mindset align with yours. Watch how they approach problems, how they think, how they act. You can even reach out to them. Sometimes, they reply.

Today, pick one person you admire. Study their path. Mimic what makes sense for you. Start small, start now.

Best,
Tiago

We’re all in this fight where failing hits hard. It shakes you, and it’s easy to fall into that spiral of negative thoughts.

But failure can be useful if you let it.
Let yourself fail. Frustration is part of growing. And yes, we can all “win” in our own way, it’s not just one winner.

We’re like flowers.
All are trying to reach the sun.
All different, but doing the same thing: trying to grow. Some with bright colours, some without, but all worth something.

Failure is another way of learning. Look at yourself. Look at others. See what they’re doing differently. Sometimes it’s one thing, sometimes it’s many.

Don’t give up.
You can do it.

Best,
Tiago

For me, no. If something is working, keep doing the boring thing. Don’t mess with it just because you’re tempted.

Think of it like energy; you only have so much. Use it where it matters.

What matters is making your product relevant, or building the next thing that could be relevant.

So while something is working, let it continue to work and put your energy into extending its life, or into another bet.

Don’t give up. Everything adds up.

Best,
Tiago

For me, accepting that I won’t work on Cozy Watch every single day is important. Sometimes I just can’t, and that’s okay.

I prioritise my mental and physical health.
If I’m tired, I don’t force it. I want to work on it because I feel good, not because I feel pressured. That makes a huge difference.

I know this goes against the “hustle hard” trend, but honestly, do whatever works for you.

My only competition is myself. Yesterday’s goals are just benchmarks.

It’s Friday, so I think I’m getting pizza today. 🍕

Best,
Tiago

What is price? It’s the number you put on something.
What is value? It’s what the person gets out of it.

They’re connected, but they’re not the same thing.

Pricing is challenging because the number you choose may not align with the value someone feels when using your product.

How do you fix that?
Honestly, I’m still figuring it out. You try things, you adjust, and you see what happens.

And value works both ways. Sometimes you underprice something, and it drains you. The money just isn’t enough to deal with the work, the stress, or the pressure behind the scenes.

So my advice?
Don’t be afraid to raise the price if the value is there, for them and for you.

My example with Cozy Watch:
At $9, I got 7 sales.
At $5, I got 38 sales.

Now I’ve moved it to $19. I want to see if the momentum, the updates, and the new website help support that price.

It also forces me to “charge myself more,” so I keep pushing and adding real value.

Keep going.

Best,
Tiago

The difference is in the hardship you face.

Consistency is doing the same thing every day, following your routine.

Persistence is doing it even when it’s hard, or even when you don’t feel like it.

In short, consistency is the habit, persistence is the fight.

Never give up. Never surrender.

Best,
Tiago Sá

There’s nothing like being able to shut off.

I am continuing today.

All the best,
Tiago

Winterland is open, going to enjoy it a bit.

Best,
Tiago

Today, I want to talk about something simple but true: until you reach a certain point, really high or really low, nobody cares.
Everyone has their own threshold, their own moment when they begin to pay attention. But until you hit that mark… nothing happens.

So if you don’t see results, make a change.
Think outside the box.
Copy what works.
Switch the vibe.
Change the name if necessary.

No one is holding you to what you’re doing right now.

Adjust as you go.

Keep shipping. 💪

Best,
Tiago

Don’t build random features. Build what users ask for. It makes the product better and people notice.

Why?

If you build “just because,” you might be solving a problem no one really has.

But if users ask for it, it means it matters to them, and likely to others too.

My example with Cozy Watch:
My first menu bar was super simple. Just text, and a green/red/yellow icon for approved, rejected or commented.
For me, it was enough.

However after my first 5 users, one of them suggested the menu bar could show more details.
He even sent me an example from another app.

And honestly, I was blown away.
First, because I didn’t even know there were other apps doing something similar.
I was new to this indie dev thing — I didn’t do any research, I just built it.

So I checked that product, then more competition, and even found out Linear had something built into their system.
Which is cool because Linear is huge.
Downside: to use it like Cozy Watch, you need the whole Linear ecosystem. Not ideal if you already use other tools.

Anyway, I listened to the user, wrote everything down, and started building the improved version.

After those features went live, more users started paying attention.
And honestly, the app became way better.

Maybe it’s coincidence, maybe not, but before those features I had 8 sales.
Now I’m at 28.
Not a lot, but enough to show there’s interest.

Focus on what matters, from the people who matter: the customer.

Best,
Tiago

Breaking it down, music is simply sounds in a certain pattern, and sounds are frequencies. You can even feel it if you touch a speaker.

However, today, I want to discuss the power of music on our lives.
It’s like time travel, you can replay moments, lift your mood, or set yourself in a certain state.

It’s incredible.

Music is also a chapter of human history. You can hear a song and immediately know the era it came from.

Thank you, music.

Best,
Tiago

What this means: after sales comes feedback, and customer-specific builds.

I’ve received a lot of feedback—amazing feedback. Things I hadn’t even thought about, but that make so much sense.
Now I’m addressing it.

In the meantime, I got the Apple Store review—it was super quick!

Now that my November challenge is done, I’m easing off marketing and focusing on feedback.

My new challenge: address feedback and get the app on the App Store by the end of the year.

Thank you for reading.

Sometimes it’s hard simply because you don’t want to do it. Sometimes it’s easy.

I’ve forced myself to write every day.

Writing itself isn’t hard, but writing about something is.

My process isn’t great. One day I think I know the theme for the next day, and then when I start writing I delete everything because it doesn’t feel right.

But eventually, I find a theme and commit to it.

My point is: it’s hard, but you can do it.
We’re stronger than we think. We’re just a jelly soup of emotions that pushes us to do—or not do—things.

At the end of the day, it’s our choice.

Stay strong. You can do it.

Today is my 15th blog. I’ve been writing for 15 days straight.
Specialists say that after 21 days it becomes a habit. I’ll let you know if that’s true.

Best,
Tiago Sá

It made me wonder, there’s always a bigger fish.

As builders, if you’ve made more than $0, you’re already ahead of many who never shipped.
If you’ve made $1, someone has made $100.
If you’ve made $1M, someone has made $10M.

There’s always someone bigger.

So instead of obsessing over the top of the food chain, focus on your ladder:
$0 → $1 → $10 → $100 → $1,000... keep climbing.

Look up to see what’s possible.
Look down to appreciate how far you’ve come.
Look ahead to keep growing.

Have a great Sunday.

Best,
Tiago

I’m not a marketing professional, but this whole experience definitely made me think and operate differently.

I set a goal for November: sell $100 worth of Cozy Watch.
I hit that goal, and it’s only November 22nd.

It feels good to hit a milestone like this.

My approach was simple.
I looked up other developer tools on X and reached out to the founders. They didn’t share many details, which I understand, but it gave me some direction.

Then I started submitting Cozy Watch to developer directories. I’m keeping things lean, so I only applied to free listings and didn’t pay for featured placements.

Now Cozy Watch is listed alongside bigger players.

My hope is that people find the app useful and share it with others. Let’s see how it goes.

Today is Saturday, and I’m consolidating everything while submitting the app to the Mac App Store and the GitHub Marketplace. The review process is tedious and slow, but I believe it’s important for credibility—and credibility matters when you’re new.

That’s all for now.

Have a great Saturday.
Let me know if you have any questions.

Thank you,
Tiago

Hello,

Did you know diamonds are just carbon under a lot of pressure?

We are carbon too, but we’re not just carbon.

Spoiler: our “pressure” is called stress.

Work, money, school, family, friends, emotions…
Some stress hits harder than others. 😅
And yes, too much can lead to burnout, so be careful and take care of your health.

But what if we could handle stress better?

If we know something might lead to stress, we can act before it hits. I try to do that all the time. Maybe I overthink, but I don’t want future-me to deal with unnecessary pain.

One thing I always keep in mind: stress is temporary.

And sometimes stress is actually good.
At work, I love that last-minute push. When it’s done, it feels amazing.

I came across a post from Lilian on X and I think that’s why it feels good—it hits the optimal threshold of stress.

There’s an optimal pressure zone.
That’s where we become diamonds.

Have a great weekend.
Go shine, my diamond. ✨

Best,
Tiago