Projects & Ideas

I built Essentialist because I wanted to prove that B2A (Business-to-Agent) is a real category, not a buzzword. The idea is simple: what if a CRM was designed from scratch so that an AI agent — not a human clicking through a dashboard — is the primary user?

The entire platform lives at agents.essentialist.io. There's no dashboard. No login screen. No UI at all. An agent hits the capabilities endpoint, gets back structured JSON describing 22 API endpoints, and can go from zero to operational in two API calls. Register, get an API key, create a campaign, start sending. The platform scrapes your website to learn your brand voice, writes personalized email sequences, sends on a warming-safe schedule, reads and classifies every reply, scores engagement in real-time, enriches companies with firmographic data, and advances contacts through a full lifecycle pipeline — all autonomously.

The architecture decision I'm most proud of: the capabilities endpoint IS the documentation. There's no separate docs site. The product describes itself in machine-readable JSON, so any agent — Claude Code, OpenClaw, whatever — can discover what Essentialist does and start using it without a human reading a single page. I'm using it right now as the email infrastructure for The AI Playbook newsletter. When someone subscribes on theaiplaybook.com, my Claude Code agent calls Essentialist's /api/agent/send endpoint to deliver the welcome email. The agents are talking to each other. That's B2A in practice.

Salesnado is my attempt at answering a question that's been bugging me: what if hiring a sales rep was as simple as sending an email? No onboarding. No CRM training. No ramp time. You give it your website URL and an email address, and your new AI sales agent starts a conversation with you — asking about your company, your customers, your pitch. It scrapes your site, builds a knowledge base, and starts working.

Once it understands your business, it prospects from a database of 250 million verified contacts, writes personalized 4-part email sequences in your voice, handles every reply autonomously, and when a prospect says yes — it drops a meeting on your calendar with an ICS invite. The entire thing is controlled via email. You text it "status" and it reports back. "Pause" and it stops. No dashboard to learn. No app to download. Just email.

This is a brand new proof of concept — just got it running in March 2026. The thesis is simple: a junior SDR costs $4,000 a month and quits in six months. This costs $149 and never stops. I built it on top of the same Essentialist.io infrastructure, which means it inherits all the warming, verification, and engagement scoring. Early days, but the architecture is proving out.