We’ve been quiet lately.

There’s been a lot happening under the hood and behind the scenes. Some exciting and new, some a little tougher. Honestly, it’s hard to explain exactly what’s going on.

Maybe I should start with what this isn’t. This isn’t a rebrand. It’s not just a new site. And it’s definitely not just another “cool idea” we felt like chasing.

It’s more like a slow, thoughtful rebuild and a chance to ask better questions about what we’re doing, why it matters, and who we’re becoming in the process.

Unless you’ve been living under a rock (in which case, you’re probably not reading this), you’ve felt it too: the way people build on the web is changing fast. New tools, new expectations, new pressure. The wave hits and it’s easy to feel fear, anxiety, even dread.

Hell, we feel it too. But instead of rushing past it, we paused and started asking: What if we rebuilt how we build? What kind of partner do we actually want to be? What kind of work moves the needle? What kind of studio do we want to be when the dust settles?

And so we did.

We’ve started shedding old ways of doing things. Not out of frustration, but out of clarity. We’re choosing leaner over bloated. Collaborative over corporate. More momentum, fewer meetings. More clarity, less cleverness. More doing, less pitching.

It’s early, but the new version of Goodfolks is starting to take shape.

It’s sharper. Simpler.

And hopefully more useful to the kinds of folks we love working with — founders, teams, dreamers, scrappy builders, and honest people just trying to make something real.

We’re still rooted in service and still putting relationships at the center. But this next chapter feels different. And if I'm honest, it feels kind of like it did at the beginning, 7 years ago.

I’m excited to share more about what this means, here and through our work, over the coming months. If you know us, then you know we’ve never been afraid to change when it’s time. This just happens to be one of those times.

Thanks for sticking with us.

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PS: Big thanks to the folks who’ve helped guide, nudge, and inspire us along the way:

TJ Pitre from Southleft — your generosity and insights have been huge.

John Tornow — couldn’t (and wouldn’t) do this without you, sir.

And the whole Goodfolks crew — y’all are the heartbeat and goodest good folks anyone could ask for.