We don’t want to just found a company. We don’t even want to found a company that will last 100 years.

We want the first eternal company in history. We take on the obligation to found a new model for a perpetual, permanently leading organization — a self-renewing organism — in which principles and values finally outweigh the role of individual personalities, and whose only reason for being is to push human capability forward through the creation of the ever-better.

UP! is the engine of human innovation and the center of creating the ultimate.

Our life has no meaning in a million years if we haven’t built something that’s not just another entry in the historical log of human achievements but a force as universal and as propulsive as evolution itself — still actively steering the course of all lives. Otherwise, we were never really here.

For this, we will disobey the status quo on three fronts:

1. Break the dogma of the “single niche”
   The bet on a single (and adjacent) niche is the strategic resort of the risk-averse defending its share. The first eternal company must always reinvent itself with radical niche shifts going from innovation to innovation on never-changing foundational principles.

2. Drive innovation
   UP! will always guide its every decision on one question: Will it make people capable of more?

3. Permanently strive for the ultimate
   Never, never, never become satisfied. Satisfaction is death. The ultimate is never within reach — yet it’s devotion to perfectionism and obsessive pursuit of the ever-better that births genuinely great things into the world.

Expansion via growing the presence and profit-as-an-end via diligent asset management is the mentality of the unsubtle manufacturing monsters of the last century. Brilliant managers are still just that — they were never meant to set the pace of human progress.

Do we choose to spend our lives in an uncompromising innovation race — or drown in continuous attempts to defend any dominance we possess as a species? Are we here to radically extend our lives and grasp the universe in our time — or once again just vanish from it forgotten as a generation?

If you don’t plan to outlive and outthink the default comfortable 80-year ride, you should probably skip the rest. Though, you were never really here.

UP!’s vision deeply conflicts with those seeking power protection through timid incremental improvements and means control. Big Tech deserves respect for what it once achieved — under a very different breed of leadership — but its vision was always anchored in scale, and for 15 years it has failed to produce the next big thing, turning instead to M&A and resource consolidation.

It builds a world framed by the inflated language of progress — revolutionary, groundbreaking, massive — but one our descendants will see as a primitive, naked wilderness obsessed with comfort — not the version of the future that we want to leave past selves.

The future is for the sharp and daring. We make it our mission to mark the break from Big Tech and galvanize the world into Lead Tech — becoming its true example and the leading force that makes it irreversible.

We are designing the future’s elite of innovation, a self-renewing Manhattan Project that every creative mind dreams of being a part of once in a lifetime. And rebuilding what a company can be — securing leading valuation not through extraction, but through unstoppable leaps and unreasonable attention to detail that striving for the ultimate demands — again and again.

Today we will re-architect the Internet and define AI UX. Tomorrow we will connect the brain to the computer. Then we will make the mind immortal. And after that — our rocket will roar into the neighboring galaxy, making the presence of human thought a new indispensable part of the universe function.

Ready?