The content engine is part of the product
Why SW11 is treating publishing like software, not bolting on a blog.
SW11 Website2 MIN READ ↗
SW11 SOFTWARE
We build
serious software.
We don't have to look miserable doing it.
A new kind of software company from SW11: products, experiments, technical work and the thinking behind them — all in one explorable place.
PRODUCTSZeRaLDProduct
WRITINGWorksPublishing
EXPERIMENTSLabExperiments
COMPANYSW11Company
OUR SOFTWARE / ZERALD
ZeRaLD.
Server management and deployment for modern, AI-assisted development.
ZERALD / IN ACTIONTHE REAL PRODUCT
A LOOK INSIDEA closer look at ZeRaLD is on its way.We only share genuine product screenshots.
ROLLBACK IS A FEATURE.NOT A PERSONAL FAILURE.
WRITING / WORKS
Ideas, stories and the work behind them.
Dispatches, build notes, experiments and field notes live in a proper publishing system with structured metadata, discovery and a refined reading mode.
Open the full library →
Meet ZeRaLD, our first product
A product can be serious software and still have a sense of humour.
ZeRaLDCOMING SOON
Field notes from AI-assisted development
Useful observations, awkward edges and things worth remembering.
SW11COMING SOON
Experiments live here
Small prototypes, odd ideas and things that may or may not survive contact with reality.
SW11COMING SOON
> status: curious
> tolerance_for_boring: low
> build_again: yes_
> tolerance_for_boring: low
> build_again: yes_
EXPERIMENTS / THE LAB
Experiments welcome.
Some things will ship. Some things will teach us something. Some things will be quietly taken round the back.
ABOUT SW11
SW11 Software is a new style of company.
AI-native, not AI-theatre.Use the tools aggressively. Keep judgement and responsibility human.
Products before posturing.Credibility comes from what works, not how corporate the homepage sounds.
Personality is allowed.Good software can be technically serious without the company pretending nobody here has a sense of humour.