Ethan Hall

Co-Founder & CTO building First Chair. From inspiration to a real home you love
Creator of DUDAMATH
Dad joker

[Amir @amir_levanon]

we built the fastest furniture search on earth and opened it to everyone.

u just talk-it's so easy my 6 yr old tried it LOL

you'll think the video is sped up. It isn't :)

[Amir @amir_levanon]

https://t.co/znFzLoilvK

[Ethan Hall @E10all]

@Amit_Mandelbaum מעניין מבחינת יתרונות וחסרונות יחסיים של צוותי פיתוח בחברות האלה על פני צוותים רגילים בחוץ. מצד אחד יש להם טוקנים בלי הגבלה וגישה למודלים הבאים, מצד שני הם בטח מוגבלים בגישה לרתמות ומודלים שלא שלהם ולא יכולים לשלב ביניהם ב SDLC

[Ethan Hall @E10all]

The Bitter Lesson isn't really about AI.
It's about a deeper engineering principle: treat every problem as a special case of a more general problem.
Solve the general problem once, and let the specific cases fall out for free.

[Ethan Hall @E10all]

@bcherny Genuine question: what role/s do you think you're playing here, and is that the role you enjoy playing the most?

[Ethan Hall @E10all]

Crazy times.
Developers don't write code anymore.
Non-devs are shipping PRs left, right, and center.

[Ethan Hall @E10all]

@karpathy I swear, sometimes it feels like it's testing to see if I'm really paying attention

[Ethan Hall @E10all]

@karpathy I swear, sometimes it feels like it's testing to see if I'm really paying attention

[Amir @amir_levanon]

I started my career as an architect.

The goal when designing a space is not to win awards, you design a home for how people actually live.

What they need when they wake up, how a room makes them feel, where the light hits at 6pm.

That obsession followed me into software.

The best product experiences don't feel like technology. They feel like someone just gets you.

That's the bar we set for everything we build.

[Amir @amir_levanon]

Furniture returns typically happen because people can’t visualize fit.

But sometimes they just need basic questions answered, and there’s no answer in sight.

So they risk a purchase, get disappointed, and refund the product.

“Is this kid friendly?”

“Will this sofa fit the dimensions between this wall and the coffee table?”

“Does the built-in cup holder in this chair fit my favorite coffee mug?”

But having an extensive Q&A section on your PDP that answers every question under the sun isn’t easy.

What consumers really need is a way to visualize all the furniture and decor they’re interested in purchasing.

That’ll erase all doubts about whether what they’re buying is right for them.

[Amir @amir_levanon]

You've saved 47 photos on Instagram and Pinterest, yet you still have no idea what to do with your living room.

Anyone can curate a list of home decor items they like, but translating that list into actual purchases is a different story entirely.

btw even worst - these days many of those items are AI-generated.

A problem that’ll only accelerate from here.

Even if those products exist, they could be discontinued, not available in your country, or just too difficult to find.

There are between 5 and 9 million Shopify websites worldwide. Good luck finding the right one.

This is exactly why inspirational design is so abundant, while executing on that inspiration is so difficult.

It’s an impossible easter egg hunt.

Something we aim to solve. As we turn this home decor easter egg hunt into a new fun furniture buying process. Giving you the ability to locate and manifest the dream interior home design you’ve always wanted.

One room at a time.

[Amir @amir_levanon]

Founders want to shout from the rooftops.

But sometimes you need to build quietly until everything is ready.

At our startup, we’re currently in stealth mode.

The reason is that we’re just three co-founders and a dream. Stealth gives us time to build properly without outside pressure.

But when everything is ready for the public, we believe you’ll be pleasantly surprised.

[Amir @amir_levanon]

Almost 50% of all home decor gets bought online in the U.S.

That’s an unbelievable amount.

Because of this, brands are forced to sell their products online, which means they need to run ads.

And home decor products tend to be heavy, large, and expensive to ship, every refund really stings.

These refunds typically occur because the product either doesn’t fit the rest of the home, or it quite literally doesn’t fit in the room as intended.

You could argue this is poor planning on the consumer’s end, but it’s still refunds that hurt your bottom line at the end of the day.

Which is why brands need to take responsibility and find a way to lower their refund rate.

The only way to do that is by increasing the buyer’s confidence before they buy.

That’s what we’re working on now… a way for consumers to guarantee decor and furniture fit from both a space and design perspective in their home.

Stay tuned for more. Because we’re three co-founders that are single-handedly revolutionizing the home decor industry.

It’s rare that a startup creates a true, zero to one moment. But that’s quite possibly what we’re doing.

[Amir @amir_levanon]

Technology done well feels like magic.

The best product experiences don't feel like tech. They feel like someone just gets you. And the entire experience becomes one of delight (simple, intuitive, and pleasant).

I learned this from my time at Apple working along some of the best engineers and HI designers in the world.

When founders ignore this the technology becomes front and center stage. The features, the speed, etc.

The best product experiences are designed first and foremost for the user.

I see this often with tech offerings today:

“We train our own models.”

“10x your productivity with our smart automation.”

In the past, it was “blockchain-enabled” or “cloud-based offerings.”

There’s nothing necessarily wrong with any of that, but making tech your core-identity instead of the problem you’re solving is indicative of a founder who’s building what’s trendy instead of building what’s helpful.

[Amir @amir_levanon]

Leaving a great manager job to become a founder? Scary, sure.

But for real? Posting on social media scares me more.

My whole life I've been pretty private. It’s just how I'm wired idk why. 

And posting online is basically the opposite of that… it's out there, it's public, anyone can see it.

But we're building something I genuinely believe in, and staying quiet about it feels wrong.

So here I am.

I'll be sharing what we're building, what we're learning, and the honest reality of building a company from scratch.

More coming soon. Excited to show you what we've been working on.

[Amir @amir_levanon]

When designing your home, there are so many things to think about:

- Rugs
- Beds
- Sofas
- Desks
- Chairs
- Tables
- So many more…

Keeping all these furniture items in mind while searching the web for the closest thing to what you picture in your head and turning it into reality?

Nearly impossible.

And despite your best efforts, the final outcome will never look quite as perfect as what you imagined in your head.

This is something we’re solving right now.

So if you’re thinking of remodeling or buying a new home that needs furnishing soon, the timing might just be perfect.

Stay tuned for more.

[Amir @amir_levanon]

That lamp you saved on Pinterest? It probably doesn't exist.

Pinterest is a graveyard of furniture you'll never find. Discontinued items. AI renders. Photoshoot props that were never for sale.

As a former architect, homeowner who's moved around a lot and furnished multiple homes for my family- the most frustrating part was never the design. It was falling in love with a vision, then struggling to actually buy any of it.

The gap between inspiration and execution is massive. And nobody's really solved it. That's the problem we're working on now.

See the little white dots in the images? Imagine if every single one was a real product. Shoppable. Ships to your door. No manual hunting. No "suggested similar items" that aren't actually similar. The room you love becomes the room you live in.

We're early. But what we're building works with all the top brands and early testers are loving it.

[Amir @amir_levanon]

the first YES as a founder hits different. i might get addicted to this 😲
nothing like when a real company sees what ur building before the world does n becomes a customer
real need, shared vision. there's no logo yet, no deck, and no playbook- just conviction and a partner ready to move early
we’re building something real. something beautiful.

[Amir @amir_levanon]

We built a bold D2C brand and killer e-commerce business. Couldn’t be prouder of what the amp team achieved and the foundation we laid. Why leave now? Because it’s time to build again- with @AviadSimon & @E10all . More soon - something new and beautiful. 🚀

[Power of Positivity @LIVEpositivity]

Just because I don't react doesn't mean I didn't notice. 👀✨