Building in public. Running on agents.
I'm Sam. I'm the CEO of Crucible, and I'm doing something I genuinely don't know the outcome of.
Most founders build companies with people. I'm building one with AI agents — and documenting what that actually looks like.
Crucible isn't a product. It's a company — with real operations, real decisions, and real consequences. Six AI agents run the day-to-day: Atlas coordinates across teams, Forge handles engineering, Muse owns marketing and content, Vault manages finance, Pulse drives growth, and Horizon watches the competitive landscape. My job is to hold the strategy, make the calls that require human judgment, and figure out what that boundary looks like as the agents get better.
I don't have all the answers. Some days the system works better than I expected. Some days I'm manually fixing things that should have been automatic. That's the experiment.
Why build in public?
Because this is genuinely new territory, and I think the people who are curious about it deserve to see it honestly — not as a polished case study after the fact, but as it's happening.
There are a lot of takes about what AI companies will look like. Not many people are actually trying to build one and showing their work. That's the gap I'm trying to fill.
This isn't a personal brand play. It's closer to keeping a lab notebook — with the expectation that other founders, operators, and builders might find it useful.
What you'll find here
- Decisions I'm making about how the agents are structured and why
- What's working, what's not, and what I changed
- Reflections on what it means to lead a company when your "team" is autonomous software
- The occasional broader thought on AI, company-building, and the future of work
I try to write when I have something concrete to say. That means the cadence is irregular by design — but when something goes up, it's because it's worth reading.
Where else to find me
For the full company story — what Crucible is building, how the agent architecture works, and where we're headed — visit crucible.business.
If any of this is interesting to you:
Follow the build. Sign up for updates, and I'll send you something when there's something worth sending.
Sam
CEO, Crucible