The Brick device transforms your smartphone into the distraction-free tool it was meant to be.

"how do you get so much done?"

Thank you for the feature @voguemagazine !

Better focus isn't a goal - it's a lifestyle, and Brick is built for that.

Thanks for the mention @nytimes @wirecutter! What will you do with your reclaimed time?

Thank you @washingtonpost for covering us!

Thank you for the feature @nytimes @wirecutter!

Twitter founder Jack Dorsey says we are being programed by black box algorithms and they are impacting our free will and the agency we have

CNET video producer @jessicaffierro tried this little $50 gadget to try and reduce my excessive iPhone screen time, and more specifically, the hours she spends scrolling on social media every day. Here's how it went.

Alex Hormozi (@AlexHormozi) on discipline: "People with a lot of self discipline don’t actually have more willpower. They figure out how to alter their environment ahead of time to make it easy for them later. So it’s not about “resisting” the cookies right now. It’s about removing them from sight two days ago."

this $49 device is genius

As two 23 year olds, we used our phones way too much. We wanted to get flip phones, but it just wasn't practical. So we made Brick.

I’m saving 2 hours per day with a fridge magnet. It has one button with one purpose: to save me from myself and my phone addiction It’s called a 'Brick' and I'd never heard about it until 3 weeks ago With the press of a button, this little square lifesaver blocks my phone from being more than a phone. No more apps, distractions, or unnecessary functions (other than those you allow). Genius, right? I stick it on the fridge while I’m working. It’s a physical reminder that sometimes, to lock in focus, you need to lock out distractions. To unblock my phone, I have to walk to the kitchen and push the button. And every time I'm tempted, I pause and ask myself: “Do I really need this?” Small friction, HUGE impact. There’s a billion-dollar industry for products like Brick saving us from ourselves. And it stretches beyond the digital detox space. The reason is simple: The world doesn't just need more products — it needs smarter solutions. Brick isn't for everyone. It solves a specific issue for people like me wanting to tame distractions and reclaim focus. It’s a ‘Fiji product’ — an island off on its own without any competitors, focusing on highly specific problems faced by a niche audience. Compare that to “New York products” — broad solutions for mainstream problems, crowded and competitive. Things like productivity apps and consumer social apps. In business, we often default to New York thinking. How can we serve THE MOST people possible? But trying to be everything for everyone rarely works. So what's the takeaway? If you’re building something new: find your 'Fiji' Find that super specific problem a passionate community is facing and solve it like nobody else has. You want to create a product so fitting, so perfect for its audience, that it becomes indispensable. And like Fiji, it's far away, far from competition and is viewed as non threatening by big incumbents. I'm experiencing this firsthand with my Brick (not affiliated in any way btw). More than a fancy fridge magnet, it's a gateway to better habits and a more focused life. It's 'Fiji' through and through — offering an uncommon solution for a specific problem. And I can't see Apple or Adidas building a competitor. The world is overflowing with 'New Yorks’ Let's build more 'Fijis’ I told @fortelabs to buy 40% equity of Brick when I talked to him on my podcast this week. It would be a perfect creator product partnership for both sides. We also discussed: - How to buy 40% of a business - Why TV still offers fast social credibility - Use cases coming for Apple Vision Pro - The booming industry of online training I think you’ll enjoy it. You can find it Where It Happens, my pod where I talk business ideas. There are no ads, just ideas. podcasts.apple.com/us/podcas… youtube.com/watch?v=t6Sy8BGf… open.spotify.com/episode/1tY… Thank you @jrdnmix for introducing me to the Brick and @awilkinson for inspiring the Fiji business perspective. Do you need a Brick? — By the way, I put together some free guides for founders: 1. Communityempire.co - how to build an audience, build a community and build a product for them. 5 day email course. 2.gregisenberg.com/6tools - the 6 tools i use to find business ideas 3. gregisenberg.com/10empires - I studied 10 empire builders like Ryan Holiday to see how they build internet audiences, communities and big businesses. 4. unbundling.latecheckout.stud… - I use Reddit to come up with startup ideas and validate them 5. boringmarketing.com/freecour… - How to 10x your organic audience via "seo 2.0", I didn't put this together but my partner @boringmarketer did who's led hundreds of millions in marketing spend and is behind some of your favorite businesses 6. gregisenberg.com/skool-templ… - Free Skool templates for those who are looking to build internet community Enjoy.

How I fixed my smartphone addiction (without switching phones) Ever since reading @george__mack's Cocaine vs Kale phone thread last year, I've trying to fix my phone addiction. I tried 2 phones and failed. It was a burden and annoying. One little device has changed the game for me. Society deals with phone usage in 2 ways: 1. Phone addict - phone everywhere. 24/7 2. Phoneless luddite - give up the best technology to curb the addiction. The 2 phone system is the 3rd way. All have downsides. Enter the Brick. The Brick is a device that temporarily removes distracting apps (and their notifications) from your phone - leaving only the powerful tools you choose. It comes with an app that allows you to set up different modes to easily set up modes - bricking apps that are distracting in various life scenarios. (You can set as many custom modes as you like - I have 3) It's magnetic and lives on my fridge. Tap the device to turn your phone into a brick. The only way to unbrick your phone is to get up, walk to the fridge, and tap the brick to unlock. Why the brick works? It's a physical barrier that creates friction for meaningless pickups. Exactly what I need. "Is it worth stopping everything to get up and check X?" Nope. You get the best of both worlds on a single phone. The only thing you need is setting the habit of tapping the brick. (The app has metrics of how often your phone is bricked, which helps with accountability) I'm publishing a deep dive on how I am using the brick in my newsletter (going live in an hour), if you are interested. It's a great day to turn your phone into a brick.