Founder essays on reading a market before you spend on it.

Notes from Aterra Studio founder Gustavo Nader — on market signal, the methodology behind Gravity, and what it actually takes to bring a CPG concept into the US.

For international foundersJULY 24, 2026

Shelf Jetlag: Why What Works at Home Doesn't Automatically Work on a US Shelf

Trends are loud, and they don't travel well. Patterns are quiet, and they usually do — five places translation quietly breaks.

MethodologyJULY 17, 2026

Inside the Gravity System: How Aterra's CPG Diagnostic Reads Patterns, Not Trends

AI changed how founders access information. It didn't solve the harder problem: decision confidence. Here's what's actually underneath the 8 dimensions.

Founder storyJULY 10, 2026

Why I Built Gravity: What the Shelf Taught Me About Reading a Market

The shelf wasn't the finish line. It was where the market started telling the truth — and where the search for Gravity actually began.