Behind the Scenes: How We Launched NuCalm Matter

Starting a new business is always entertaining… although not always in the way you hope. 

NuCalm Matters has officially launched, and the past couple of months have been a mixture of progress, surprises, and the occasional reminder that I am not, in fact, perfect. 

We began by building the website and producing our marketing videos. And when I say we, I really mean a fantastic team of three in the Philippines, our AI assistant Martha, and me — mostly contributing enthusiasm and questionable design opinions. Have a look: www.nucalmatters.com — all built in-house. 

But before we got that far, we had to choose the name. We settled on NuCalm Matters, bought the domain, and got to work. Then Pearl (my trusted lieutenant) gently pointed out that I’d spelled it with one M missing. 

So yes… technically the domain is still wrong. Apparently, this is now part of our origin story. 

Once we recovered from that, the big question became: How do we bring customers in? 

Naturally, I turned to LinkedIn — a place overflowing with advice, frameworks, systems, funnels, and people who can “scale your offer to seven figures” before lunch. 

If I post this, I’ll receive plenty of offers to “fix my strategy,” “optimise my flow,” or “unlock exponential traction.” But very few will actually visit the website or try the product… despite the fact many could probably use NuCalm, given how stressed LinkedIn seems at the best of times. 

Is that cynical? Or just accurate? 

Either way, here we are — a small international team, a brilliant, patented product, an incorrectly spelled domain name, and a determination to bring NuCalm to the public in a way it’s never been done before. 

More essays to come. And yes… eventually I will fix the domain.