Aashish Pahwa

For people building something of their own

Side hustles

Ogilvy by day, Feedough by night, then Feedough full time. Build the thing on the side until the side is the job.

Read FeedoughWatch the tools I useWork with Koso

On the bench right now

4 things I am building as you read this. None of them has a name yet.

on the bench

the organisation's inbox

Working title. The real name comes when it ships.

One inbox for everything my team and I say, in meetings, offline, online and on Slack, turned into tasks the whole organisation can see.

Open the page →
on the bench

the second brain

Working title. The real name comes when it ships.

Memory in three stages: top of mind, which fades the way ours does (Hebbian decay), favourites that are never forgotten, and hybrid retrieval for everything else.

3 memory stages

Open the page →
on the bench

the inbound swarm

Working title. The real name comes when it ships.

A swarm of agents that knows every one of my companies, their terms and their rates, and negotiates inbound leads for us on LinkedIn, email and the rest.

Open the page →
on the bench

the browser agents

Working title. The real name comes when it ships.

Agents that use LinkedIn and Reddit the way we do: they scroll, stop at a good post, upvote or reply. Every so often we slip in something with a target.

Open the page →
on the bench

the organisation's inbox

Working title. The real name comes when it ships.

The problem

Half of what a company decides is said out loud and never written down: in a meeting, over chai, on a call, in a Slack thread nobody scrolls back to. Then a week later nobody agrees on who was meant to do what.

How it works

  1. It listens wherever we talk: meeting recordings, calls, Slack, and the offline conversations somebody logs in a sentence.
  2. Everything lands in one inbox, already sorted by person, project and client.
  3. Anything that sounds like a commitment ("I'll send it Friday") becomes a task with an owner and a date.
  4. The tasks are open to the whole organisation, so anyone can see what was promised and by whom, without asking.

Why I am building it

Koso runs across four continents and a lot of time zones. I wanted the company to remember what it said, so I do not have to.

Want it when it ships? Tell me.
on the bench

the second brain

Working title. The real name comes when it ships.

The problem

Most AI memory is a flat pile: everything ever said, searched the same way, forever. People do not remember like that, and the pile gets worse the bigger it gets.

How it works

  1. Top of mind: things that come up often get stronger, and things that stop coming up fade. That is Hebbian decay, the neurons-that-fire-together idea, with a clock on it.
  2. Favourites: the things that must never fade, pinned outside the decay, like a client's name or how I like an email to sound.
  3. Hybrid retrieval for everything else: plain keyword search and meaning-based search together, so it finds the exact phrase and the thing I meant.

Why I am building it

Every agent I build is only as good as what it remembers. This is the memory they all share.

Want it when it ships? Tell me.
on the bench

the inbound swarm

Working title. The real name comes when it ships.

The problem

Leads come in on LinkedIn, by email and in DMs, for four different companies with four different price lists. Answering them well takes hours; answering them late loses them.

How it works

  1. Each agent in the swarm is trained on all of my organisations: what each one does, its terms, its rates, and what it will and will not agree to.
  2. A new lead on any channel is picked up, qualified and matched to the right company.
  3. The swarm replies on the same channel, answers the questions and negotiates inside the limits we set.
  4. Anything outside those limits, or any deal ready to close, comes to a person.

Why I am building it

Okom handles the outreach that goes out. This is the other half: everything that comes in.

Want it when it ships? Tell me.
on the bench

the browser agents

Working title. The real name comes when it ships.

The problem

Most automation on LinkedIn and Reddit is obvious: it posts at three in the morning, likes everything in a row and gets an account flagged in a week.

How it works

  1. The agents use a real browser the way a person does. They scroll at a reading pace and stop when a post is actually interesting.
  2. When something is good they upvote it, or reply with something worth reading, the way we would.
  3. Every so often we slip in a goal: a thread to join, a person to notice, a conversation where one of our companies belongs.
  4. Most of the time they are just good members of the community. That is the point.

Why I am building it

It is the only kind of automation I would want pointed at me.

Want it when it ships? Tell me.

Just these, to send to someone →

The ledger

Everything, oldest first. Won, sold, still going, or in the yard.

  1. 2009
    won

    National Graphics Championship

    Won it in school for drawing things that moved. The ₹5,000 prize was the first money I ever made.

    ₹5,000

  2. 2013
    Rudra's logo
    done

    Rudra's logo

    A circle of Warli dancers around a dholak player, for the street play society I became vice-president of. My first original artwork.

    Have a look →
  3. 2014
    done

    Shubhpuja, Hindustan Times, Ogilvy, Microsoft

    Internships squeezed between classes and rehearsals, on days that ran from seven in the morning to ten at night.

    4

  4. 2015
    Ogilvy & Mather
    done

    Ogilvy & Mather

    Interned in third year, stayed about a year and a half as a client executive, and picked up copywriting and design on the side.

    1.5 years

  5. 2015
    R.I.P.

    The first startup idea

    Worked on it during the Ogilvy years. It failed, and taught me more than the ones that worked.

  6. 2016
    Feedough
    still going

    Feedough

    A guide for first-time founders, built on the side of the Ogilvy job until it was the job. Page one of Google by 2019; best known now for its AI Prompt Generator.

    600K to 800K page views a month

    Have a look →
  7. 2020
    R.I.P.

    BloggersFest.com

    A festival for bloggers, planned in the one year in history when nobody was allowed in a room.

  8. yr?
    R.I.P.

    Marketzi

    Marketing automation. Automated a problem I had; it turned out I was the entire market.

  9. yr?
    still going

    Ideanab, on Etsy

    Cut files for vinyl cutters: dogs, skulls, trucks, a lot of Santa. Not one buyer knows who I am.

    6,358 sales, 4.8 stars from 530 reviews

    Have a look →
  10. yr?
    still going

    The machine that runs the shop

    n8n, ComfyUI, a tracer on Railway, Drive and a PDF writer: idea in, listing out. My first end-to-end automation, and the shape of everything Koso builds now.

    1,240 listings

  11. 2022
    done

    WordPress Delhi NCR meetup

    Organised the meetup and showed what I was doing with AI that month. Then WordCamp Delhi in 2024.

  12. yr?
    still going

    @okaashish

    Short videos about AI tools, AI news and experiments. I only promote what I have used.

    182K on Instagram, 600 reels

    Have a look →
  13. 2023
    still going

    GenerateStory.io

    Free AI story writer, twenty plus genres, no sign-up. Went live on 28 December 2023, the same night as its sibling.

    Have a look →
  14. 2023
    still going

    GeneratePoem.io

    Free poem generator: twenty plus forms, thirty plus languages, no login. Also 28 December 2023.

    Have a look →
  15. yr?
    still going

    GenerateLyrics.io

    Verses, choruses and bridges in twenty one languages, with the rhyme scheme of your choice.

    Have a look →
  16. yr?
    still going

    SVGLogoGenerator.com

    Draws a logo, then vectorises it: background off, upscaled, out as an SVG. Built on the Etsy shop's tracer.

    Have a look →
  17. yr?
    R.I.P.

    Minary.io

    AI that wrote code. So did everybody else by the summer; mine was simply earlier, and worse.

  18. yr?
    R.I.P.

    AIResources.io

    A directory of free AI tools. Free things are famously bad at paying for a directory.

  19. yr?
    sold

    Domains and web assets

    A part-time domainer. Founded, bought and sold twenty odd digital assets; domains went for four figures and sites for five. The latest sale was memeism.com.

    20+ assets

  20. yr?
    R.I.P.

    The unmarked ones

    Thirty odd domains bought at one in the morning, landing pages nobody landed on, and one that got a logo and nothing else.

    30-odd

  21. 2025
    Koso
    still going

    Koso

    Started as my solo practice, incorporated in London in March 2025 under Ideanab Private Ltd, the name I made up for the Etsy shop. Custom AI that clients own.

    120+ AI products shipped

    Have a look →
  22. yr?
    still going

    Training

    Workshops for teams who don't code, engineers and boards, from Google and Microsoft to IIT Madras and IIM Indore.

    50,000+ people, 100+ workshops

    Have a look →
  23. yr?
    still going

    AI Prompt Generator & Optimizer extension

    Feedough's prompt generator as a Chrome extension, rewriting prompts inside ChatGPT, Claude, Gemini, DeepSeek and Kimi.

    825 users, 5.0 stars

    Have a look →
  24. 2025
    still going

    Indian AI Community

    India's largest AI community, and a working directory of Indian AI startups, models, events and grants.

    10,000+ members

    Have a look →
  25. 2023
    still going

    Talks

    From WordCamp Mumbai in 2023 to DevFest Noida and Offline Club Bengaluru. Street theatre taught me to hold a circle; stages are easier.

    Have a look →
  26. yr?
    still going

    feedough.co, the newsletter

    A weekly newsletter taken end to end by a swarm of twenty eight agents, the Etsy wall chart with more of everything.

    24,000 readers

    Have a look →
  27. 2026
    still going

    Okom

    Outreach that builds itself: one sentence in, a whole campaign out, seven agents sharing the work. Built by Koso, in closed beta.

    Have a look →
  28. 2026
    still going

    This website

    A resume you can walk on: a pixel town drawn entirely in code, with a talks room, an AI that answers as me, and a lock-up you were not meant to find.

    Have a look →
  29. yr?
    open

    The open plot

    One plot stays dug. Something goes in there this year; I do not know what yet.

The machine that runs the shop

  1. ideaA search nobody has covered yet
  2. comfyuiDraws it
  3. tracerPicture into paths
  4. driveA folder per listing
  5. pdfThe thank-you note
  6. liveTitle, tags, mockups, up

wired up in n8n, the tracer lives on railway

Twelve hundred listings is not a number a person reaches by hand. I did about forty by hand before I admitted that.

n8n holds the wire. ComfyUI draws. A tracer I put on Railway turns the drawing into the paths a cutting machine can actually read. Drive opens a folder for it, the thank-you PDF gets written, and the listing goes up with its title, its tags and its mockups on it.

It is the first thing I ever automated end to end, and I drew it on this wall in marker before I built any of it.

Everything Koso does now is that diagram with the names changed.

The yard

Thirty odd back there, give or take. Domains bought at one in the morning. Landing pages nobody landed on. One that got a logo and nothing else, ever.

They look better like this. They are not tragedies. They are receipts.

Three of them got out

  1. Feedough was a side project in 2016 until one day it was not.
  2. Koso was evenings and weekends until it was eighteen people on four continents.
  3. And feedough.co, the newsletter, which nobody writes. Twenty eight agents in a swarm take it end to end, the same shape as the chart on that wall, with more of everything.

Same room, same nights, same odds as everything in that yard. The only difference is which ones I kept turning up for.

That one friend, every time. Tap for more.

This site is a diary, not a portfolio. Why

Game