After years working inside Hootsuite, I had a clear sense of what the social media management category was good at — and what it consistently sacrificed. Functionality almost always won. Visual quality almost always lost.
Adler was a personal question: what if you didn't have to choose? What would a platform in this space look like if craftsmanship and aesthetic rigour were treated as non-negotiable from the start, not polished in at the end? Not a redesign of Hootsuite — a reimagining of the category.
