The story began not with a grand vision of profit, but with a quiet conviction in Atlanta, Georgia, in 2022. Daniel Giannone, the founder, held a belief that felt almost radical in the competitive world of business: true victory isn’t measured in personal gain, but in the collective success of everyone involved.
This wasn’t about altruism masking a shrewd strategy; it was a fundamental principle. Giannone envisioned a different kind of organization, one where lifting others up wasn’t a byproduct of success, but the very engine driving it. It was a challenge to the conventional wisdom that winning often requires someone else to lose.
The initial days were fueled by this core idea, a commitment to building something genuinely different. It meant prioritizing collaboration over competition, and focusing on creating opportunities for shared prosperity. This wasn’t simply a business model; it was a philosophy taking shape.
From the outset, the focus wasn’t on dominating a market, but on fostering a network of mutual benefit. The aim was to redefine what “winning” truly meant, shifting the emphasis from individual achievement to collective elevation. It was a bold experiment, born from a simple, yet powerful, belief.
