Why We Built Proof of Pudding

The Problem We Couldn’t Ignore

Picture this: It’s 8 PM on a Tuesday. You sit down to watch that one video your friend sent you. Three hours later, you’re watching a stranger restore a 1960s toaster, having journeyed through seventeen recommended videos about topics you never cared about. Sound familiar?

Russell and I have been there. As entrepreneurs and fathers, we’ve felt the pull of the attention economy firsthand. We’ve watched our productive hours evaporate into the algorithmic void, leaving us with less time for what truly matters – our families, our projects, our adventures.

From Corporate Life to Digital Freedom

Our journey didn’t start with building Chrome extensions or productivity tools. It started with a realization: the technology meant to connect us was increasingly controlling us.

After years in the corporate world, we both made the leap to entrepreneurship with one goal in mind – creating more freedom for our families. But we quickly discovered that escaping the 9-to-5 didn’t automatically mean escaping digital distractions. In fact, working for ourselves meant we needed even more discipline and focus.

The Catalyst Moment

The turning point came during a family vacation. I found myself checking YouTube “just for a minute” and lost an entire afternoon. My daughter asked, “Dad, why are you always looking at your phone?” That hit hard.

That evening, Russell and I had a long conversation about attention, technology, and what we were modeling for our children. We realized we weren’t just losing time – we were losing presence. And if we, as relatively tech-savvy entrepreneurs, were struggling, how many others were facing the same challenge?

Building Solutions, Not Just Talking About Them

The name “Proof of Pudding” came from our frustration with the endless stream of productivity advice that never seemed to stick. Everyone talks about digital wellness, but where were the tools that actually worked? We decided to stop talking and start building.

Our first tool, Attn Lock (formerly Focus Tube), was born from personal need. We wanted to use YouTube for learning and staying connected with creators we chose to follow, without getting sucked into the recommendation rabbit hole. No complex features, no subscription fees – just a simple tool that does what it promises.

Our Philosophy: Technology Should Serve, Not Enslave

We believe in a simple principle: technology should enhance our lives, not hijack them. Every tool we build follows these guidelines:

1. Privacy First – Your data stays yours. We don’t track, sell, or monetize your attention.
2. Simplicity Over Features – We resist feature creep. Each tool does one thing exceptionally well.
3. Immediate Value – No lengthy onboarding. Install it, use it, see results instantly.
4. Respect for Attention – We never use dark patterns or engagement tricks. Your time is sacred.

The Road Ahead

Proof of Pudding isn’t just about building tools – it’s about starting a movement. We’re creating a suite of solutions for people who want to reclaim their digital lives without disconnecting entirely.

We’re not anti-technology. We’re pro-human. We believe you can enjoy the benefits of the digital age while maintaining sovereignty over your attention.

Join Us on This Journey

Every tool we build comes from our own struggles and victories in the battle for attention. When you use our products, you’re not just installing an extension or app – you’re joining a community of people who refuse to let algorithms dictate their lives.

The proof really is in the pudding. We don’t just talk about digital wellness; we build the tools that make it possible. And we’re just getting started.

What’s your biggest digital distraction? We’d love to hear your story and potentially build a solution for it. Drop us a line at hello@proofofpudding.co.uk or join our newsletter for updates on new tools and insights on digital wellness.