It'sFree: Free essential consumer goods with a twist
First free essential consumer goods company in Europe thanks to the monetization scheme – through the packaging marketing.
It’sFree was an attempt to build a standalone consumer-facing business outside my usual technical and professional focus.
The idea explored a space that, at the time, seemed interesting and viable, but over time it became clear that it didn’t align with how I wanted to work or the kinds of problems I wanted to spend energy on.
Why it didn’t continue
The project didn’t fail because of a single technical issue or execution mistake.
Instead, it became obvious that:
- The domain wasn’t one I cared deeply enough about
- The problems it addressed didn’t hold my attention long-term
- My motivation depended more on novelty than conviction
That combination made continuation unsustainable.
What I took from it
- Interest alone is not a strong enough reason to build a business
- Long-term work requires alignment with how you want to spend your time
- Walking away early can be a productive decision, not a defeat
It’sFree served its purpose by clarifying those boundaries.