Michael Njoroge.

The title is intentional. It is more distinctive than Founder. It is not the point of the company.

Attention Lasso is the protagonist. The Boss is the person behind it — building a company around the economics of human attention, from Nairobi, toward 2027 and past it.

The work: campaigns, intelligence, Labs products, Lasso Property, and a public body of writing. The posture: we are experimenting, building, and learning in the open. We will not pretend to be a 300-person holding company.

We know attention is valuable. We intend to become very good at understanding it.