---
title: "Noontide"
created: 2026-03-12
visibility: public
status: live
tags: [business, company, noontide]
aliases: ["noontide collective", "noontide co"]
updated: 2026-03-12
summary: "The company behind Main Branch. A small team building AI-powered business tools."
---

Noontide is my company. [[Main Branch]] is the main product.

Main Branch is a [[Skool]] community where people build AI that knows their business. I build the engine, run the community, and improve the skills. When I ship something better, every member gets it. That's the business.

The team is small. Joel handles growth. Matt was there from the beginning with [[Ads Lab]]. I spend most of my time in the engine.

Everything routes through structured reference files. [[Business management is fundamentally the management of expanding context]]. Capture your context, make it queryable, produce outputs from it. That's what we teach members and that's how we run the company.

[[Thoth]] runs at home handling automated jobs. The infrastructure is the product. As compute gets better, your stuff should get better. Not someone raising prices on you.

[[Commune]] came before Main Branch and informed a lot of the thinking. It powers this wiki. Whether it becomes its own thing again is an open question.