Memory · 6 entries

Decisions log

The why-archive. Every strategic decision logged with context, choice, consequences, and reversibility. Append-only.

19 May 2026

Console is a 3-layer system: Asana + curated TS + conformalcooling.info

locked in
Context
Building console.conformacool.com. Original concept was a dashboard over a CRM, but the requirement is for the console to BE the database. Pure code-as-data has concurrency, mobile, and write-latency problems.
Decision
Three-layer architecture: 1. Live ops layer = Asana, Drive, Zoom, Gmail, Calendar (off-the-shelf, concurrency-solved) 2. Curated memory layer = TypeScript files in git (slow-write, versioned, AI-readable) 3. Technical mindbase layer = conformalcooling.info (read-only canon) Console renders + synthesizes across all three. Never duplicate Asana data — always link.
Consequences
Console becomes a value-added input-output layer, not a CRM clone. Adding a customer is a TS file + commit. Tracking a task is Asana. Logging a decision is here. Shared Cloudflare R2 bucket spans console + conformalcooling.info for binary assets.
Tags
architecturedata-modelconsole
15 May 2026

Motto: 'Advanced Molding.' replaces 'Engineering-depth conformal cooling'

reversible
Context
Old motto sounded like a feature description, not a positioning statement. Three product lines (Cooling, Rapid, Smart) needed a single umbrella that wasn't cooling-specific.
Decision
Adopt 'Advanced Molding.' as the company motto. Two words, period included. Lives as primary headline on splash + business cards.
Consequences
All decks, splash pages, signatures, identity catalog updated. Frees us to lead with any of three product lines without contradicting brand promise. Conformal Cooling = "Cooler molds. Faster cycles." · Rapid Molding = "From design to mold, in days." · Smart Molding = "Every shot, measured."
Tags
brandpositioningcopy
15 May 2026

Strip 'EMEA' / 'Europe' from all customer-facing copy

reversible
Context
EMEA is the actual market strategy. But putting "EMEA" in customer-facing copy makes us sound generic and competes with the local-feel signal (Istanbul, TR pilot customers, +90 numbers, Turkish-language site).
Decision
EMEA / Europe / European never appears in customer-facing copy. Geography is implied through Istanbul footer, Turkish pilot customer names, +90 phone numbers, Turkish-language site.
Consequences
Site copy + decks + identity reads as Istanbul-based with regional reach implied. Internal strategy docs still call it EMEA — that's the playbook, not the message.
Tags
brandcopypositioning
15 May 2026

Public team page shows only the two founders

reversible
Context
Rosen, Orhan, Doç. Dr. Altuncu, ADDPARK, LAYERTECHS were on the public team page. Mix of advisory + operational + supplier roles confused the company-vs-network signal.
Decision
Public /about and /contact pages show only Gürkan Erol and Yunus Emre Muhaddisoğlu as Founders. Other contributors are operational/advisor partners — kept in internal records but not public. Orhan may return later. Photos planned, not ready — initials avatars for now.
Consequences
Cleaner founder-led story. Easier to scale the team page when real hires come in. Operational partners (ADDPARK, LAYERTECHS) are never referenced customer-facing.
Tags
brandteampublic-positioning
10 May 2026

Never reintroduce competitor names in customer-facing materials

locked in
Context
Earlier decks referenced Lamotek, Erofio, NXC as comparative context. This positioned Conforma as a follower instead of an authority, and risked legal/reputational issues.
Decision
Lamotek, Erofio, NXC removed from all customer-facing decks, site, and identity. Internal notes can name them; nothing customer-visible.
Consequences
Decks read as authoritative ("here is the technology") rather than comparative. Sales discipline rule: if asked about competitors, redirect to capability conversation.
Tags
saleslegalpositioning
08 May 2026

Identity catalog at conformacool.com/identity is the single brand source

locked in
Context
Brand assets were scattered across HTML files, no single discovery path. Designers + Claude needed one URL to point to.
Decision
Build /identity portal: index.html + ci/ folder + svg/ folder + logo/ pages. 22 CI files + 9 SVGs + logo guidelines + variations + business card PDF.
Consequences
Every brand request now points to /identity. Update one place, propagate everywhere. Modal preview system + filter tabs + keyboard navigation make exploration fast.
Tags
brandopssingle-source-of-truth