Adventures in Curiosity: Factories, Forests and Self-Discovery

Things I have been working on and thinking about following my startup journey

Dec 25, 2024

Last year I made the hard and right decision of leaving Atoms, a brand I felt I was working towards my entire work life. What I did not know was how the departure would put me on a path of rediscovery.

Do I still have it, the optimism the passionate waqas? Will I be a founder again, or a wanna be artist, or just that guy from a village in Pakistan who one day decide to follow his curiosity? I am no stranger to shifts in life, they are hard.

It’s been a humbling but exciting experience to share what I have been working on. Thing I want to build or hope others will run with. These ideas are free for anyone to copy or develop further.

What they all have in common is that they are close to my heart, and I hope to get more clarity and start conversations with anyone. Some of the ideas will resonate more to my Desi friends for the obvious reason of my desi background and passion for art, music, and food from Pakistan/India. Please reach out if something resonates with you, or you’d like to work with me.

I have grouped everything into four buckets;

The creative type
Product & business
Toddlers are geniuses
Big picture projects

And finally a note of about stealing my ideas. Enjoy!

1. Painting

I’ve always been drawn to places that celebrate art, and seeing so many creative people in New York pushed me to explore painting in a deeper way. Back when I lived in Pakistan, I didn’t have easy access to galleries or museums, but I still loved the idea that simple shapes, lines, and letters could communicate powerful ideas. For long I am fascinated by the original PTV logo by Abdur Rahman Chughtai, and his paintings are just absolutely beautiful.

When I moved to San Francisco in 2015, I spent more time in museums and galleries esp de Young and I still think of seeing René Magritte in SF MoMa. I remember standing in front of The False Mirror and feeling like I can just dive into this world. After all Urdu poets often talk about diving into beautiful deep eyes.

These visits would inspire me to be closer to visual art form, but I felt I was never that creative/artistic, and told myself that my creativity was limited to storytelling and design/product. It is wild how our conversations within our own self can be very impactful. I always felt I needed someone to give me permission to do such artistic work. Eventually, in 2023, after leaving Atoms, I found myself buying a canvas and some acrylic colors, and that’s when it clicked. My then two year old daughter Aliff played a big role in this, I am not sure if I wanted her to paint or myself to paint or both of us to paint.

I knew I didn’t know any technique, instead of trying to paint like anyone, I just went with the flow and whatever felt right in the moment. Aliff’s approach to colors taught me so much that painting can be as much about pure fun as it is about the art. I also incorporate Urdu calligraphy into my art because it reminds me of my childhood, the very first thing we used to write on was a wooden board (called Takhti). An example here.

My style and influences

• Abstract expressions and Urdu calligraphy

• Incorporating poetry (e.g., Bulleh Shah or Mary Oliver)

• Spontaneity and childlike wonder

Status: actively working

Future goals: In the coming months, I’d exhibit some of my work in NYC, I am also approached by fellow artists to do a joint exhibitions. If you’re involved in an art gallery, or collect art or a painter and would like to say hi, please write me anytime.

2. Animation studio that tells niche stories (similar to Pixar)

I love almost everything about Pixar, watching Pixar movies back in 2012/13 is how I taught myself english listening skills. I’ve often asked myself the impact of Pixar (and Disney at large) on the creativity that was inspired by their work. How many people in the US and around the world decide to pursue a creative path to whatever problem they were solving, or changed their career or approach to something because of a story told by Pixar, Disney or Star Wars?

I believe we need more of that, I believe there are stories that need to be told because they are fun, they invite us to think differently. I wrote a story about the first film if anyone wants to make it.

Basically a Turkish kebab shop in NYC is struggling after the pandemic to gain traction, and they have issues with the landlord and getting the word out of their business. The owner of the restaurant has a few pets in the shop too, a fish tank and parrot. And somehow the pets get together to help their owner by collaborating with pigeons, rats and influencers in the city. Taking some revenge, gaining publicity and the owner struggling through with the new thing and then with the new popularity. If you’d like to work with me on this, please reach out.

If this movie is successful, it can do collaboration with the kids label above and there is great opportunity to make books and clothing with these characters and even games down the road.

Status: On idea phase.

3. Documentary on NYC-based artist Egon Zippel

I am deeply moved by art that a kid might have thought of. When I met the artist Egon and learned about his art, and saw a bit of how he makes it I was fascinated. He has never tried to market his work, perhaps he struggle with it or perhaps that is not his way. I was quite moved by originality of his work, child like playfulness and thought his story needs to be told. This way hopefully more people can see his art and more importantly how he makes it, and can learn from a true artist.

Along with my friend Raphael, we are in the middle of it. We wrote a document, done with most of the shoot, and it should be published before the end Feb 2014.

Status: Work in progress, target launch date Feb 15, 2024 [Sign up link]

4. Documentary on Nusrat Fateh Ali Khan

The biggest learning experience of my life in many ways has been from building Atoms. I did overthink and learned from every possible avenue to be in the right product/craft person mindset. And my ideas about quality would often come back to Steve Jobs’ footprints, since I was in San Francisco and had been following SV culture for a long time.

The other master that’d continuously come to my mind was Nusrat Fateh Ali Khan. If you follow music from Pakistan and India then you don’t need to know who he is. In my opinion one of the best musicians to have ever lived. I knew how great his music was for quite some time. During the pandemic I started learning how to listen to Jazz/music in general and I’d often come back to Nusrat music. And there is always something new you learn about his music, or how he did his work.

It’d be pretty epic if we make a documentary on his work and life, primary focusing on how much attention he paid, or did not pay, it felt it came natural to him and he was at a mastery level that’d inspire many artists/product people, especially people who are able to relate to him in some ways or would enjoy his music.

This is something I’d love to see happen, the key is we’d need an incredible dictator type director who would make it happen. The urgency is that many of the people Nusrat collaborated with are still alive and are both in Pakistan, India and across the world. So the timing is quite important.

If someone would like to take lead on this, I am happy to get involved in reasonable part time capacity or just to introduce you to the right people or help collaborate.

1. Advising Companies on Product & Storytelling

Something strange happen, for as long as I can remember I absolutely love stories. I don’t think we human can love anything more than a good story. An advisor suggested that I talk to people who I worked closely with and get feedback on my key strengths. I did that and the main thing that came out was that I can tell stories and I can work on product and combine the two.

Then one afternoon I was talking to someone I have looked up to a lot, a very successful writer/storyteller/polymath person, and we were talking about my last visit in my village and the music and who were the musicians. He stop me mid sentence and told me that Waqas you are a storyteller at your core. I couldn’t believe that. It is like someone telling me that I have a second arms (and not just one). And I need to do something meaningful with it. On top of that the final project I shipped at Atoms was our collaboration with Marques Brownlee (MKBHD), and I had the chance to work on the storytelling for product and the campaign.

Founders often struggle to talk about their own journey in a way it’d resonate with their community, and that’s where I come in and creativity is how I approach it all. I’m currently working with one client and I’m open to taking two more. Thinking deeply about product, community, brand, and design is something I enjoy. If you need my help, feel free to reach out via waqasali.org.

I can especially be impactful to;

– Founders who are building product with the community and brand in mind.

– Founders who have launched and want to use creativity to grow their customers base and brand awareness.

2. An everyday app – TY

Like many others, I tend to send messages to myself. I’ve done it on almost every chat/communication platform that I’d use, e.g. slack, Gmail, and iMessages etc.

Last year I started using iMessages even more to message myself. It became a way for me to talk to myself, take notes in a way that made sense to me. It started helping me even beating procrastination, and I’d start getting more things done and remember what is most important.

I decided to start building this app, and I am calling it TY. I am currently using the very basic version. The philosophy behind the app is that every time you use it, you want to whisper thank you to the app, because it is so good for you (and your health). Hence the name TY.

If you want to get access to alpha version (you’d need to get on a call with me or meet me in person) sign up here.

If you want to get access to a semi-public beta version in Feb, sign up here.

Here is a product document on how I’m approaching the TY app.

Next steps: If you’re an iOS engineer and willing to spend few hours every week with me on this I’d love to connect. If you’re a freshman/sophomore student in NYC, I’d love to learn about your note-taking habits, please email me.

3. A lifestyle brand that is extremely personal

Over the last few years, I’ve gotten a reputation with my friends on the kind of gifts I give. Either I think too much about it, get something special made by a craftsman, or just go with my guts and get the first thing I feel strongly about.

Lately, I have been making some clothing, mostly painting on clothing. I made it for my daughter first, then for myself, and then for a friend. She tells me that everyone asks her about this sweatshirt. The second part of it is, I can write letters as a way to share my gratitude. In almost every company or place I worked with, I felt that our customers were being kind to us and are happy with what is clearly not our best work. I want to carry this practice, and it might become a small merch brand or a collective of some sort.

4. A factory of factories in NYC

I’ve had first hand experience working with and visiting factories, mainly in South Korea. It is not easy to say the least, especially in the early days, and especially if you are trying to make something new. It requires a level of collaboration and optimism not every team member (in your team or the factory’s) is willing to put in. When it comes to quick prototyping and small run production it is even harder. I once tweeted that I can only imagine the number of inventions that never made it because the founders couldn’t meet MOQ of the factory.

Ideal solution is to have your own factory and production facility. Not that you are a partner but the one you run or help operate. Which is not an easy thing to get started requires capital and a lot of particular knowledge to run it right.

What if there is a large factory that offers plug n play systems for small workshops. Want to make your own eye glasses, screens, toys, books, clothing, materials, equipment you can just do and make things with some support. I don’t know what the business model of this is, I imagine this as an ecosystem of things that are built here in NYC or in a different US city where it is easier to do. Personally I am biased towards Brooklyn because it can host such operations, even if it is not a factory. It can be a large workshop which can enable smaller workshops for advanced manufacturing, printing, and assembly lines.

1. A clothing label for kids (2–10)

Ever since becoming a father, I am absolutely fascinated by my own daughter as well as kids in general, especially toddlers. I arrived at the idea that toddlers are geniuses. Here it goes;

One of my favorite things is to see someone doing something out of pure passion and curiosity. And often it’s just for the sake of doing the thing. It is nothing more evident than in toddlers. The tiny new humans are full of all potential and drama and life. My core belief is that toddlers are geniuses.

I have been thinking what if there is a brand that was founded with the intention to not get in the way of toddlers and support them when possible.

It can be a clothing label and content studio. Clearly defining that it is natural materials (eg I hate when my daughter wears unbreathable fabric at night). It could even include a forum for parents on top of it.

Additional thoughts on this are below

A basic clothing label for kids (2-10) LEAF – A•LEAF

Is it premium?
Is it uniqlo
Is it only pure cotton
A parenting forum that gets built on top of it.
Eventually building an AI assistant along with it.
Natural dyes, dyed with natural fibers but more specific like avocado, spread with word of mouth.
Gifting would be an important

2. A series of children’s books

Children’s books are great for children and adults alike. I can’t tell you how many times I am inspired by something I learn in the book, both new information as well as something philosophical. And most of all they are fun and beautiful to look at and hold.

I have two books in mind, and I am speaking with some illustrators to do it right. One is called Art is life, basically the core idea is that everything in life can be and is art, and we can take a second to appreciate it. The lessons are 2-4 words long and they have to rhyme.

Eg. Art is a bird, and art is a herd. Art is light, and art is white. Art is the moon, and art is a tune. You get the idea.

If you’re an illustrator or a publisher and would like to collaborate on this please reach out. I am hoping to ship this within 2025.

1. A forest that grows for 500 years

Before I was an entrepreneur, I was somewhat of a failed political activist. I dreamed of a day when Pakistan would see democracy and secular ideas in practice. It is hard, the military runs the country and their commitments are very short-term, and this short term thinking virus is spread across Pakistan in every way and even across the world.

One way it could slowly start changing is to build something for the longer term which also starts benefiting the people involved sooner rather than later.

What if we find vast areas in Pakistan, where it is possible to grow a forest for 500 hundred years straight. We get the local communities, neighboring countries abroad for its long term success and just start and let it grow.

I personally see it as more of an art project. A forest is a beautiful thing for nature and combining it with long term can be quite magical.

Status; I started writing a white paper of sort on it, and spoke to few people who have grown small scale forests or unique organizations. This one is hard but very worth it. I am hoping to keep this in mind and when the right opportunity come help get started and be involved.

2. An institute that teaches to ask questions

Perhaps it is my first few years of studying physics or just facing life, I thoroughly believe questions are more important than answers. It is through questions that we often end up on a new journey, a new take, a new of any sort. Even if we end up going with the old idea, a question can sprinkle some level of creativity and calmness as we go through it. I love this advice from Richard Feynman, that in order to be a genius you have to keep a dozen of your favorite problems constantly present in your mind. I feel spending a lot time with good questions is underrated and eventually either you find the answers you were looking for, or you’re led in a different direction. I too sometimes carry questions in my mind and am able to make peace ideas that I don’t understand completely in the beginning. Now when AI is changing everything, it feels like prompts and questions are even more important. I have always enjoyed Charlie Rose’s interviews and his way of asking questions to his guests. More people should learn from his approach to asking questions.

There is also a lesser common reason: questions are critical, especially big questions where the answer might get you killed but the question probably wouldn’t. Eg, if you live in Pakistan and ask this question Who really has been running this country, and why this way.. That question can change a lot of people’s way of thinking and we can slowly start a path to democracy. But if you are a brave mind, and try to answer this question publicly and with all honesty you can get killed, disappeared or forced to walk back from your point of view. But I think we can still have these national questions (by people), or key questions of each industry or topic.

3. A personal translation of Bulleh Shah’s poetry

Poetry has been part of my life as long as I can remember. First through the beautiful music we have in Pakistan and India, and then I started reading Urdu poetry when I was 9 year old, memorizing and starting to write couple of years after. At the time poetry was part of everyday life and still very sacred.

I have been trying to do the same since pandemic, learning how to listen Jazz and music in general. And kept coming back to often poetry written by Bulleh Shah, the Punjabi Sufi poet and philosopher. Personally I like to think of him as just the person Bulleh Shah without any title. Some of his poems are widely celebrated across Pakistan and India and many have been translated in English too. The translations while are quite good, to me they are trying to get too much into the proper translations and less in to the feeling that Bulleh Shah had in time he was writing all the poetry.

During my last visit in Pakistan, I did go to his tomb in Kasur (just outside Lahore), and made myself a promise that I need to listen to him some more to make sense of myself. Sometime when I share his poetry with close friends, I try to translate in my own way. This is why I am working on a personal translation of his work and once it is done (on its own pace), I will publish it here or perhaps as a book. You can read the first poem translated here.

Steal my ideas and join me

The ideas have taken a lot of space and I have through enjoyed my time with them. They are all my friends from painting to building a factory of factories or the TY app, who joined me as I rediscover what is I do best and how can I bring people together.

If you see something that excites you, feel free to build and use these ideas in any form. Even if I set out to do all of these I possibly can’t do it alone. I don’t have all the answers either but at least I am carrying some questions. It is my chance to rediscover my creativity and build a shared future with others. I hope you’ll join me on this adventure. Thank you for reading.