• Journal: Jun 2025

    • I still feel that tingling in my fingers, itching to write more.
      • The inspiration from other makers led me to create this website and be part of the “Building in Public” movement for the first time. Butterflies!!! ཐི༏ཋྀ󠀮ʚїɞ
        • I’m still migrating all my content scattered across the web to this platform. I realized it’s really sad to see my work on platforms that will soon disappear or are owned by people I don’t resonate with.
        • This is my fourth “/now” update, and I’m absolutely in love with this concept. I can see this reducing a lot my need for publishing stuff on social media.
        • Big thanks to Rich Tabor for this WordPress template and inspiration.
    • Work
      • Starting new projects and going back to my roots, game development. Check my build log.
      • Still working a bit on Smart Keys, but the project is profitable and basically runs on auto-pilot.
      • Helping Prospera Mental Health with tech challenges.
    • Volunteering
      • Sustainable Walnut Creek: We recently held our Earth Month and Exploration Station events and are now starting new initiatives.
      • AIDS LifeCycle: I was a Roadie (Volunteer) in the final ALC event. After 30 years, they decided to end it. That inspired me to write a little more about it.
    • Learning
      • I paused my Learning Korean initiatives for now. Hangul is so, so beautiful. And also quite hard. I’ll return soon. Thank you, Ryan Estrada for these mnemonic drawings.
    • Relaxing
      • Saturdays you can find me having a delicious Omega at Rooted Poets Corner, at the beautiful PH Library.
      • Trying to read less and less news. But reading more and more books.
      • I’m missing so bad my dog in Brazil, so we decided to pet sit around bay area using TrustedHouseSitters, this is so cool, we can meet amazing people, pets and also new cities. I’ll be around SF on June and July.
    • Exercise
      • I’m doing more quick runnings than riding, quite sad to be honest, I’m missing riding with Peaceful Pedalers and as Training Ride Leader with Wildcats for ALC 2025. I signed up for the Pride Run in SF, it’s a good way to motivate myself to exercise more.
  • One Last Ride, Seventeen Million Reasons

    The good news: we did it again. AIDS/LifeCycle raised over 17 million dollars this year. That’s not a typo. Seventeen million. For HIV/AIDS services, prevention, advocacy, care. For actual lives.

    This time, I wasn’t riding. I was behind the scenes, lugging arrow signs and cleaning up the road as part of the Advance Route Marking team. Me and a few other legends out there a day early, making sure the route was safe and the signs pointed the right way.

    It was one of those rare weeks where your body’s tired but your spirit isn’t. Long days, sunburns, inside jokes, and just enough chaos to keep it interesting. Seven days, hundreds of miles, thousands of tiny moments that added up to something huge.

    Why It’s So Successful?

    AIDS/LifeCycle wasn’t just successful because people cared. It was designed around real community. Not just one, but a Venn diagram of them: queer folks, cyclists, activists, people living with HIV, people who lost someone. It connected San Francisco and Los Angeles, two cities with deep roots in both bike culture and the LGBTQ+ movement. That’s a potent mix.

    It was also personal. Riders carried names, faces, ashes, and stories. The mission wasn’t an abstract “awareness campaign.” It was a pilgrimage. And you don’t half-ass a pilgrimage.

    And then there was the tone. Serious cause, zero solemnity. Humor made it human. There’s nothing like pedaling past a drag nun in a banana suit yelling “hydrate or die-drate” while you’re contemplating the weight of the epidemic. The camp didn’t dilute the meaning. It carried it. That’s queer magic.

    Volunteers held it all together. Thousands of them putting up arrows at dawn, wrangling gear, manning rest stops. They weren’t there for clout. They were part of one or more of those overlapping circles too. That kept the event affordable and grounded.

    Another important aspect that makes the role of fundraiser easier and also promotes transparency is that the money raised for the event is directly linked to the needs of the organizations. You know exactly where every dollar is going, as they provide fundraising cards showing the cost of some services.

    And maybe most importantly, ALC was inclusive without compromising its identity. It was proudly queer, but open to anyone who showed up with respect and sunscreen. It didn’t pander. It invited.

    That’s hard to replicate. Maybe impossible. But that’s also what made it work.

    What I Found There

    I’ve done this twice. First as a rider, then as a roadie. I made that choice out of gratitude. The roadies on my first ride were the reason it felt so magical. They patched me up, cracked jokes when I was falling apart, and somehow made a porta-potty feel like a spiritual checkpoint. I wanted to give a little of that back.

    When I first joined, I figured I’d just ride my bike, raise some money, maybe get a decent tan. But what I found was something else entirely.

    People showed up for me. Total strangers. Volunteers cheered like I was a rockstar. Riders I’d never met fixed my flat, shared their snacks, gave hugs without asking why I needed one. I met artists, nurses, queer elders, kinksters, first-time riders in their 60s, and people who had done this ride 20 times and still cried at every opening ceremony.

    I cried too. A lot. Sometimes from the pain, but mostly from other people’s stories. Stories about partners they lost. About surviving when others didn’t. About showing up for someone who once showed up for them. That kind of grief and joy doesn’t just sit in your chest. It moves through you.

    This wasn’t some curated, polished community. It was messy and loud and wildly diverse, and it worked. Everyone belonged, even if no one matched. And somewhere between the rest stops and the road grime and the weird inside jokes about Butt Butter, I realized I felt more myself here than almost anywhere else.

    The Bad News

    This was the last AIDS/LifeCycle. Wait what?

    After 30 years, it’s coming to an end. Not because it failed, but because the model stopped working. Organizers from the San Francisco AIDS Foundation and the Los Angeles LGBT Center laid it out clearly. Costs went up. Participation and fundraising went down. Post-COVID logistics got harder and more expensive. In 2019, the cost of fundraising was about 33 percent. By 2023 and 2024, it had more than doubled. Every dollar raised was being eaten by production costs. They cut vendor contracts and scaled back staffing, but the numbers still didn’t make sense. They said it no longer met industry standards for financial responsibility.

    So the 2025 ride was the last one. The Final 545. One more chance to ride, to roadie, to scream into the wind while sweating through your chamois for a damn good cause.

    It’s hard to explain what this ride means unless you’ve done it. It wasn’t just a fundraiser. Not just a bike ride. It was a weird, beautiful, inconvenient miracle. A moving village powered by muscle, glitter, grief, sunscreen, and community.

    A Tech Bro Postmortem

    If AIDS / LifeCycle were a startup, it would be a masterclass in product-market fit. In thirty years the ride raised more than $300 million, powered by riders and roadies who treated fundraising like a love language. A few individuals pulled in over half a million apiece, enough to make any investor grin. 

    The problem was on the cost side. Pretty common with health startups. Every seven-day ride needed fleets of trucks, medical tents, mobile kitchens, shower rigs, and a volunteer army. Love padded the budget, but it never balanced it. When expenses kept outpacing donations, the organizers decided to retire the week-long version while the memories were still warm. Shut it down while it still meant everything.

    I came back for that final rollout, not with pitch decks or growth hacks, just a broom and a stack of arrow signs, grateful to guide people home one more time.

    The story is not over. A leaner chapter is already in the works: three-day weekend rides that preserve the heart of the experience while making it more accessible and affordable for riders and reducing the costs to run it. Smaller footprint. Same purpose. That sounds like an interesting pivot, the kind of thing Bay Area folks know how to do.

    I don’t have a profound ending. Just sitting with the whiplash of raising millions for a cause and saying goodbye to one of the most meaningful things I’ve ever been part of.

  • That time I emailed the Subway CEO because the sandwich artists looked sad

    Yesterday I was rummaging through an ancient backup drive when I found a text file from 15 years ago. Inside sat an email I had bravely, or foolishly, addressed to the chief executive of Subway. I had eaten there a handful of times, spotted a pattern, and decided the top guy needed my young adult wisdom. Reading it now makes my cheeks warm, but cringe is a good teacher, so here we go.

    Dear Director,

    In all my visits to Subway stores I have noticed that your employees seem quite sad. At first I thought it was because I took too long to choose my condiments or something like that and that this bothered the attendants, but after watching other customers more closely I realized the ordering process itself can be stressful for the staff.

    I do not know your employee‑motivation policies, but I believe they could be reviewed so everyone comes out ahead.

    I must admit I do not feel entirely comfortable with the ordering procedure. Perhaps an optional form could let customers tick the items they want and hand it to the attendant. The customer could still watch the sandwich being assembled, asking for more or less of a condiment, and the whole process might move faster and put less stress on the attendants.

    Best regards,
    Diego Dotta

    Yes, I really suggested a paper checklist so I would not stress the staff by naming veggies under pressure. ✋😊

    Why I am sharing this fossil

    I keep these artifacts around to remind myself that the impulse to fix everything is both a gift and a hazard. Fifteen years later I still spot pain points in random systems, but I try to ask first, build later, and send fewer midnight missives to unsuspecting CEOs. I remember doing this more than once, sometimes searching for emails of C-level people at those companies and sending random ideas or complaints.

    Also, if you have a forgotten folder full of old emails, open it. You will meet a past version of yourself who thought laminated order sheets were the answer to world peace. It is humbling, hilarious, and strangely motivating.

    Now I am going to grab a sandwich and see if anyone looks even slightly happier. If they do, I will choose to believe my letter changed the course of history. If they do not, I will quietly enjoy my onions and move on.

  • Build Log

    A living trail of things I’m building, breaking, or pretending to finish.
    Some are active, some are dust. All of them taught me something.
    This is where I track the chaos, one sprint, stumble, and saddle-up at a time.

    Total projects: 14 (Only projects where I was the founder)
    🟢 3 succeeded, 🟡 4 in progress, 🔴 9 failed.

    Last update: Jun 2025

    Something new 🥸

    May 2025 – Present

    Back to my roots: game development and using maps, which have been my “special interest” for quite a while. :p

    Social Alarm 🟡

    May 2025 – Present

    Inspired by a message from our niece, we wanted to wake up to messages from friends and loved ones.

    What’s happening?

    We did some initial market research, studied players, ran some ads to test interest, and completed a technical proof of concept. There’s a good chance this project won’t continue or will pivot to something else. I’m happy, though, that we gained some insights from the research and proof of concept before building the entire thing. I might write more about my process since I’m enjoying it.

    Smart Keys for Mac 🟡

    Jan 2025 – Present

    Same purpose as the iOS version, but with the concept of AI Shortcuts. https://smartkeys.so/for-mac

    What’s happening?

    I haven’t found a good channel for this product yet, but since I’m an active user, maybe the most active one, I’ll keep trying it.

    Smart Keys for iOS 🟢

    Aug 2024 – Present

    Whether you’re polishing grammar, adding a bit of flair to your texts, or translating on the fly, Smart Keys makes it all effortless. https://smartkeys.so/

    Why did it succeed?

    Low maintenance tech stack and found product-market fit with a positive LTV/CAC ratio.

    Secret Project 🔴

    Feb 2024 – Mar 2024

    Too embarrassed to share what this project was about.

    Why did it fail?

    I found some interesting channels and managed to test two ideas, but I felt too ashamed to continue working on this. 😰

    Hyper-Local Coloring Books Powered By Agents 🔴

    Dec 2023 – Feb 2024

    Hyper-local coloring and activity book for kids based on their neighborhood or city, especially in small cities. AI agents enable scalability.

    Why did it fail?

    I ran a pilot in Walnut Creek and didn’t see much traction. The goal was to sell in bulk to cities, libraries, and events. Technically, I still see potential when agents become more capable in the future.

    PromptTea.Party 🔴

    Sept 2023 – Nov 2023

    Kaggle for Prompt Engineers.

    Why did it fail?

    Started as a hackathon project, it evolved with some friends in the East Bay, and we shut it down when we realized that LLMs would evolve so quickly that the project wouldn’t make sense.

    Youper 🟢

    Feb 2015 – Present

    Youper combines psychology and artificial intelligence to understand users’ emotional needs and engage in natural conversations. https://youper.ai/

    Why did it succeed?

    Pioneer in the field, amazing team, VC-backed, and covered by a lot of media.

    DonorDrive + Strava Extension 🔴

    Oct 2023 – Feb 2025

    Connected fundraising campaigns with your outdoor activities. Successful pilot for ALC 2024. This was my first Build in Public project. Some details here.

    Why did it fail?

    Non-profits didn’t show much interest and both companies made the API more restricted.

    Empathy Bottles 🔴

    Nov 2017 – Feb 2018

    App was inspired by the Non-Violent Communication (NVC) methodology.

    https://producthunt.com/../empathy-bottles

    Why did it fail?

    I chose the wrong tech stack (Ionic) and didn’t have a clear business model for an anonymous social network. Server costs began to increase.

    The Last Trip 🔴

    2010 – 2015

    Youtube channel about landscapes and places that are being destroyed and will soon no longer exist.

    Why did it fail?

    Besides some videos going viral, the cost and time to make those them were high and caused some conflicts with my day job.

    Kombina.me 🔴

    2014 – 2015

    Marketplace for selling goods at a discount based on what the buyer plans to do with them. I sold my VW Bus to an environmental and educational project.

    Why did it fail?

    I didn’t do a good job sticking with it to find more customers, besides myself.

    BackPackBook 🔴

    2008 – 2015

    Blog specialized in travel book reviews.

    Why did it fail?

    It had no business model and faced many issues with hacker attacks and custom WordPress code.

    DiaTech 🔴

    2001 – 2003

    Web agency and tech infrastructure for small companies, founded with friends.

    Why did it fail?

    Lack of maturity. Friends became ex-friends, and then I joined another company.

    Design Agency 🟢

    1998 – 2001

    Design agency with my brother.

    Why did it succeed?

    Merged with another company with friends.

  • Clicks From The Cheap Seats, 2002 Remix

    Stumbled on a dusty folder while rifling through an old hard‑drive backup. Inside sat scribbles about Faith Popcorn’s trend bombs, written by a younger me who thought Winamp skins were the height of customization.

    Two decades later they still hit, so I stitched the notes into one coherent ramble and kept the timestamp vibe intact.


    Cocooning

    Back when 56 k modems squealed like wounded robots, parking myself at home felt radical. Work, class, and late night Counter‑Strike all funneled through the same beige tower. It looked like productivity, really it was bubble wrap for the soul. Faith called it the craving for a padded nest against daily roughness. Turns out pizza boxes double as insulation.

    Clanning

    Even hermits need tribe time. Message boards, LAN parties, and sprawling ICQ lists let miniature crews swap obsessions. One night I am hunting Photoshop tips, next I am deep in a Quake forum arguing rocket splash radius. Clanning hands out membership patches to anyone who shows up and types fast.

    Fantasy Adventure

    Thornton Wilder nailed it. Safe at home we crave peril, in peril we crave home. My shortcut was EverQuest marathons. Dragons melt stress better than therapy, at least until the server crashes. Imagination never loses.

    Pleasure Revenge

    We grind, then smash Buy‑It‑Now on something shiny. That impulse feels like justice for commuter traffic and neon deadlines. Consequences get punted to tomorrow‑morning Diego. Tonight is about the dopamine spike.


    The disk also held four fresh clicks that push the plot forward.

    Mancipation

    Suddenly the razor aisle stocks moisturizing gel and magazines tell guys to exfoliate. My grandfather would laugh himself silly. Sharing family gigs and cooking a half decent pasta feels less like rebellion and more like catching up.

    Ninety‑Nine Lives

    Every browser window wants a slice of the same day. Job, side gig, gym, band practice, grandma’s birthday, password resets. Multitasking is a myth yet I keep chasing it because the alternative boots slower than Windows Me.

    Check Out

    When the juggling drops a flaming chainsaw, Check Out surfaces. Quit the gig. Nuke the roadmap. Backpack across South America. The reset button is shock therapy for people hooked on busy badges. I have not punched it yet but the fantasy lives on a sticky note beside the monitor.

    Living Click

    All trends swirl into one gnarly soup. Living Click means syncing the fragments into intent. Less autopilot, more joystick. The buy‑in is attention, the payoff is those rare flashes where everything aligns and the noise cuts.


    Why Bother With This List Now


    Because the ideas still ring true and because early‑twenties me predicted hoverboards by 2025. Instead we got pop‑up blockers and a thousand passwords. These eight clicks became a crude compass. They do not guarantee bliss, they just flag the fault lines we keep dancing on.

    So here is the gist. Build the nest, join the clan, slay the dragon, eat the cake, moisturize, juggle, bail when it turns toxic, then stitch the pieces into something that resembles living. Pull that off and ping me on ICQ. I will be online unless someone picks up the phone.