About the founder
Built out of laziness. Still too lazy to run it myself.
I suck at running a business. I'm Ethyn Malin, and instead of getting better at it, I built something that runs it for me.
About the founder
I suck at running a business. I'm Ethyn Malin, and instead of getting better at it, I built something that runs it for me.
The honest version
The task was not complicated: film one short video a day, post it to TikTok. That's it. But I was too lazy to actually do it consistently, and on the days I did, the videos looked rough — thrown together, no real editing, nothing that looked like it came from a real business.
So instead of forcing myself to be disciplined about it, I did what felt more natural to me: I automated the part I didn't want to do. I built a system that could handle the filming-to-posting pipeline on its own, end to end, better than I was doing it by hand.
Once it worked for me, it was obvious other people were stuck on the exact same wall — wanting consistent, decent content and automated operations for their business, but not willing (or able) to grind it out every single day. What started as a tool for myself turned into something worth handing to other people who had the same problem.
That's the whole origin story. Not a grand vision — just a genuine unwillingness to keep doing repetitive work by hand, solved with software, and shared because it turned out to be useful to more than just me. Today Acrium Automated runs the parts of my business I used to be too lazy to touch, which is exactly the point: it should do the same for yours.
What I actually believe
The bar for a new feature is simple: does it kill something I personally couldn't stand doing. That's it. That's the whole product roadmap.
I'm fine letting it run without me watching most of the time. The moment money, customers, or anything hard to undo is involved, it checks in first.
I'm not adding a feature just to have it on a list. If it's not removing real work for real people, it's not going in — I'd rather it stay lazy and useful than crowded and impressive.
This isn't a pitch I'm making from the outside. My own business runs on Acrium Automated right now, every day — if it broke, I'd be the first to know.
"I'm too lazy to run everything in a business. Seriously. That's the whole reason this thing exists."
— Ethyn Malin, FounderSet it up once, set your guardrails, and stop being the bottleneck in your own business.
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