Westenberg exists for people who create value with their minds. Founders. Investors. Operators. Technologists. People building companies, products, capital stacks, reputations, and systems.

It’s a space for sharpening your thinking. Strategy, philosophy, leverage, power, attention, discipline — the tools that matter when you’re navigating ambiguity and making decisions that count.

Westenberg combines the rigor of classical thought with the realities of modern work. It’s built for those who are asking better questions, designing cleaner systems, and looking for signal in a saturated world.

What You’ll Find

  • Strategic clarity and mental models

  • Founder psychology and personal edge

  • Markets, capital, and incentives

  • The architecture of meaningful work

Each idea is built to be used. This is thinking designed for execution.

Who’s Behind It

I’m Joan Westenberg. I’ve built companies, advised startups, angel invested, and spent years studying how people think, build, and endure. Westenberg is where I do the hard thinking out loud, with the people I respect most.

My work has appeared in Wired, TIME, The Next Web, and The Australian Financial Review. I publish The Index, a rationalist blog exploring politics, media, and the machinery of influence in the modern world.