The thinking
Founders don't buy "AI agents". They buy a team that's already at its desk, with one job each, at no extra cost.
Original. Turnstone's live section "Start with your Chief of Staff": three flat mascots on a grey card, the middle one crowned, labelled Launch writer, Chief of Staff and Outreach.
Reimagined. Our redesign: the same headline beside three vinyl-toy agents at a wooden desk in a bright room, each under a catalogue tag that reads $0.
The business
Sells
A free Mac app of AI agents, each with its own job and model, running on the ChatGPT, Claude or other plans you already have. A Chief of Staff agent sets up the rest.
Who signs
Founders and small teams who already pay for ChatGPT or Claude and want work done, not another chat window.
What's at stake
"Free forever on your Mac" is the hook, and it's easy to miss. This section is where a visitor decides whether to download.
What the page does now
The section introduces the Chief of Staff with three flat mascots on a grey card, a crown on the one in charge and a label under each. It says what he does, but not what the team costs.
What we kept
Their headline and copy word for word, the three mascots and their colours, the Chief of Staff's crown, and the three roles: Launch writer, Chief of Staff and Outreach.
What we changed
The team, at a real desk.
The mascots become vinyl toys at work in a bright room. The Chief of Staff stands in the middle with a crown and a staff badge: he runs the team and hires the rest.
Our redesign: the same headline beside three vinyl-toy agents at a wooden desk in a bright room, each under a catalogue tag that reads $0. One job each, on the AI that's best at it.
Each agent wears a catalogue tag: its role, one line on what it does, and the plan it runs on.
Every tag reads $0.
Runs on plans you already pay for, and free forever on your Mac. No assembly required.
Breakdown with three callouts: the Chief of Staff runs the team and hires the rest, one job each on the AI that's best at it, and $0 on plans you already pay for.
Our hypothesis
More Mac downloads from founders, because the team, its jobs and its price are clear before anyone scrolls.
Invented for the concept
The room, the desk and the vinyl toys are an AI-generated photo made for the concept, and the tag copy is ours. Which plan each agent runs on is illustrative; the $0 is Turnstone's own pricing.