
I look for founders that are building they care about. It’s the only way that they’ll work like crazy for 10 years and get to an exit!
An excellent example of that is my friend Jesse Bray. He grew up with a love of reading, as did I.
Now he’s created a wonderful new app called Inklings to help children learn to read.
I’ll let Jesse tell you the rest…
This week I sent my friend Francis Santora a press release before anyone else on Earth saw it. That’s not a distribution strategy. That’s just where Francis sits in my life.
His reply floored me. He told me he’d had no idea I grew up in a small town in Maine — because when he was little, he lived in Hartland, Maine, and going to the library was really important for him too. “It was a window into the outside world,” he said.
Two kids from Maine. Two small libraries. The same window.
Francis and I met on X, of all places, and became friends. He said yes to my little podcast, Inklings Behind the Scenes, before I had anything to show for it — more than once. But the podcast was only the doorway. What Francis really gave me was straightforward truth when it would have been easier to tell me what I wanted to hear. He taught me to take the feelings out, wave off the fanciful letters of intent, and build on real traction. More than a few bad investors lost their grip on me because Francis was in my corner, sharpening the story.
That’s the only way anything I’ve made since has gotten built: one brick at a time.
Here’s why that’s not just a slogan for me. I grew up homeless, and I’m dyslexic. When I was a kid in Maine, a small library outside Sanford was my sanctuary — the one place where the world got quiet and the words, eventually, started to make sense. Everything I’ve built since is me trying to hold that door open for the next kid standing where I stood. You don’t hold a door like that with one grand gesture. You do it brick by brick, or you don’t do it at all.
So let me show you the wall, top down.
The biggest brick is Inklings Book Club (https://mrbray.com/inklings-book-club) — a reading app I built library-first. One hundred public-domain books, excerpts and quizzes across six reading levels, and kids get in with a library card. No ads. No dark patterns. Free forever for kids and libraries — sponsors fund the build, and a sponsor’s logo never touches a child. Sixteen founding library partners have signed on, from The Ferguson Library in Stamford, Connecticut to one-room libraries in Utah and Oklahoma, and we’re building directory pages for the more than 5,000 libraries that have never had a digital presence at all.
And this week’s brick — the one in the press release I sent Francis first — is a storybook about a stink bug named Poe.
Poe is a curmudgeon. I want to be clear about that up front, because most children’s books aren’t. Poe tries on six hats — a cowboy hat, a builder’s hard hat, a chef’s hat, a top hat, a bowler, a birthday hat — convinced the next one will finally fix him. None of them do. And here’s the part I care about most: Poe does not end the story sweet. He ends it every bit the grumpy gus he started as. What changes is smaller and truer — he gets content being himself, hat or no hat.
Your value doesn’t come from what you wear, but who you are. That’s the whole book.
A Perfect Hat for Poe (https://mrbray.com/a-perfect-hat-for-poe) is free online — an interactive storybook that comes alive page by page, narrated by my friend Bill Dillmeier. It was funded by a Kickstarter campaign, and every single backer is named in the credits, because people who believe early deserve to be remembered in the thing itself.
I didn’t plan the symmetry of this week — that a friendship built on candor would turn out to be rooted in two small Maine libraries. I couldn’t have planned it. But I’ll take it as a sign the wall’s going up in the right place.
So here’s my ask, and it’s a small one: go read Poe. It’s free, it takes a few minutes, and there’s a grumpy stink bug in it who might be the most honest character I’ve ever made. Then, if you’ve got one, take a kid to a library this week. Get them a card. Hold the door the way somebody once held it for Francis and for me.
One brick at a time.
— Jesse Bray, Founder, Mr. Bray Labs
A Perfect Hat for Poe: https://mrbray.com/a-perfect-hat-for-poe
Inklings Book Club: https://mrbray.com/inklings-book-club
I hope you enjoyed my friend Jesse’s story! If you’re looking for a startup idea, try building in an area that’s deeply meaningful to you.
If you create value for others, you’ll capture some for yourself. And you’ll have a whole lot more fun doing it.
More from the blog:
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