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346 lines
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[1] Skip to Main Content
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[2] Viget
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We’re a full-service digital agency that’s been helping clients make lasting
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[22]
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Read the Article: First Impressions of the Dia AI Browser
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Newsletter
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First Impressions of the Dia AI Browser
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[23]
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Read the Article: The Point of Pointless Corp. in the AI Age
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Article
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The Point of Pointless Corp. in the AI Age
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The Point of Pointless Corp. in the AI Age
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[eyJidWNrZXQiOiJ2Z3QtdmlnZXRjb20tYW]
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• [24]Home
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• [25]Articles
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• [26]The Point of Pointless Corp. in the AI Age
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[27] Subscribe (opens in a new window)
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• [29] Share this page
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• [30] Share this page
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• [31] Post this page
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[32] Brian Williams
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[33]Brian Williams, Co-Founder & CEO
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Article Category: [34] #News & Culture
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Posted on February 6, 2026
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• [35]
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Share
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• [36]
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Share
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• [37]
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Post
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Breaking from client work to experiment, learn, and sharpen our judgment
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through the Pointless Corp. framework has always been one of Viget’s most
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valuable investments.
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B r e a k i n g f r o m c l i e n t w o r k t o e x p e r i m e n t , l e a r n
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, a n d s h a r p e n o u r j u d g m e n t t h r o u g h t h e P o i n t l e s
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s C o r p . f r a m e w o r k h a s a l w a y s b e e n o n e o f V i g e t ’ s
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m o s t v a l u a b l e i n v e s t m e n t s .
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Next week, we’ll run our annual [38]Pointless Palooza. As with many things in
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this age of AI, this one feels different.
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[39]Pointless Corp. is Viget’s innovation lab. Neither pointless nor a
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corporation, it’s been our [40]long-standing answer to a simple question: how
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do we make space to build things without the constraints of client work? Things
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that aren’t revenue-driven, don’t need a business plan, and don’t even have to
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work to be considered a success. It’s how we try, fail, and try again in ways
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that make us better.
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That mission hasn’t changed, but the tools we have to work with certainly have.
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[eyJidWNrZXQiOiJ2Z3QtdmlnZXRjb20tYWxsLWFzc2V]
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In the past, Pointless projects required carefully assembled teams. We could
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each experiment with wearing different hats, but we still needed a project
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lead, a designer, and at least one developer. PMs and designers often had to
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persuade developers to join just to give the project any chance. In prior
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years, we chose dates specifically to maximize developer availability, because
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without someone writing code, nothing shipped.
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That’s no longer true.
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In 2026, small teams, and even individuals, can accomplish far more. Tools like
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[41]Replit, [42]Lovable, and [43]Bolt allow non-developers to build functional
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software. At a recent staff meeting, Dev Director [44]Joshua Pease walked the
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team through how to get started with these platforms, part of our now weekly AI
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show-and-tell. That kind of open knowledge-sharing is core to what makes
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Pointless Corp., and Viget more broadly, a great place to work.
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The skill lines are blurring in every direction. Developers can ramp up more
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quickly and work in a wider variety of tech stacks thanks to tools like [45]
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Claude Code, [46]Codex, and [47]Cursor. They can also generate interfaces,
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explore product concepts, and draft compelling copy in seconds. Designers and
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PMs can prototype real, working software. While I’m skeptical of the more
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extreme proclamations regarding AI’s impact on our industry, there’s no denying
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that this is an incredible time to be making digital products.
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Viget has always valued a generalist mindset. Not everyone doing everything,
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but people who understand enough of the whole system to make good decisions
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with their part. People with the taste and agency to use new tools when their
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value is clear, and with the experience and wisdom to avoid an approach that
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creates a brittle house of cards when it matters.
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That judgment only comes from experience, which is the real point of Pointless
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Corp.
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Viget values perpetual professional development. We hire lifelong learners who
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want hands-on experience with real tech, not just opinions about it. It’s one
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thing to read about what’s new. It’s another to carve out focused time to try,
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break, fix, and understand it. Pointless Palooza is a company-wide time to
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spike on this kind of learning, with Pointless Projects often continuing
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throughout the year in the gaps between billable work.
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Stepping away from client work is expensive. But, it’s a deliberate investment.
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We’re optimistic about technology, naturally curious, and eager to explore new
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tools. We’re also balanced by pragmatic skepticism and real-world proof.
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Pointless Projects are on-the-job training for skills we quickly apply to our
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clients, with the confidence that comes from experience rather than hype.
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Agencies provide project variety. Every new client engagement is a fresh start.
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But client work isn’t the place to take wild swings. Learning too much on a
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client project risks overruns at best and failure at worst – outcomes we can’t
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accept.
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Pointless Corp. is our no-risk, all-upside experimentation zone. It’s where we
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take big steps forward in our skills, develop informed opinions about what
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actually works, and bring that perspective back to our client work. Teams
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always aim to ship something by the end of Pointless Palooza, but the real
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value is what they learn along the way.
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That’s still the point. And in an AI age where everything seems to be changing
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at once, learning by doing matters more than ever.
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[48] Brian Williams
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[49]Brian is Viget's co-founder and CEO. He does everything from advising our
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clients to building our conference tables with his bare hands in our Falls
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Church, VA, HQ.
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[50]More articles by Brian
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Related Articles
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• [51]
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Pointless Weekend 2016
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Article
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Pointless Weekend 2016
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Mitch Daniels
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• [52]
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Article
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A Pointless Weekend … Or So
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Brian Williams
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• [53]
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Article
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Building the Pointless Corp Logo with The Geometry of Design
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Doug Avery
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The Viget Newsletter
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Nobody likes popups, so we waited until now to recommend our newsletter,
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featuring thoughts, opinions, and tools for building a better digital world.
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[54]Read the current issue.
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[55]Subscribe Here (opens in new window)
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Sign Up For Our Newsletter
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better digital world.
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[1] https://www.viget.com/articles/the-point-of-pointless-corp-in-the-ai-age#content
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[19] https://pointlesscorp.com/
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[20] https://explorations.viget.com/
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[21] https://code.viget.com/
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[22] https://mailchi.mp/c911a991155d/first-impressions-of-the-dia-ai-browser
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[23] https://www.viget.com/articles/the-point-of-pointless-corp-in-the-ai-age/
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[24] https://www.viget.com/
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[25] https://www.viget.com/articles
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[26] https://www.viget.com/articles/the-point-of-pointless-corp-in-the-ai-age#hero
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[27] http://eepurl.com/gtHqsj
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[29] https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.viget.com%2Farticles%2Fthe-point-of-pointless-corp-in-the-ai-age
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[31] https://x.com/intent/tweet?text=Breaking%20from%20client%20work%20to%20experiment%2C%20learn%2C%20and%20sharpen%20our%20judgment%20through%20the%20Pointless%20Corp.%20framework%20has%20always%20been%20one%20of%20Viget%E2%80%99s%20most%20valuable%20investments.%20https%3A%2F%2Fwww.viget.com%2Farticles%2Fthe-point-of-pointless-corp-in-the-ai-age
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[32] https://www.viget.com/about/team/bwilliams/
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[33] https://www.viget.com/about/team/bwilliams/
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[34] https://www.viget.com/articles/?category=news-culture#results
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[35] https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.viget.com%2Farticles%2Fthe-point-of-pointless-corp-in-the-ai-age
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[37] https://x.com/intent/tweet?text=Breaking%20from%20client%20work%20to%20experiment%2C%20learn%2C%20and%20sharpen%20our%20judgment%20through%20the%20Pointless%20Corp.%20framework%20has%20always%20been%20one%20of%20Viget%E2%80%99s%20most%20valuable%20investments.%20https%3A%2F%2Fwww.viget.com%2Farticles%2Fthe-point-of-pointless-corp-in-the-ai-age
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[38] https://www.viget.com/articles/the-enduring-point-of-pointless-corp/
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[39] https://pointlesscorp.com/
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[40] http://viget.com/articles/introducing-pointless-corp
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[41] https://replit.com/
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