Build what remains.

You have expertise that nobody can copy. The way you work, the knowledge you built over 10 years, the instinct that tells you exactly what a client needs. That expertise lives in your head right now. An endpoint extracts it, encodes it, and makes it deliverable. At scale. Whether the customer knocks themselves, or AI does it on their behalf: your endpoint picks up, knows what is needed, and handles the rest. The Endpoint Club is where entrepreneurs build that system together.

What this means

The customer will talk to AI. And AI will talk to your endpoint. Musk describes a world where your customer has one device. No more apps. Just an orchestrator that knows what the customer needs and handles it. That orchestrator routes to the right business. The question is: is your business ready to receive that request? That is what endpoints are about. A living, intelligent system that represents your business, picks up, knows what is needed, and handles the rest. We are not going to have a phone in the traditional sense. What we call a phone will really be an edge node for AI inference. There will not be operating systems. There will not be apps. Elon Musk, The Joe Rogan Experience, October 2024

The customer side: AI as orchestrator

The customer will have one entry point for everything. An orchestrator that knows who you are, knows what you need, and handles it. I want a stew tonight. The orchestrator knows what you have at home, what your wife likes, and takes care of the rest. It routes to the right endpoint: the farmer, the delivery service, the butcher. That is what Musk describes.

The business side: your company as endpoint

The farmer, the butcher, the baker, the consultant, the trainer: every business becomes an endpoint. The orchestrator routes. Your endpoint picks up, knows what is needed, and handles the rest. The customer can stand at the door themselves, or the AI of the customer stands there. In both cases, your endpoint handles it. Your expertise, your intellectual property, your way of working: that lives in the system. That is what we build.

What is an endpoint?

Your endpoint is the one place where everything connects for your business. Your own ground. The final destination for your customer and the starting point for your business. In a world where AI rewrites everything, what remains is what you built on your own terms. Your endpoint is the permanent address where AI finds you, where customers land, and where your entire business comes together through a single door. Just like that mother who knows exactly when the meat is done, through smell, sound, and years of experience: your business has unique knowledge that cannot be copied. An endpoint captures that knowledge, encodes it, and makes it deliverable. At scale. Without losing the soul.

Next gathering: April 9, Breda

The first Endpoint Club Start. Wednesday April 9, 2026, 14:00 to 16:00. Princentuin 2, Breda. Ten seats at a table. Free. Just a conversation between builders about what they are working on and why owning your endpoint matters. This is the beginning. If you are building something and want to meet people who think like you, this is your invitation.

Who started this?

Paul Veth. Entrepreneur since 2004. Started with buying a bar at twenty. Built in the Dutch dance scene alongside Hardwell, Afrojack and Fedde Le Grand. Ten years in telecom while running businesses on the side. From 2014, identity work with over 500 entrepreneurs. The insight grew too big for one-on-one. It had to become technology. Now he builds multiple companies: Identity First Media, Aligned, MentoSprout, PreClaim, Stature. All from the same philosophy: start with who you are, amplify with AI, scale without losing identity. Every business is an endpoint. At Identity First Media, Paul builds exactly what he describes here: a command chat where the user talks and the intelligence handles everything. Blog, podcast, course, assessment, webshop, email. One entry point, everything behind it. That is an endpoint in action. The Endpoint Club is where this philosophy comes alive as community. A year ago, Paul was talking to ChatGPT. Today he builds complete systems. That journey, raw and unfiltered, is what he shares with the club.