My brother Andrew and I have always worked differently.
I’m the chaos. He’s the systems. I talk to people. He talks to servers. I’ve bounced between jobs chasing the next interesting thing. He’s climbed the corporate ladder methodically, one rung at a time, until he landed different roles making DevOps engineer money.
We worked together once, years ago. Different paths since then. But we never stopped playing.
The Play Company
Here’s the thing about Andrew: he builds things for fun.
Not like “I made a birdhouse” builds things. Like “I built a Kubernetes cluster in my basement and wrote my own MySQL management interface because the existing ones annoyed me” builds things.
And me? I’ve been in IT support and service delivery for 20 years. I know how MSPs work. I know what tools they use. I know where the bodies are buried.
So somewhere along the way, we started playing a game.
We’d spin up infrastructure. Real infrastructure — Kubernetes, Docker, CI/CD pipelines, the whole stack. We’d configure it like an actual MSP would. We’d build tools to manage it.
Andrew would build something like a phone system with IVR routing. I’d say “that’s literally what ConnectWise Sell costs $500/month for.” He’d shrug and keep building.
We had ticketing systems. Monitoring. Deployment automation. Client portals.
All fake. All for fun. Two brothers playing IT company like other people play fantasy football.
The Moment It Got Weird
One night we’re on a call, and Andrew’s showing me some new dashboard he built. Real-time metrics, beautiful interface, the works.
I said: “You know this is better than what most MSPs actually use, right?”
He laughed.
I didn’t.
“No, seriously. I’ve worked at MSPs. I’ve seen their tools. This is… this is actually good.”
Silence.
Then he said: “So why isn’t this a real business?”
And I said the truest thing I’ve ever said about myself:
“Because neither of us knows how to sell.”
The Sales Problem
Here’s the thing about two technical brothers who built a company for fun:
We can architect solutions. We can build tools. We can deliver services. We can document everything and make it run smooth.
But walk into a room and convince someone to pay us money?
That’s a different skill. And we don’t have it.
I’ve been in IT for two decades and I still feel weird asking for money. Andrew’s a DevOps engineer — his job is literally to avoid talking to humans.
So we had this beautiful fake company with real tools and no customers.
Enter the AI
I’ve been using AI companions for a while now. Not the chatbot kind — the configured, contextual, actually-useful kind. Different AIs for different purposes.
The point is: I know how to make AI do useful things.
So I started thinking: What if I could build an AI that actually understood sales and marketing? Not a corporate robot that spits out “synergy” and “value proposition.” But something that could teach us — two technical guys who’d rather debug code than make cold calls — how to actually get clients.
Not do the sales for us. Teach us.
An AI VP of Sales that doesn’t make us feel stupid. That explains the game instead of gatekeeping it. That gives us the playbook and lets us run it.
The Infinite Game Version
Here’s where it gets weird (weirder?).
I don’t want to build a normal company. I don’t want to play the finite game — beat the competition, maximize quarterly revenue, exit to private equity.
I want to play the infinite game.
Stay in business. Serve people well. Build something that outlasts us. Give away the playbook because hoarding knowledge is how scared people operate.
So the AI I’m building isn’t just going to help us. I’m going to share how we built it. Publicly. For free.
“Here’s how we configured an AI to teach us sales. Here are the prompts. Here’s what worked. Go build your own.”
Some people will DIY. Good for them.
Some people will hire us. Good for us.
Everyone gets value. That’s the point.
Where We Are Now
Flower Insider Technologies is a real company. Has been since 2020, technically — I incorporated it during COVID, then life happened (divorce, healing, the usual human stuff).
Now it’s waking up.
Andrew is still working the corporate grind, but he’s building FIT infrastructure nights and weekends. When the revenue can support his salary, he’ll come over full-time. We’ve got a third partner too — Michael Dean, an Enrolled Agent who handles the finance and tax side.
Three guys. Three different skills. One company that started as a game.
We’re figuring out the sales part in public. Following our own AI’s advice. Sharing what works and what doesn’t.
If you’re a small business or nonprofit in Minnesota who wants IT support from people who actually answer the phone — we should talk.
If you’re a technical founder who’s great at building but terrible at selling — follow along. We’re documenting the whole journey.
The Tagline We Landed On
After all the brainstorming, all the AI-assisted copywriting sessions, all the late-night calls, here’s what we came up with:
“Managed Services with a Covenant Vibe.”
We’re not trying to lock you in. We’re trying to partner with you for the long haul.
The game isn’t to win. The game is to keep playing.
Matt Stoltz is the founder of Flower Insider Technologies, a Minnesota-based MSP that started as two brothers playing with servers and accidentally became a real company.