FindsYou was developed as a way to make life easier by using the web differently.

Most things done on the web are reflections of what was done off the web. Sales ads, display ads, websites for shop windows; searching is new, but not really. It's just a clever way of looking for stuff in the billions of pages out there - and it doesn't work for stuff not on the web.

The FindsYou team is really lazy because the way FindsYou works is with the minimum of effort for all concerned. Because our backgrounds are in advertising, media or web search we have been able to change things by moving away from established directions rather than towards them. This includes moving away from sneaky ways to make money.

Technology does more for us, but nothing beats the human brain for relevance tests.

Remove 99.9% of the gubbins on the web and the human brain can cope.

Also, because most people cannot afford to be where people find things, we thought it would be good to level the field, so everyone can sell, and buyers get a better choice.

If money can be saved on marketing, then it can be spent on better service or prices, which is altogether a good thing. To make it work - all people have to do is simply ASK for what they want.

The only thing was the name - most people thought it was religious sect at first. "Find Yourself" and all that, but it grew on us eventually and it was cheap.

We aim to change things, but not to dominate the world. We are happy to do this slowly, but we would rather do it fast.