Macro1Market2Asset3Operations4Trust5
The Moat Onion
Every layer of competitive advantage is visible from a different distance. The macro environment is what the whole market can see. The trust layer is what only the people closest to the company ever know. This is why the rings are ordered the way they are, not by importance, but by visibility.
The outer layers protect the inner ones. But they also hide them. A company can look completely defensible from the outside while the operational layer is quietly failing, while relationships are eroding, while the credibility that took a decade to build is one bad quarter away from collapse.
The onion rots from the inside out. By the time the outer rings show damage, the core has usually been gone for a while.
Click any ring to explore the layer
Macro
Institutional · Natural
Market
Category Creation · Wave Riding
Asset
Tangible · Intangible
Operations
Manufacturing Yield · Feedback Loop Speed
Trust
Relationships · Institutional Credibility

Terms of service.

Last updated:

Scope and Acceptance

These Terms of Service (“Terms”) govern your access to and use of houseofhoma.com and any creative services provided by House of Hōma OÜ (“we”, “us”, “our”). By visiting the website or engaging our services you agree to be bound by these Terms.
2. Services Offered

We provide creative consulting, design, and storytelling services as described on the website or in individual project proposals (“Project Briefs”). Specific deliverables, timelines, and fees are agreed in writing before work commences.
3. Client Obligations


4. Intellectual Property

Unless otherwise agreed in writing:


5. Fees and Payment

Prices are quoted in EUR and exclude VAT unless stated otherwise. Invoices are issued on the delivery date of the final work and are payable within 14 calendar days. If you exercise the cancellation right in Section 6, any invoice issued during that 14-day review window will be voided and, if already paid, fully refunded.
6. Cancellation and 14-Day Review Period

6.1 Free-Use Review Period.
Upon delivery of the final work you receive a 14-day review period. During this time you may use the deliverables in real conditions to evaluate fitness for purpose without payment becoming due.

6.2 Cancellation within 14 days.
If, for any reason, you decide the work is not suitable, you may cancel the Project by giving written notice within the 14-day window. We will issue a 100 % refund of any fees already paid and revoke the licence in Section 4. You must then cease all use of the deliverables and delete any copies in your possession.

6.3 Acceptance after 14 days.
If no cancellation notice is received within the review period, the work is deemed accepted, the invoice becomes immediately payable, and the licence in Section 4 becomes permanent (subject to full payment).

6.4 Cancellation after Acceptance.
Cancellations requested after the 14-day period are possible only by mutual agreement and may incur a pro-rated fee for work already rendered.
7. Warranty and Liability

I provide our services with reasonable care and skill. Beyond that, I don’t make promises I can’t keep. I'm not liable for indirect damages, lost profits, creative blocks, existential crises, or the spontaneous combustion of household pets while reading this website. My total liability is capped at the amount you paid me for the specific project in question. Nothing more, nothing less.
8. Governing Law & Jurisdiction

These Terms are governed by the laws of Estonia. Any dispute will be submitted to the exclusive jurisdiction of the courts of Tallinn, Estonia, without prejudice to mandatory consumer-protection rules under Regulation (EU) 1215/2012.
9. Amendments

We may update these Terms to reflect changes in law or our business practices. The latest version is always available at /terms-of-service.html. Continued use of our website or services after changes constitutes acceptance of the revised Terms.

Terms of service.

Last updated:

Scope and Acceptance

These Terms of Service (“Terms”) govern your access to and use of houseofhoma.com and any creative services provided by House of Hōma OÜ (“we”, “us”, “our”). By visiting the website or engaging our services you agree to be bound by these Terms.
2. Services Offered

We provide creative consulting, design, and storytelling services as described on the website or in individual project proposals (“Project Briefs”). Specific deliverables, timelines, and fees are agreed in writing before work commences.
3. Client Obligations


4. Intellectual Property

Unless otherwise agreed in writing:


5. Fees and Payment

Prices are quoted in EUR and exclude VAT unless stated otherwise. Invoices are issued on the delivery date of the final work and are payable within 14 calendar days. If you exercise the cancellation right in Section 6, any invoice issued during that 14-day review window will be voided and, if already paid, fully refunded.
6. Cancellation and 14-Day Review Period

6.1 Free-Use Review Period.
Upon delivery of the final work you receive a 14-day review period. During this time you may use the deliverables in real conditions to evaluate fitness for purpose without payment becoming due.

6.2 Cancellation within 14 days.
If, for any reason, you decide the work is not suitable, you may cancel the Project by giving written notice within the 14-day window. We will issue a 100 % refund of any fees already paid and revoke the licence in Section 4. You must then cease all use of the deliverables and delete any copies in your possession.

6.3 Acceptance after 14 days.
If no cancellation notice is received within the review period, the work is deemed accepted, the invoice becomes immediately payable, and the licence in Section 4 becomes permanent (subject to full payment).

6.4 Cancellation after Acceptance.
Cancellations requested after the 14-day period are possible only by mutual agreement and may incur a pro-rated fee for work already rendered.
7. Warranty and Liability

I provide our services with reasonable care and skill. Beyond that, I don’t make promises I can’t keep. I'm not liable for indirect damages, lost profits, creative blocks, existential crises, or the spontaneous combustion of household pets while reading this website. My total liability is capped at the amount you paid me for the specific project in question. Nothing more, nothing less.
8. Governing Law & Jurisdiction

These Terms are governed by the laws of Estonia. Any dispute will be submitted to the exclusive jurisdiction of the courts of Tallinn, Estonia, without prejudice to mandatory consumer-protection rules under Regulation (EU) 1215/2012.
9. Amendments

We may update these Terms to reflect changes in law or our business practices. The latest version is always available at /terms-of-service.html. Continued use of our website or services after changes constitutes acceptance of the revised Terms.

Terms of service.

Last updated:

Scope and Acceptance

These Terms of Service (“Terms”) govern your access to and use of houseofhoma.com and any creative services provided by House of Hōma OÜ (“we”, “us”, “our”). By visiting the website or engaging our services you agree to be bound by these Terms.
2. Services Offered

We provide creative consulting, design, and storytelling services as described on the website or in individual project proposals (“Project Briefs”). Specific deliverables, timelines, and fees are agreed in writing before work commences.
3. Client Obligations


4. Intellectual Property

Unless otherwise agreed in writing:


5. Fees and Payment

Prices are quoted in EUR and exclude VAT unless stated otherwise. Invoices are issued on the delivery date of the final work and are payable within 14 calendar days. If you exercise the cancellation right in Section 6, any invoice issued during that 14-day review window will be voided and, if already paid, fully refunded.
6. Cancellation and 14-Day Review Period

6.1 Free-Use Review Period.
Upon delivery of the final work you receive a 14-day review period. During this time you may use the deliverables in real conditions to evaluate fitness for purpose without payment becoming due.

6.2 Cancellation within 14 days.
If, for any reason, you decide the work is not suitable, you may cancel the Project by giving written notice within the 14-day window. We will issue a 100 % refund of any fees already paid and revoke the licence in Section 4. You must then cease all use of the deliverables and delete any copies in your possession.

6.3 Acceptance after 14 days.
If no cancellation notice is received within the review period, the work is deemed accepted, the invoice becomes immediately payable, and the licence in Section 4 becomes permanent (subject to full payment).

6.4 Cancellation after Acceptance.
Cancellations requested after the 14-day period are possible only by mutual agreement and may incur a pro-rated fee for work already rendered.
7. Warranty and Liability

I provide our services with reasonable care and skill. Beyond that, I don’t make promises I can’t keep. I'm not liable for indirect damages, lost profits, creative blocks, existential crises, or the spontaneous combustion of household pets while reading this website. My total liability is capped at the amount you paid me for the specific project in question. Nothing more, nothing less.
8. Governing Law & Jurisdiction

These Terms are governed by the laws of Estonia. Any dispute will be submitted to the exclusive jurisdiction of the courts of Tallinn, Estonia, without prejudice to mandatory consumer-protection rules under Regulation (EU) 1215/2012.
9. Amendments

We may update these Terms to reflect changes in law or our business practices. The latest version is always available at /terms-of-service.html. Continued use of our website or services after changes constitutes acceptance of the revised Terms.

Homa

What are you building?

By submitting, you agree to our Terms and Privacy Policy.

Let’s build.

Discussing confidential matters?
Use encryption key


Homa

What are you building?

By submitting, you agree to our Terms and Privacy Policy.

Let’s build.

Discussing confidential matters?
Use encryption key


Homa

What are you building?

By submitting, you agree to our Terms and Privacy Policy.

Let’s build.

Discussing confidential matters?
Use encryption key