Our Story

The model is not the moat. The system around it is.

Purple Orange Group builds digital products and creative businesses. This site brings together our work and selected companies and projects connected through our founder and collaborators.

The founder's arc

From the measurement seat to the operating seat.

A career in measurement, applied to building products and testing ideas.

Max Markovtsev, founder and CEO of Purple Orange Group
Founder & CEO · Purple Orange Group

Max Markovtsev

A career in the measurement seat at the world's biggest agencies, Leo Burnett, BBDO, and JWT, where he led business intelligence for JWT's North American digital practice. The work was always the same shape: turn attention and behavior into evidence, and evidence into decisions.

That discipline, the JWT / Leo Burnett / BBDO attention-and-measurement rigor, is now compressed by AI from teams of analysts into a fast feedback loop. Business intelligence became digital transformation became AI automation. Today his work spans product architecture, engineering and delivery across the projects featured here.

Earlier work spanned P&G · Unilever · Nestlé · Wrigley · Western Union · Northwestern Mutual · U.S. Marine Corps.

“I run a small holding company called Purple Orange. One founder, me, and a set of real projects: an art business, a couple of software products, a fundraising tool, a lead gen system, and a personal knowledge vault I have been turning into the brain that runs all of it.”

Max Markovtsev, in his own words

This founder reflection is retained for context. It does not establish the ownership or control of companies featured on this site.

“I am good at infrastructure, which is exactly why it is a trap for me. My comfort zone is architecture. My hard zone is selling.”

On the founder's honest edge

Working methods

Building across fields.

The work featured here spans AI engineering, research, fine art, specialty coffee and software reviews. It is connected through our founder and collaborators.

Human-guided. AI-accelerated.

Shared methods: Max brings product architecture and engineering experience to different projects. An evidence-first agentic operating system and Second Brain vault help record sources, decisions and review steps. These are working methods, not a statement of corporate structure.

Why now: the analyst team that used to sit behind agency measurement has collapsed into a feedback loop one operator can run. The reusable capability isn't any single model. It's the review discipline around it. Evidence before decoration: Purple Orange's own product work passes through human approval before delivery.

The founder's work Strategy through delivery Max's work spans product strategy, architecture, engineering and delivery.
Reusable methods A record of the work An agentic operating system and Second Brain support source-linked output, human approval and inspectable run history.
Review discipline Evidence over decoration Purple Orange's own product work uses approval gates and human review before delivery.

Where it's going

Depth, not sprawl.

The companies and projects featured here are at different stages. Purple Orange AI builds production AI systems. Violema keeps the record behind research-spending decisions. PsychDoc.AI is its first research application. Oryx builds toward a new model for scientific communication. Feel The Line continues its international creative work.

PsychDoc.AI now has a live public site for research publishing and evidence synthesis. Its first dossier connects psilocybin research claims to source studies. BeanDjinn has moved from concept into a live private beta, the AI coffee calibration engine, at beandjinn.com. Each project's profile links to its own website for current information.

Companies & Projects

Different projects, different origins.

Read each one's full story, how it started, what it's for, and the evidence behind it.

Violema, Inc. develops scientific evidence systems. PsychDoc.AI is its first research application. The former operator product now ships as Purple Orange Agent.

Featuring a company or project here does not, by itself, indicate ownership, investment or control by Purple Orange Group. For a product's operator and applicable terms, refer to its own website.

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