If you’re reading this, you probably have a side project you’re "working on."
You know, that SaaS idea that’s going to liberate you from your 9-to-5 and generate that sweet, sweet passive income? Yeah, that one. The problem isn’t that your idea is bad, or that your coding skills are a bit rusty.
The problem is that every time you sit down to "ship," you end up in a two-hour TikTok dopamine spiral watching videos of someone power-washing a driveway.
Willpower is a finite resource, and the algorithms built by trillion-dollar tech giants are designed to drain it. I tried every software blocker under the sun - Screen Time, Freedom, Opal. They all have one fatal flaw: I am smarter than them.
In a moment of weakness, I will find the "ignore for 15 minutes" button. I needed something dumber. Something I couldn't outsmart with a couple of taps.
A Better Solution?
Enter the "Brick." It is, quite literally, a brick.
Okay, it's a specialized magnet that looks like a nice little paperweight. The concept is hilariously simple and borderline insulting to my intelligence: you install their app, select the apps that are ruining your life (Instagram, Twitter, Reddit), and then "brick" your phone by tapping it against the magnet.
Your phone is now a dumb phone.
No social media, no endless feeds. Just calls, texts, and maybe Uber. Here is the genius part: to unblock those apps, you have to physically tap your phone against the magnet again. That’s it.
If you leave the magnet on your fridge and go to your home office upstairs, you are physically incapable of doomscrolling. The friction is real, and it is spectacular. It forces you to sit with the boredom, which is usually the exact moment your brain decides it might as well do some actual work.
The Founder's ROI on Buying a Magnet
You might be thinking, "Did this guy really spend fifty quid on a fridge magnet?" Yes, I did. And as someone trying to build a business, it’s one of the best ROI investments I’ve made.
Think about it.
What is an hour of your deep-work time worth? If you’re freelancing, maybe it’s £100. If you’re building a product, that hour could be the difference between shipping a feature today or next week. The Brick isn't about "digital wellness" or "being present."
It's about reclaiming the 3-4 hours a day you’re currently lighting on fire so you can actually build something that makes money. It’s a stupid, brute-force solution for a stupid, modern problem. And it works because it turns your laziness against you. You're too lazy to walk downstairs to the fridge, so you just... work.
Here’s a quick breakdown of why I prefer this over just trying harder:
| Solution | How It Works | Why I Failed |
|---|---|---|
| Willpower | "I just won't look." | I am weak and the algorithm is strong. |
| Built-in Screen Time | Sets time limits with a passcode. | I know the passcode. I bypass it in 3 seconds. |
| Software Blockers (Opal, etc.) | Uses a VPN to block apps. | Can usually be disabled with a few taps if you're desperate enough. |
| The Brick | Physical tag required to unblock. | I am too lazy to get off the couch to find the magnet. |
The Reality of Using It (Pros & Cons)
It’s not perfect, and it’s definitely a niche product for a specific type of person (the kind who needs to be treated like a toddler to get any work done).
The Good Stuff:
- Zero Bypass: Unless you have the magnet, you are not getting into those apps. There is no "cheat code."
- Physical Ritual: The act of physically tapping the phone to "clock out" of the distraction matrix feels oddly satisfying.
- Selective Blocking: You aren't turning your phone off completely. You can still get important calls or use 2FA apps; you just can't scroll.
- The Shame Factor: Having to explain to someone that you bought a special magnet because you have no self-control is a powerful motivator in itself.
The Annoying Stuff:
- You Can Lose The Key: If you lose the magnet while your phone is bricked, you are in for a very bad time. (Pro tip: Superglue it to something heavy).
- It’s Another Thing to Carry: If you want to be bricked while working at a coffee shop, you have to remember to bring the magnet with you to unbrick later.
- The Price: It feels expensive for what it physically is. You are paying for the software ecosystem and the psychological trick, not the raw materials.
Is it absurd that we need a physical token to stop us from using the supercomputers in our pockets? Absolutely.
But if that absurdity helps you finally finish your MVP and get your first paying customer, then it's the smartest fifty quid you'll ever spend.
Check out Brick.
