When I started UnikBrushes back in 2015, I honestly had no idea where things would go.
I was 13 years old, experimenting with websites, learning design and development, and trying to figure out how the internet worked.
Back then, I was mostly interested in building things.
Websites, logos, small projects, and pretty much anything that involved creativity and technology.
Over the years, that curiosity turned into a career, then an agency, and eventually a team working with businesses across different industries.
But somewhere along the way, my interests started changing.
I was no longer interested in just building websites or digital products.
I became increasingly interested in something else.
How do people actually discover the things we build?
And I think that question has influenced almost everything I’ve worked on over the last several years.
Today, it’s also a big part of why I’m building Decodability.
Decodability is a documentation-led growth company I’m building to help marketing and e-commerce software businesses turn their existing product documentation into a discovery channel through Google, AI search, and better content experiences.
But the thinking behind it goes back much further than the company itself.
From Building Websites to Understanding How Businesses Grow
For most of my early career, my world revolved around design and development.
I started with HTML and CSS, moved into WordPress, and eventually worked across Shopify, JavaScript, applications, plugins, and other digital products.
I genuinely enjoyed the technical side of things.
There’s something satisfying about having an idea, writing the code, and seeing it work.
But after working with businesses for a few years, I started noticing that building something was only one part of the process.
You could have a beautiful website, a useful product, or an interesting business idea.
But if the right people couldn’t find it, much of that effort wouldn’t translate into growth.
That realization pushed me deeper into SEO, digital marketing, content strategy, user experience, and conversion optimization.
I started asking different questions.
Why does one website attract thousands of visitors while another struggles to get noticed?
Why do some products make it incredibly easy to understand what they offer, while others leave people confused?
And how do businesses make sure the right information reaches the right people at the right time?
Those questions gradually changed how I approached projects at UnikBrushes.
I stopped looking at design, development, SEO, and marketing as separate services.
To me, they were all connected.
And honestly, I think that’s where a lot of my current thinking comes from.
The Problem That Caught My Attention
Over the years, I’ve spent a lot of time exploring websites, software products, SaaS platforms, integrations, and digital marketing tools.
And one area I’ve become particularly interested in is product documentation.
Almost every software company has some form of documentation.
Help centers, setup guides, integration tutorials, knowledge bases, troubleshooting articles, and developer documentation.
These resources contain a tremendous amount of information about what a product actually does.
But there’s something interesting about how we usually think about them.
Documentation is often treated primarily as a support resource.
Someone signs up for a product, gets stuck somewhere, searches for an answer, and eventually lands on a help article.
And that’s obviously an important purpose.
But I started thinking about the people who haven’t signed up yet.
What about someone searching for a particular integration?
Or trying to understand whether a tool can solve a specific problem?
Or comparing different software products before making a decision?
A lot of the answers they’re looking for might already exist inside a company’s documentation.
But those answers aren’t always organized, written, or connected in a way that makes them easy to discover.
That gap is what interests me.
Because documentation doesn’t necessarily have to serve only people who already use a product.
It can also help the right people discover that product in the first place.
And that became the central idea behind Decodability.
Why Software Documentation Matters More to Me Now
The way people discover and evaluate software is changing.
Traditional Google search is still important.
But people are also using tools like ChatGPT, Gemini, Claude, and other AI-powered systems to research products, understand features, compare solutions, and find answers.
I find that shift particularly interesting.
Because these systems need accessible, understandable information to explain what software does and when it might be useful.
And software documentation can be a valuable source of that information.
Think about a Shopify app that integrates with different tools.
A potential customer might search for how to connect those tools, whether certain features are supported, or how a particular workflow can be automated.
The software company’s documentation might already contain those answers.
But simply having the information published doesn’t mean people will discover it.
The structure matters.
The language matters.
The technical accessibility matters.
And so does how clearly the content explains the product, its capabilities, and its use cases.
Of course, improving documentation doesn’t guarantee Google rankings or AI citations.
But I believe there’s a real opportunity for software businesses to make better use of knowledge they’ve already created.
That’s the opportunity I want to explore through Decodability.
Why I Chose Marketing and E-commerce Software Companies
One thing I wanted to avoid was starting another business that tried to serve everyone.
I’ve spent more than a decade working across websites, marketing, SEO, and e-commerce.
Through UnikBrushes and other projects, I’ve worked with platforms like WordPress and Shopify, explored different software tools, and dealt with the technical and marketing challenges that come with them.
So marketing and e-commerce software felt like a natural area to focus on.
These companies often have products with lots of features, integrations, workflows, and technical capabilities.
And explaining all of that clearly isn’t always simple.
Their documentation can contain answers to questions that potential customers are already asking.
For example:
- Does this app work with my existing tools?
- Can this software automate a particular workflow?
- How does this integration actually work?
- Is this feature available for my business?
- How difficult is it to get started?
These aren’t necessarily just support questions.
Sometimes they’re buying questions.
And I think that’s an important distinction.
If documentation can help someone understand whether a product is right for them before they sign up, it becomes much more than a support resource.
It becomes part of the customer discovery process.
That’s where I believe documentation-led growth can make a meaningful difference.
What I’m Actually Building With Decodability
I didn’t want Decodability to become just another content writing or SEO service.
There are already plenty of businesses offering those services.
What interested me was combining the different areas I’ve worked in throughout my career.
- Development.
- SEO.
- Content.
- User experience.
- Digital marketing.
- Software products.
- And business growth.
Instead of treating those as separate activities, I wanted to bring them together around one specific problem.
How can existing software documentation become more useful for discovery, not just support?
That’s what Decodability is being built to solve.
Our core offering is a 60-day documentation transformation for marketing and e-commerce software companies.
The idea is to take existing documentation, understand how it’s structured, identify gaps and opportunities, rebuild the content where necessary, and improve how it can be discovered and understood by people and search systems.
It’s not simply about adding keywords to help articles.
It’s about understanding the software, what people need to know about it, and how that information should be organized.
And the reason I’m particularly interested in this approach is that it connects technical thinking with growth strategy.
Something I’ve spent years learning through UnikBrushes.
Starting Something New After More Than a Decade
There’s also a personal reason why this phase feels interesting to me.
I’ve spent most of my professional life building UnikBrushes.
I started it alone, learned almost everything through experimentation, worked with different clients, made plenty of mistakes, and eventually built a team around it.
Today, UnikBrushes is still an important part of my life.
But my role there is different from what it used to be.
Our team handles much of the daily execution, and I spend more of my time on strategic direction, leadership, and improving the systems we’ve built.
That has given me the opportunity to focus on something new.
And with Decodability, I’m experiencing the early stages of building a business all over again.
- Researching.
- Testing ideas.
- Refining the positioning.
- Understanding potential customers.
- Figuring out what works and what doesn’t.
There are a lot of unknowns.
And honestly, I enjoy that part.
It’s very different from managing an established business where processes, responsibilities, and workflows are already in place.
Starting something new forces you to question your assumptions.
It reminds you that having experience doesn’t mean you already know all the answers.
And sometimes, that’s exactly the kind of challenge you need.
What I Hope to Achieve With Decodability
Right now, my goal isn’t to make Decodability the biggest company in its category.
I’m much more interested in building something that solves a specific problem really well.
I want to work closely with software companies, understand where their documentation falls short, improve it, and learn from the results.
I want to understand which changes genuinely make documentation more useful for search visibility, prospective buyers, and product discovery.
And I want to build a repeatable process around what actually works.
There’s still plenty to learn.
Search engines will continue evolving.
AI-powered discovery will continue changing.
And the way people evaluate and choose software will probably look different a few years from now.
I don’t think anyone has all the answers to where this is going.
But I do think it’s an interesting problem to work on.
And it’s one that brings together so many things I’ve enjoyed learning throughout my career.
Different Business, Same Curiosity
Sometimes I think about how I got started.
A random internet advertisement when I was 11 or 12 led me to explore how people made money online.
That eventually introduced me to web design and development.
Then came UnikBrushes.
Then SEO, digital marketing, e-commerce, software products, team leadership, and everything else I’ve explored over the years.
And now, Decodability.
When I look at it that way, the direction doesn’t feel completely random.
The technology has changed.
The problems have changed.
The responsibilities have definitely changed.
But the curiosity behind all of it is still pretty much the same.
I still enjoy understanding how things work.
I still enjoy finding problems worth solving.
And I still enjoy the process of building something from an idea.
The only difference is that today, I have more experience, a broader perspective, and a better understanding of how much I still have to learn.
I don’t know exactly where Decodability will be five years from now.
But I’m looking forward to finding out.
And hopefully, a few years down the road, I’ll look back at this phase the same way I look back at the early days of UnikBrushes.
As another chapter that started with curiosity and turned into something meaningful.
– Rocky
A Few Questions About Decodability
What is Decodability?
Decodability is a documentation-led growth company founded by Amar Karthik. It helps marketing and e-commerce software companies improve their existing documentation so it can support product discovery through Google, AI search, and clearer content experiences.
Why did Amar Karthik start Decodability?
After more than a decade working across web development, SEO, digital marketing, and software projects, Amar became interested in how product documentation could support customer discovery instead of serving only as a resource for existing users. Decodability brings those areas of experience together around that problem.
What is documentation-led growth?
Documentation-led growth is an approach that uses helpful, accessible, and well-structured product documentation to support organic discovery, educate prospective customers, and help people evaluate software products.
How is Decodability different from UnikBrushes?
UnikBrushes is a digital agency offering websites, development, SEO, marketing, branding, and related services. Decodability is a specialized business focused on transforming software documentation into a potential channel for organic discovery and customer acquisition.
