Co-founder
Soban Idress
Co-founded Midwave AI and runs the operating side — delivery, growth, and how the studio works.
Remote · Pakistan
Available for discovery calls
Co-founder
Runs delivery & growth
Weekly
Client reporting rhythm
Remote-first
Async operating model
Profile
About Soban
Soban co-founded Midwave AI and owns the side of the studio that clients feel but rarely see: how engagements are run, how work is prioritised, and how a team spread across time zones still ships on a predictable rhythm. He is the reason a Midwave AI project has a status you can check rather than a status you have to ask for.
He also leads the studio's growth work — positioning, partnerships, and the channels that bring the right projects in. That combination means the commercial promise and the delivery plan are made by the same people, so what gets sold is what gets built.
Focus areas
Predictability is a feature. Clients remember whether you hit the date long after they forget the demo.
Leadership
How I keep delivery predictable
Milestones, not vibes
Work is cut into slices with dates and acceptance criteria. Progress is a thing you can see, not a thing you have to interpret.
Written by default
Decisions, scope changes, and risks live in writing — so a distributed team and a busy client stay on exactly the same page.
One accountable owner
Every engagement has a single name attached to it. Escalation is a message, not a support queue.
Grow what works
We track which engagements go well and why, then take on more of that shape of work and less of everything else.
What I own
Delivery planning, schedules, and resourcing
Client reporting and engagement health
Growth, positioning, and partnerships
Studio process and internal tooling
Capabilities
Where the depth is
The work Soban is trusted with on an engagement, and how confident we are handing each of them over.
Delivery operations
94%Turning a scope into a schedule the team can actually hold.
Growth & positioning
88%Bringing in projects that match what the studio is genuinely good at.
Account leadership
92%One accountable owner per engagement, from kickoff to retro.
Process design
90%Just enough process to stay predictable — never enough to slow shipping.
Way of working
How Soban works
01
Define done
Every milestone gets an acceptance definition in writing before work starts on it.
02
Staff it properly
The right seniority on the right slice, with capacity held back for the unknowns every project has.
03
Report without being asked
A written weekly update with progress, risks, and decisions needed from you — every week, on the same day.
04
Close the loop
A retro after each phase, and the fixes carried into the next one instead of into a document nobody opens.
Toolbox