Terms
Last updated November 10, 2026. The Critical Shift is operated by Ty Wolfe-Jones. Contact: ty@wolfejones.co.
The service
The Critical Shift sends short text messages with observations, challenges and advice about operating a startup. Paid options let you ask questions and get an answer by text. Messages are written by experienced operators and with the help of AI, and are reviewed by a person where noted.
SMS program terms
Program: The Critical Shift. Recurring automated messages, about 3 per week, plus replies to messages you send us.
Opting in: you join by entering your mobile number on our site and replying YES to our confirmation text, or by texting JOIN to our number. Consent is not a condition of any purchase.
Opting out: reply STOP at any time. You'll get one confirmation and nothing after it. Reply START to rejoin.
Help: reply HELP, or email ty@wolfejones.co.
Cost: the texts are free from us. Message and data rates from your carrier may apply. Carriers are not liable for delayed or undelivered messages.
Not professional advice
What we send is general operating experience and opinion. It is not legal, tax, financial, HR-compliance or medical advice, and it isn't a substitute for a professional who knows your situation. You're responsible for the decisions you make.
Paid options
Questions are sold one at a time or in a pack of three, charged once at the price shown at checkout. Nothing renews, so there is nothing to cancel. Questions in a pack don't expire. Payments are processed by Stripe. If an answer missed the point, email ty@wolfejones.co and we'll make it right or refund it.
Your messages
Don't send us anything you aren't allowed to share: other people's personal data, trade secrets you're bound to protect, or material non-public information. We may use what we learn in aggregate to improve the service, and will never publish anything that identifies you or your company.
The rest
The service is provided as is. To the extent the law allows, our liability is limited to what you paid us in the prior 12 months. We may change or end the service, and will tell you by text if we do.