About Matt Luthi

Last updated: July 17, 2026

Matt Luthi

Founder and publisher of spinnerwheel.ai

I'm Matt Luthi, a Swiss-Australian founder and product builder based on the Gold Coast. I created spinnerwheel.ai to make everyday choices lighter, clearer, and more fun.

I design the product, shape its editorial direction, and take responsibility for every article published here. Each article is carefully adapted for its language and locale rather than treated as an interchangeable translation.

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Why I built SpinnerWheel

Choice overload can turn small, reversible decisions into mental clutter. A wheel does not replace judgement; it removes unnecessary comparison when several low-risk options are acceptable.

That principle connects the product and the blog. The articles explain the psychology and frameworks behind better choices; the linked wheels turn those ideas into a practical next step.

What I build

I build the product and its supporting decision library as one hub-and-spoke system:

Customisable wheels that turn an acceptable set of options into one clear action
Practical articles about choice overload, decision habits, productivity, and team decisions
Locally adapted content that preserves the language, examples, and tone of each audience

Each article and wheel has a distinct job. The article provides context and judgement; the wheel helps with the low-risk choice that remains.

How I publish

I use research, software, and AI-assisted workflows, but the final editorial responsibility is mine. Before publication I:

Select and check the sources used for material claims
Adapt examples, language, and tone for the intended locale
Review the final article and test every linked SpinnerWheel

Every article is attributed to me because I am responsible for its final wording, publication, maintenance, and corrections.

Ready to move a low-stakes decision from overthinking to action?

Try SpinnerWheel