Read the house as

The steam that blows the whistle never turns the wheel.

A saying from the wall.

Painted on Earl Erdner’s canhouse walls near Woodstown, New Jersey

Transistor, Servo, Battery

Head, Hand and Heart

Show the creed as written in

  • Transistor

    Decides how much gets through. Moderation.

  • Servo

    Returns to center, however hard it is pushed. Equanimity.

  • Battery

    Stores the energy everything else runs on. Love.

The HurffHaus creed, after the Roycrofters’ Head, Hand and Heart.

  • Head

    “The brains that think.”

  • Hand

    “The hands that work.”

  • Heart

    “The hearts that love.”

Roycroft carved-oak legend, 1909. The lines are from the Salesman’s Creed in The Book of Business, 1913.

Allen Turner Hurff II

Digital craftsman. Still building what survives reality.

HurffHaus

Est. 2020

I’m Allen Turner Hurff II, a digital craftsman.

I helped scale MySpace to 7.2 million concurrent users, chaired the OpenSocial Foundation and am a co-inventor on a US patent. Today I design multi-agent AI systems at Basis Worldwide, and I still print by hand.

HurffHaus is where I keep the work, the tools and the sayings I live by. One day it will be a campus: a Roycroft for robot inventors. The Roycrofters worked by Head, Hand and Heart. This house runs on Transistor, Servo and Battery. Same creed, new parts.

Read the working biography

Sorts Mill Goudy. Headline 68 on 69, lead 28 on 40. About 60 characters to the line.

The Wall

Sayings I live by. Every one wears its source, and where Hubbard borrowed a line, the credit goes to whoever said it first.

Head, Hand and Heart.

The Roycrofters, carved-oak legend in The Motto Book, 1909

The steam that blows the whistle never turns the wheel.

Painted on Earl Erdner’s canhouse walls near Woodstown, New Jersey

Success is voltage under control.

Elbert Hubbard, The Book of Business, 1913

Rx Moderation, Equanimity, Work, Love, Health. Mix.

Allen Turner Hurff II, print, 2014, after The Book of Business and Roycroft motto No. 238-A

Suppose you BE, not merely Seem.

The Roycrofters, motto No. 253-A in The Motto Book, 1909

Rise to the occasion. But know when to sit down.

Painted on Earl Erdner’s canhouse walls near Woodstown, New Jersey

The love you liberate in your work is the love you keep.

The Roycrofters, carved-oak legend in The Motto Book, 1909, and on the doors of the Roycroft Inn

</> is not △

Allen Turner Hurff II, after John Searle’s Chinese Room: syntax is not semantics

I am the tireless servant of man.

Elbert Hubbard, in the voice of a machine, “The Motor Truck,” The Note Book, compiled 1927

In quarreling the truth is always lost.

Painted on Earl Erdner’s canhouse walls near Woodstown, New Jersey

Four materials, one per source: oak with copper bands for Roycroft, whitewash for Erdner, book paper for Hubbard, plum for mine.

The Shop

What I make by hand, and what I have built at scale.

Three prints of the HurffHaus mark, stamped by hand in black ink on white paper.
My mark, cut into a rubber block and printed by hand.
A lettered print: Rx, then Moderation, Equanimity, Work, Love and Health, each beside a small drawn icon, then mix.
Rx: Moderation, Equanimity, Work, Love, Health. Mix.Print, 2014. Signed AHII.
A screen print in black and orange: Rx, Equanimity, Moderation, three small hearts, mix.
After Roycroft motto No. 238-AScreen print, pulled on a press I built.
A two-color screen print on white paper: the words Suppose You BE, Not Meerly Seem, in pink and gray, around the silhouette of a windswept tree leaning over a fence.
Suppose You BEScreen print, 2013. After Roycroft motto No. 253-A.
A wooden Speedball screen holding the stencil for the Suppose You BE print, beside two jars of ink.
The screenSpeedball screen with the stencil, June 5, 2013.
A notebook page in black ink: a small golden rectangle marked 1.68, the letters A, T, H and II with arrows into a drawing of the mark, and a smaller mark below.
The mark, sketchedNotebook, May 27, 2013. A, T, H and II.
A pink rubber block carved with the HurffHaus mark, pinned to a wooden board.
The mark, carvedRelief stamp, cut by hand.
Hand-drawn in marker: a code tag, the words IS NOT, and a triangle.
</> is not △Marker on paper. Syntax is not semantics.
The words I, me, my and mine written in pencil on lined paper, each struck through with a red line.
I, me, my, minePencil, struck through in red.
A pencil drawing of a three-lobed rose window inside a circle, with faint construction lines.
Rose windowPencil and compass.
A pencil construction titled Squaring the Circle, relating the Earth, the Moon and the Great Pyramid at Giza.
Squaring the CirclePencil, July 12, 2019. The Earth, the Moon and the Great Pyramid.
A notebook page dated 2013-SEPT-09 with a drawn molecule and the typewriter wordmark molecule25.
Molecule25Notebook, September 9, 2013. A company concept.
A tray of drone electronics in plastic bags: radio modules and antennas, a GPS unit, cables and battery connectors.
Drone partsFrom 3D Robotics, laid out June 7, 2013.

Cards slotted like the Eameses’ House of Cards, 1952. The photographs are Allen’s own.

Built at scale

The record, kept like a ledger. The full story is in the working biography.

YearsWhereWhat
2023 to nowBasis WorldwideSenior Solutions Architect. I design and build multi-agent AI systems whose specialists plan, write and review code.
2020 to nowHurffHausFounder. This house, and the campus to come.
2018 to 2020AT&T and DIRECTV, Imbellus, Johnson ControlsDevOps and DevSecOps, as solutions architect, lead and senior engineer.
2016 to 2017DatapipeSenior development manager. Co-inventor on US Patent 10,691,514 B2.
2010 to 2016Pose, Science Inc., Zuma VenturesCo-founder and CTO of Pose and of Zuma Ventures. Entrepreneur in residence at Science.
2005 to 2009MySpaceExecutive Vice President of Engineering. Helped architect and scale the platform to 7.2 million concurrent users, and built an organization of more than 280 people. Chairman of the OpenSocial Foundation. On stage in the 2008 Google I/O keynote.
1998 to 2003AltaVista, ExperianManager at AltaVista. Senior engineer at Experian Consumer Direct.
The 1990sTidal Wave CommunicationsMy first company.
1984An IBM PCjrChristmas. Where it starts.

Set like a ledger: years, place, work. Every row is on the record.

The Hearth

Where I come from, and where the sayings come from.

The Jersey Tomato People

My great-grandfather, Edgar F. Hurff, was born in 1878 on a farm near Swedesboro, New Jersey. In 1901 his landlord talked him into planting watermelons late, in June, so he would have melons to sell when other growers had none. He grew a bumper crop, but an early cold spell killed the market and left him with a field of ripe melons. The president of the Landreth Seed Company saw the field and offered to buy the seeds if Edgar would save them. The next year he started harvesting seed, and his work with Landreth lasted until he sold his seed business in 1945.

In 1913 he bought a property at Water and Third Streets in Swedesboro and started canning. That first year, with about 40 workers, he put up 25,000 five-gallon cans of tomato pulp. The company grew to employ more than 1,500 people in summer. Its ads and store signs called it Hurff, The Jersey Tomato People.

Hurff’s advertisements explained how the tomatoes were kept consistent. Each summer, inspectors from the New Jersey State Department of Agriculture examined and approved the seed tomatoes. The seeds were cleaned, certified and sealed in bags under their supervision. Hurff sold that seed to its growers and bought back the tomatoes they grew. The ads called them “pedigreed” tomatoes.

In 1941 Edgar sold the canning business to his son Allen, my grandfather, and to J. Oscar Hunt. Hunt sold it to California Packing, the Del Monte company, in 1948. Edgar died in 1973.

Edgar’s wife was Elizabeth Turner Hurff. My grandfather was Allen Turner Hurff. I carry his name, and the two posts in my mark can be read as the II.

Sources: Bill Cozens, “From Humble Farmer to Multi-Millionaire,” New Town Press, first printed in 2007 and reprinted in 2023; Edgar F. Hurff’s seed price lists, 1910 to 1942, in the USDA National Agricultural Library; and the advertisements below.

Two Hurff store signs, for Vegetable Soup and Tomato Soup, behind two small catsup bottles labeled Hurff Brand and Jersey Brand, beside a framed shipping tag printed From Allen T. Hurff, Swedesboro, N. J.
Two store signs, two catsup bottles and a shipping tag printed with my grandfather’s name: Allen T. Hurff, Swedesboro, N. J.

“Hurff sells these seeds to the growers and buys back the tomatoes they produce.”

Edgar F. Hurff Company, advertisement for Hurff Country Pork and Beans
A Hurff advertisement headed Gather ’round the table folks: a smiling man beside a yellow crock of pork and beans, above a red banner reading Hurff, The Jersey Tomato People.
“Gather ’round the table folks”Hurff advertisement for Country Pork and Beans
A worn paper label on a glass bottle: Hurff Brand Tomato Catsup, contents 8 oz., packed by Edgar F. Hurff, Swedesboro, N.J.
Hurff Brand Tomato Catsup8 oz., packed by Edgar F. Hurff, Swedesboro
A torn label in blue, cream and red on a glass bottle: Jersey Brand Tomato Catsup, packed in U.S.A. by Edgar F. Hurff Company, Swedesboro, N.J., contents 14 oz.
Jersey Brand Tomato Catsup14 oz., packed by the Edgar F. Hurff Company
A Hurff advertisement headed You’ll say we know our vegetables, especially our tomatoes: a smiling man above a bowl of vegetable soup, beside the words by Hurff, The Jersey Tomato People.
“You’ll say we know our vegetables”Hurff advertisement for Ready-to-Serve Vegetable Soup

Erdner’s walls

Between my grandparents’ houses in Swedesboro and Woodstown stood Earl Erdner’s canhouses, warehouses for the same South Jersey canning trade. Erdner had their white walls lettered with sayings in black Old English, about 170 of them by one newspaper’s count around 1960. Anyone who did business with him could hand him a saying for the wall, and an art teacher from Bridgeton repainted them every summer.

I passed those walls driving between my grandparents’ homes. Someday I want to paint sayings on the sides of buildings. For now there is the wall at the top of this page.

My great-grandfather on my mother’s side, Sedgwick Rusling Leap, owned a copy of Elbert Hubbard’s The Book of Business, printed by the Roycrofters in 1913. One passage in it became my Rx motto.

A printed passage: The one theme of Ecclesiastes is moderation. Buddha wrote it down that the greatest word in any language is equanimity. William Morris said that the finest blessing of life was systematic, useful work. Saint Paul declared that the greatest thing in life was love. Moderation, equanimity, work and love, you need no other physician.
The passage, from The Book of Business, 1913.

A pantry shelf in oak. The bottles, signs and tag are from Allen’s photographs; the two advertisements are scans of the printed pages.

The Campus

What this house is becoming.

Roycroft was a working town in East Aurora, New York: a print shop, a bindery, furniture, copper and leather shops, a farm, a bank and an inn, with more than 500 people at its peak. It lasted because it was a business.

HurffHaus will be a campus like that for liberal artists, technologists, thinkers, doers and robots. For-profit on purpose. This website is its first building.

More about the House and its creed

How we build, in order

  1. Question every requirement. Make it less dumb.
  2. Delete any part or process you can.
  3. Simplify and optimize.
  4. Accelerate cycle time.
  5. Automate, last.

After Elon Musk’s five-step algorithm, as told in Walter Isaacson’s Elon Musk, 2023.

“Design depends largely on constraints.”

Charles Eames, Design Q&A, 1972

“We want to make the best for the most for the least.”

Charles Eames, as quoted by the Eames Office

Colophon

How this house is made.

This house speaks in three voices. The book is Sorts Mill Goudy, Barry Schwartz’s revival of Frederic Goudy’s 1915 Goudy Old Style. The wall is Grenze Gotisch, a hybrid of roman and blackletter, after the black Old English letters on Erdner’s walls. The machine is IBM Plex Mono. My first computer was an IBM PCjr.

The colors come from my palette study for the mark: plum, mauve, stone, apricot, coral and orange. The facade borrows the Eames House’s steel frame and colored panels and is proportioned by the golden section. It is drawn from the mark itself: swing the leg of the A on a compass and it sets the width of the house. Turn on Construction to see it.

Machines are welcome guests. Every page publishes structured data for them, and every saying carries its citation. Switch the reader to Machine to see a page the way an agent does.

Done into a website by Allen Turner Hurff II at his shop in Baltimore, Maryland, in the year 2026.

A drafting table: a compass set in a blue case, a compass, the carved stamp, a golden-section drawing of the mark and three inked versions of it.
Where the mark was worked out: compass, rule, a golden section and a carved block.

After the Roycroft colophon: “Done into a Book by The Roycrofters at their Shop, which is in East Aurora, Erie County, New York.”

</> is not △

This is the same page, read the way a machine reads it. The syntax is all here. The meaning is yours.

JSON-LD embedded in https://hurff.haus/

Also here for machines: /index.md, the page as Markdown, and /llms.txt, a guide for language models.

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    {
      "@type": "VisualArtwork",
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    },
    {
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    {
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      "@type": "VisualArtwork",
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    {
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    {
      "@type": "VisualArtwork",
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  ]
}