Why The 10th Floor exists

Ambition meets reality somewhere. We work there.

Companies rarely stall because they lack ideas. They stall where the idea meets the system, the market, and the habits already in place. The 10th Floor exists to find that point and stay through the work of changing it.

The 10th Floor DNA

Principles with consequences.

Distance from the noise matters only when it produces a better decision on the ground.

01Reality over perception: We look for the gap between the story and the operating facts. That is usually where the useful problem begins.
02Depth over speed: A fast answer is expensive when it solves the wrong thing. We investigate the forces behind the symptom before prescribing.
03Standards over satisfaction: Approval closes a milestone, not the question of quality. We keep looking for the next improvement once the work is in use.
04Execution over intention: An idea earns value only when it works inside the constraints of the business and survives contact with customers.
05Partnership over transactions: We share the hard decisions, make ownership visible, and stay accountable after the presentation is over.
06Build what lasts: The goal is a stronger way of operating, not a dependency on us. The client keeps its accounts, data, and build ownership.

Founders

The judgement behind the work.

Anas Khdeirat

Co-Founder

Business judgment and engineering are one discipline. Architecture turns ambiguity into systems; intelligence turns live data into action; production is where both are proven. Technology earns its place not with complexity, but by closing the distance between how a business operates and what its systems can do.

Zaid Gharaibeh

Co-Founder

Quality begins where comfort ends. Every system is provisional, every solution unfinished, and every assumption expendable. The objective is not to meet market expectations, but to build what the market will eventually measure itself against.

Ahmad AlHammouri

Co-Founder

Focused on team composition and business operations — matching talent to the right problems, closing capability gaps, and supporting delivery across client engagements. Background in software engineering, including process automation and product development.

Yazan Taani

Co-Founder

Design is not decoration — it's the interface between intention and use. Software earns trust the same way good design does: by disappearing into the experience it serves. Every engineering decision is a design decision, and every design decision has to survive contact with real code. The goal isn't software that merely works, but software that feels inevitable.

The founders stay close to scope, standards, and review. Clients do not buy a senior pitch and inherit a different team for delivery.

What accountability looks like here

The problem, scope, ownership, and acceptance criteria are written before paid work begins.
Clients keep their domain, accounts, data, tracking, and leads.
Intellectual property in a commissioned build transfers on final payment.
Owned products, internal systems, and client work are labelled separately.
Confidential work stays confidential, even when it would make a stronger case study.

See the work Bring us the problem