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Crank Software started when Brian, Thomas, and Jason saw the friction and inefficiencies between GUI designers and embedded systems engineers when trying to get a touchscreen product to market. As manufacturers rushed to embrace the internet of things, displaying the deluge of on-screen content meant that designers and engineers struggled to create GUIs that performed as good as they looked, while meeting reasonable project schedules. After a complex and time-consuming experience, customers were left with a graphical display that was not optimized for the embedded device and sluggish. The customer experience was also far from what was originally conceived. Brian, Thomas, and Jason knew there had to be a better way, and the idea for Crank was born.