Principles First

We make products that matter.

We're people helping people make products that matter and enrich lives. Our principles are the guardrails for everything that we do, and we seek client collaborators who share them.
Read Our Principles

Our Principles

Principles are the guardrails for our process.

Principles define the "why" of everything that we do. If a process doesn't serve our principles, reevaluate it, change it, or remove it altogether.

We are people serving people. Relationships are everything.

Start by hiring a team of not just skilled technicians, but deeply good human beings–because you can't pour from an empty cup. Then treat every client, team, and collaborator relationship with humility, respect, and transparency, and look out for their best interests. We make the same recommendations to our clients that we would do ourselves if their business were ours. Simple.

With great power comes great responsibility.

We are a team of highly-experienced professionals, and we act like it. We want our subject matter experts to flex their skill mastery in their own way every day. Align every task to an intended outcome, and favor accountability over process obedience to maximize collective outcomes. After all, we will only succeed or fail together in our goal to make products that matter to our clients, their users, and our team.

What we do can't be done in a silo.

Creating great solutions to complex problems requires excellent collaboration. Each subject matter expert must participate in the approach, make their own commitments, have a plan, communicate transparently and frequently, be humble, be helpful, be kind, and be awesome.

Communication is hard. Let's give each other a little grace.

Healthy communication is critically important to great teamwork, and it requires dedicated effort–especially in an all-remote, asynchronous first team. As the recipient of any communication, assume positive intent on behalf of the sender. As the sender, assume that the worst interpretation of what you say will be received, and endeavor to convey your positive intent at all times.

Pursue the simplest effective solution to achieve an outcome.

This often requires absorbing a large amount of context, distilling a problem down to its first principles and desired outcomes, and synthesizing the simplest effective solution. We can't allow the perfect to be the enemy of the great.

"Perfection is achieved not when there is nothing more to add, but when there is nothing left to take away." -Antoine de Saint-Exupéry, Airman's Odyssey

Show is better than tell.

As the adage goes, "A picture is worth a thousand words." We favor showing off work over just talking about it.

Do what you say you will, and then some.

Aim to set expectations that you believe you can not only meet, but that you can exceed. But at minimum, always meet the expectations that you set.