Core Values

Less, but Better

Focus on getting the right stuff done, not the most stuff. "Think 80/20."

We believe doing better often means doing less. Less-but-better meetings; we don't have a lot of meetings, and the meetings we do have are focused and effective. We focus on landing the best possible clients/partners, not the most clients; we'd rather build deep, lasting relationships with a few companies than have small projects with dozens. A great team is much more valuable than a big team; we're not against growth, but we fight the agency model of just "adding bodies" (that are often expendable).

Entrepreneurial Mindset

We take ownership and pride in our work and move at startup speed. "Done well today is better than perfect tomorrow."

We take ownership in our work. We are scrappy; we accomplish a ton with limited resources. We are proactive; we naturally find opportunities for improvement because we care and err on the side of taking action and asking for forgiveness (vs. permission). Build for change; we move fast, experiment, and listen to users.

Invest in People

We put a high value on building relationships with coworkers, clients, friends, and family. "People first."

We believe in investing in personal relationships (employees and clients) and getting to know the whole person. This is why we have Alliance meetings, 1:1 meetings, and talk on the phone with our clients outside of meetings to see how they are feeling. Because we hire people we trust, we invest in benefits that reflect the "free and flexible" culture we desire.


We are relentless, passionate, dedicated doers. "Passion and persistence."

We believe that one of the most predictable measures of personal and professional success is not how much natural talent we have - it's what we do with our gifts. There is a unique blend of passion and persistence towards a singular goal that is the X factor in high achievers. The top achievers know where they are going, are passionate about it, and have a routine and a plan (that they stick to) for getting there. You will have days where you just can't figure out a particular bug and it beats you up for the day. That sucks. Take a break, come back the next day, and try again.

"Nothing in the world can take the place of persistence. Talent will not; nothing is more common than unsuccessful men with talent. Genius will not; unrewarded genius is almost a proverb. Education will not; the world is full of educated derelicts. Persistence and determination alone are omnipotent. The slogan "Press On" has solved and will always solve the problems of the human race." - Calvin Coolidge

Ego-Free Communication

We believe in clear, transparent communication, asking for help, and a willingness to over-share for the greater good. "Just say it."

We aren't too prideful to admit our limitations or mistakes. We celebrate direct communication while still having empathy for those we are talking to. In person > on the phone > email and chat. Bad news doesn't get better with age; as soon as you share, it becomes "our problem" instead of just your problem. Asking for help is a sign of strength (not weakness). Be direct and "just say it," but as with all things, don't be a jerk.

Do the Right Thing

We believe in being good people and value integrity and honesty. "Make your mom proud."

We internally know the difference between "right" and "wrong". Do the "right" thing, even when it's the hard thing and even when no one is looking. We will choose the "high road" when emotions get high or someone's frustrated. We are willing to suffer short-term pain (as a business and as people) in the interest of the greater (long-term) good of the company, culture, and people.

Land the Plane

We finish tasks, tie up loose ends, and complete what we commit to. "Let your yes be yes."

It doesn't matter how great of a pilot you are at takeoff and in the air. If you don't land the plane well, you'll leave a bad impression on people. We finish projects strong. When we launch products, all hands are on deck to make it as smooth as possible. We don't leave meetings without next steps and we follow-up on those next steps (as quickly as possible). We don't let problems/issues fester; we attack them aggressively to remove them. We take pride in committing our code or finishing that PR before ending the day/week.

Next: Our History