How we work.
The principles behind how we make decisions, and the shape of how a thing gets built.
We don’t have a long handbook. We have a few principles we actually use, and a process that stays out of the way.
When a decision is hard, we come back to these.
Principles
Concrete over abstract
“Drag blocks, reorder questions, preview live” beats “powerful, intuitive authoring.” Say the real thing.
Small, made carefully
One thousand no’s for every yes. We’d rather ship less and mean it.
Few meetings, long horizons
Async by default, remote-first, patient. Depth needs uninterrupted time.
The reader is “you”
The company is mostly invisible. The work is about the person using it.
How a thing gets built
Start on paper
A rough idea, argued in plain words before a line of code. If we can’t say it simply, it isn’t ready.
Make it real, ugly is fine
A working slice in days, not a deck. We’d rather feel it than describe it.
Release small
The smallest useful version goes out. Real use teaches faster than planning.
Then do it again
We watch, we read the messages, we cut what didn’t earn its place — and loop back to sketch.