Principles

Original work. Clear provenance.

Every asset we ship has a source we can stand behind. We create original work and use user-supplied, public-domain, or licensed material with documented rights. Platform APIs are used within their terms.

Start with the outcome.

Every product begins with a change we want to help someone make. We define that outcome first, then build the features that deliver it.

Quality earns the launch.

We study the strongest alternatives and define the quality expected of the core experience. We ship when we meet that standard. Otherwise, we refine the scope or choose a better opportunity.

Earn trust in every interaction.

We make honest claims, present straightforward choices, and let the product demonstrate its value.

• Testimonials, user counts, and social proof must be genuine.
• Pricing must be clear, with no decoy tiers.
• Setup gestures and goals must serve the user, rather than prime a paywall.
• We ask for each permission once and avoid pre-paywall cancellation-reassurance tactics.
• Trials last at least seven days when offered, and longer when the product's value cycle warrants it.

Privacy belongs in the product.

We design for user ownership. Data stays on-device where practical, accounts are introduced only when they add real value, and analytics are limited to what helps improve the product.

We make data export and deletion straightforward. Our products are built without ads or unnecessary tracking.

Pricing follows value.

Subscriptions fit products delivering continuing value. One-time purchases fit discrete outcomes.

Free, paid-upfront, and hybrid access can all be fair models. We choose the structure that fits the product and make the terms clear.

Evidence before momentum.

We pursue real problems, demonstrated demand, overlooked workflows, and deliberate investments in craft or infrastructure.

Trends, competitor weaknesses, and successful playbooks can inspire hypotheses. Independent evidence helps us decide which ideas deserve to become products.