Zero friction
Fewer steps between someone wanting a thing and getting it. Removing an unnecessary click or a form field that does not need to exist, applied to what we build and to how we work with a client.
COMPANY · ENGINEERING PRINCIPLES
Six principles, applied to the work and to how we run
A principle is worth publishing only if it changes a real decision. These six apply to every system we build, and to how the company itself operates, not just to client-facing copy.
Minimum human input
Removing repetitive manual work, not removing judgment from decisions that need it. A system should not ask a person to describe work it already has the data to do itself.
Zero trust
Nobody, including us, gets standing access by default. Access is granted for what a task requires and expires when the task ends, rather than being remembered manually and cleaned up eventually.
Ownership
Code, servers, domains and data sit in the client's name from day one. A client who cannot leave is a client who never has to be won twice, and that is not the relationship we want.
Digital hygiene
Dependencies audited, nothing left in a codebase because it was convenient once, and no third-party script on the render path that was not deliberately chosen and justified.
No spam or marketing email
We never send marketing emails, no sequences, no drip campaigns, no third parties. One click unsubscribes, from any email, permanently.
ANALYTICS
Numbers only, no names
Digital hygiene applied to data we collect ourselves.
Analytics data is anonymised and de-identified. We track what happened, not who did it.