What We Believe

These aren't marketing positions. They're the operating principles we use to run our own business. If they don't work for us, we have no business selling them to you.

• Taste as Infrastructure — AI without encoded judgment is commodity. Encoded taste builds durable leverage.
• Factory Thinking — Build the factory, not just the product. Features depreciate; factories compound.
• Software Inversion — AI development is software development now. The hard part moved from "can we build" to "do we know what to build."
• Niche-Making Economics — You don't need a billion-dollar market. You need superfans. One thousand true customers is enough.
• Capability Compounding — Quick wins fund bigger wins. Each experiment unlocks the next level.
• The New Consulting Paradigm — Founding engineers, not deck consultants. The deliverable is the working system, not the recommendation.
• Recursive Tooling — We use our tools to build your tools. The demonstration is the proof.
• AI Pipeline Factory — Not chatbots—structured AI ETL pipelines that automate workflows.
• Friction Reduction — The north star—reduce internal friction so teams can serve customers better.
• Artists vs Soldiers — Different teams for exploration vs execution. Don't confuse them.
• The Ratio Shift — Human attention is scarce. Background AI will dominate.
• Capabilities, Not Systems — Systems are expensive and brittle. Capabilities are cheap, composable, and compound.
• Primitives Over Platforms — AI collapsed build cost. Now closer to the metal beats more abstraction — more durable, cheaper, portable, and just as fast.
• Useful, Not Done — You don't need to finish something to get value from it. Ship usefulness continuously.