Manifesto

This is the source of truth for how we write and talk about ourselves.

1. What Happens When We Work Together

People who were drowning now have time for the work that actually matters to them.

Your team stops spending their days on busywork. They start doing the thing you actually hired them for.

The ideas that were stuck in people's heads for years actually get tried.

2. How We Work

In a few weeks, the way your team works is different. We move fast because we listen first — days to understand, weeks to change how things work.

We don't hand over a tool and leave. We change how work gets done, and the tools make it stick.

The tools are just the artifact. The real change is your team thinking differently about what's possible.

3. Who We Work With

Teams with expertise worth encoding. Creative agencies. Product teams. Innovation incubators. Anyone whose competitive advantage lives in the judgment of their people.

The leader who's been saying "we should try this" for months. We help them actually try it.

Their situation: They've built something real — expertise, reputation, ways of working that matter. But something has changed. Maybe AI made everything feel urgent. Maybe customers are asking for things they can't deliver at scale. They know the next chapter requires something different.

What they're looking for: A partner, not a vendor. Someone who understands how expertise actually works. Someone who builds, not just advises.

4. What Success Looks Like

Change is one project. Transformation is when they start looking at everything that way.

The tool working isn't the finish line. We're done when they're already thinking about what's next.

The arc: They start with something that feels stuck. We work together to get a first win. That win opens their eyes to what else is possible. They start applying that thinking everywhere. They end up with new capabilities and a different way of working.

What they keep: Capability that stays. A way of thinking. Independence. The growth and success belong to them.

5. What We Respect

There's a lot your team knows that never made it into a document. How they handle tricky clients. Why certain creative approaches work and others don't. The shortcuts they've figured out over years. That's what we're trying to work with.

Your creative director knows things about your biggest client that AI will never learn. We help them spend less time on admin and more time using that knowledge.

Our conviction: Your people are creative and capable. Their potential is underleveraged. We're here to help them do more with what they already know.

6. What We Bring

People tell us "I know this is embarrassing but this is how we do it." There's no shame in that. Every agency has stuff like this. That's where the ideas are.

We bring our process and our tools. But honestly, the main thing we bring is excitement to work on problems that have been stuck for a while.

Who we are: Two people, senior-only, business owners ourselves. We've been through big agency life, big client life. We come in as peers, not vendors. We're present, active, helping—but the journey is theirs.

7. Who We're Not

  • A body shop
  • A Big Four consultancy
  • Staff augmentation
  • Just an AI workflow automation partner
  • Here to find small efficiencies by moving you from spreadsheets to N8N
  • Here to remove jobs and save a few hours of your company's time
  • 50 people in an IT department slowly changing a business

8. Voice Principles

Tone: Earnest with edge. Genuine belief, not performance.

Style: Conversational and direct. We speak to people, not at them. First person (we) and third person (they). Natural human speech.

Conviction: We don't hedge. We acknowledge complexity and difficulty, then assert that the only way through is through.

Rhythm: Short sentences land when they chain, turn, or close. Use them for emphasis—parallel structures that build, dramatic pivots, confident declarations. But when ideas belong together, let them breathe in longer sentences. Staccato is a tool, not a default.

What we avoid:

  • AI-sounding phrasing
  • "Not X but Y" double-negative constructions
  • Over-explaining
  • Hedging language
  • Bland business speak
  • Fantasy metaphors (Obi-Wan, Gandalf, "leave the village")

9. Language Guide

USE

  • Innovation (as a verb — something you do)
  • Build and test
  • Partnership
  • Transform / transformation
  • Peers, not vendors
  • What they already know
  • How work gets done
  • What's possible
  • Operational leverage

AVOID

  • Unlock human potential (HR speak)
  • Deep domain knowledge (jargon)
  • Optimize workforce
  • Efficiencies / efficiency gains
  • Staff augmentation
  • Resources (when meaning people)
  • Leverage (as verb)
  • Synergy
  • Best practices
  • Scalable solutions
  • Kind of / sort of / we help with (hedging)
  • Anything that sounds like it was written by AI