Ten things we hold ourselves to.
Written down so they can be pointed at.
- 01
Build products, not demos.
A product has customers, billing, support and a second year. We build every project, ours or a client's, as if it will still be in use five years from now, because the good ones are.
- 02
Write it down before you build it.
A page of prose exposes a bad idea faster than a month of code. Products, features and client engagements all start as a document that says what the thing is, who it is for, and what it will not do.
- 03
Small teams, long horizons.
Two or three people who understand a product completely beat a department that understands it in pieces. We keep teams small so we can keep products for years.
- 04
Boring where it matters.
Postgres, Next.js, Cloudflare, Stripe. We spend our novelty budget on the parts of a product that are actually novel, and use tools we have already run in production for everything else.
- 05
Say no early.
The cheapest time to reject a feature, a deadline or a client is at the beginning. We would rather lose a project in the first week than lose a relationship in the last.
- 06
The evidence is the product.
A signature is worth the audit trail behind it. A listing is worth the verification behind it. A message is worth the consent behind it. What we sell is the part that holds up when someone checks.
- 07
One codebase, many markets.
AiroPhone serves the United States and Canada from one application, and AiroSign signs documents worldwide. We build for the second market from the first day, and we localise the words as carefully as the currency.
- 08
Price by the unit that maps to value.
Per document, per message, per listing. Not per seat, and not per feature gate. If a customer has a slow month, they pay less. That is the point.
- 09
Real numbers or none.
No invented testimonials, no round statistics without a source, no stock people. If we cannot show it, we say so.
- 10
Publish the reasons.
This page exists so that clients and customers can hold us to something. The journal exists for the same reason.
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