Philosophy
Grow the pie.
A lot of commercial thinking assumes a fixed pie and argues about slices. We start from the opposite assumption: the pie can grow, and enlarging everyone’s share is often the best way to enlarge your own.
This is not a sentiment we bolt onto the marketing. It decides real things. When an idea came from someone else’s book or paper, we name them — their reach grows, and so does the credibility of what we build on top. When building our own products teaches us something useful — about engineering, or about what helps teams innovate — we share the lesson rather than hoard it. Client work is different: nothing from it is published without the client’s agreement.
The honest version: we benefit from this too. Being known for useful work brings collaborators, opportunities and trust. Both pies grow. We think saying that out loud is more trustworthy than pretending the motive is pure.
Commitments
What we will not trade away
These are constraints, not aspirations. Each one costs us something we can name.
- No advertising in our products.
- Your content is never used for advertising or marketing. A tool that helps you decide cannot also be paid to steer the decision. The moment a recommendation could have been commercially tweaked, you can never fully trust the next one. We would rather have a smaller business than an ambiguous one.
- Your content is not used to train models.
- What you or your clients put into our software is there to serve your work. We do not train models on it, and we only use model providers configured so that it is not used for training either.
- Claims carry their evidence.
- Where we state something as research, we cite it and you can check it. Where it is our own framework or one person's experience, we say so in those words. We would rather be disagreed with than believed for the wrong reason.
- Not therapy.
- These are tools for reflection and judgement. They are not treatment, not diagnosis, and not a clinician. Where a product could plausibly be mistaken for care, we say what it is not — in the product, not only in the terms.