The guiding principles

  1. Do one thing good. Creating finished, ready-to-go software, and the philosophy behind it: no more and no less;
  2. Omakase. Opinionated solutions, preferences, approaches, patterns, and stack — no need to reinvent the wheel every time;
  3. Streetable stuff. There’s no universal “real-life”, hence there can’t be any “real-life products”. So create stuff that is resilient enough to stay useful “in the streets”;
  4. Not an award winning studio. The only competition is for the quality of the software. Everything else is misplaced priorities;
  5. Stuff for people — not “users”, “corporations”, “B2C”, “B2B2C”, “XYZ”, etc;
  6. Things that should be. Build software, and not gadgets for James Bond. That is, software that consists of the elements that should be, — not the elements that can be;
  7. Screw-level simplicity. Make stuff that is as essential as a screw, or a paperclip — from and for the first principles. So that there is nothing left to break;
  8. Human-crafted: because it’s a malpractice to mistake experience behind the work being put in for results generated by AI;
  9. Human-scale: creating things that remove asymmetries at scale to ensure more natural flow of interactivity;
  10. Sustainability and future-friendliness — craft stuff that requires less power and hardware per unit of work;
  11. Help each other gaining independence — is the goal for working together;