The guiding principles

  • Do one thing good. Creating finished, ready-to-go software, and the philosophy behind it: no more and no less;
  • Omasake. Opinionated solutions, preferences, approaches, patterns, and stack — such that people don’t need to decide what and how to do1;
  • 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”;
  • Not an award winning studio. The only competition is for the quality of the things to build. Everything else is misplaced priorities;
  • Stuff for people — not “users”, “corporations”, “B2C”, “B2B2C”, “XYZ”, etc;
  • 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;
  • Screw-level simplicity. Make stuff that is as essential as a screw, or a paperclip — from and for the first principles;
  • Human-crafted: because it’s a malpractice to mistake experience behind the work being put in for results generated by AI;
  • Human-scale: creating things that remove asymmetries at scale to ensure more natural flow of interactivity2;
  • Sustainability and future-friendliness — craft stuff that requires less power and hardware per unit of work;
  • Help each other gaining independence — is the goal for working together;


  1. Kitchen Language: What Is Omakase?

  2. Human-Scale vs Asymmetric Social Media