How we think about building a business.

The same principles guide a manufacturer, a software team and a design business.

Practical problem-solvingWe begin with what the customer is trying to get done and work back to the simplest thing that does it.

Specialist expertiseA business should know its field deeply. We prefer focused capability to being average at everything.

Reliable executionGood results should be repeatable. We look for simpler, more reliable ways of working and improve them each time.

Technology adoptionWe use technology where it removes effort or error, and leave it out where it only adds complexity.

Quality and accountabilityWe check our own work and take responsibility for it after delivery.

Long-term relationshipsCustomers, suppliers and partners are people we expect to work with again.

One note

Principles, not a rulebook.

These are the ways of working we aim for. Each business applies them in its own field and is responsible for its own standards.