Our principles are and will always be our steady compass. We use these principles every day, they set the expectations whether we're discussing ideas, solving a customer’s problem, hiring new talents, giving and receiving feedback from each other. It’s just one of the things that makes us so special.


Customer Obsession

We believe that everything starts with the customer and then we invent and work backwards. We pay attention to the market and competitors but we go where customers lead us.

Deliver Results

We deliver high-quality results and in a timely fashion. We encourage everyone around us to be persistent and knock down walls–literally if we have to.

Deep Dive

We operate at all levels, no task is beneath us. We stay connected to the details, audit frequently, and are skeptical when metrics and facts differ.


We communicate, a lot. We keep each other updated frequently, and make sure that no task or meeting is being left out. We also communicate directly, irrespective of hierarchy.


We are owners. We act on behalf of the entire company, we never say “that’s not my job”. We don’t let go until it’s done.

Strong Judgment

We expect strong judgment and good instincts. We seek diverse perspectives and work to disconfirm our beliefs.

Disagree & Commit

We are obligated to respectfully challenge decisions when we disagree, even when doing so is uncomfortable or exhausting. Once a decision is determined, we commit wholly.

Innovation & Simplicity

We expect and require innovation and invention from our teams and always find ways to simplify. We are externally aware, look for new ideas from everywhere. 
We aim towards simple, fast and elegant solutions.


Frugality drives innovation, just like other constraints do. We accomplish more with less. One of the only ways to get out of a tight box is to invent your way out.

Passion & Contribution

It is hard to follow after your passion, instead, we follow after our contribution, we find the things we are really good at and we do it extremely well.