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Read this list instead of an about page. What we believe comes before what we sell, and once the beliefs are settled the selling mostly follows.

None of these are slogans. Each one came out of a decision we actually made, and some of those decisions cost us something. When we stop keeping one, we rewrite the line or delete it. Leaving the words up while the behaviour changes underneath is the worse option.

The numbers are an order, not a ranking. Start anywhere.