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Our Principles

Our principles guide how we build our company and how we help our clients build theirs.

Every company has principles by which they operate, though many do so only implicitly. We’ve intentionally made our operating principles explicit. They guide our short- and long-term decisions including who we work with and how we work.

Here are our guiding principles.

Elevate the content marketing universe.

Much like CXL elevated the experimentation universe and SaaStr did the SaaS space, we aim to elevate the content marketing universe. This means avoiding mediocrity, chasing excellence, never settling for “just okay” or “we do it this way because others do it this way.” We’re strivers, personally, in our media (podcast, webinars, blog posts) and for our clients. We go beyond the basics to prove that content marketing can drive massive business impact and level everyone up in the process.

Cultivate Superstars

We strive to make superstars out of everyone we work with, from our contractors to our employees to our clients. Everyone has strengths, and through our work, we do our best to identify those and put people in the best possible position to grow. Our big goal is that everyone in our sphere becomes a superstar in their own right.

Action over perfection.

We’re perfectionists and, if left to our own devices, we would spend far too long staring at a blank page or tweaking the final 5% of a project. When it comes to building the business, we opt to ship, ship, ship, and not overthink it. Most things often don’t need to be a masterpiece. Most things need to get done—and we can always go back and improve it later. We win by acting often and quickly. Analysis paralysis and perfection are the killers of progress and action. Instead, we do.

Of course, when it comes to client work, we’re going to make it the best we possibly can. But we apply this principle during the development process. Instead of going away and taking something from zero-to-done in isolation, we intentionally want to get regular feedback from clients as we work so we can adjust as needed.

Every piece of content we produce should be the best thing in the world created on that topic.

This may sound like a direct contradiction to the first one, though it’s not. Action is a necessary prerequisite to creation, and the quality and care we put into each piece is something that follows action.

A guiding heuristic: What topic are we writing about? Whatever it is, ask yourself, “If someone read this, would they need to read anything else on this topic?” If the answer is yes, we’ve got more work to do.

We’ll win on over-the-top quality and by genuinely giving a shit about the work we put out into the world.

The marketing world is filled with noise and mediocre content. We don’t need to add to that.

Be intellectually honest and genuine, always.

Although the market is saturated, we’re not another agency or content team. We bring genuine, unedited knowledge and strategy to every project we work on and clients we work with. Our character, creativity, motivation, and unique opinions are a substantial part of our unique value proposition to our clients. We refuse to present regurgitated work.

Additionally, when we don’t know the answer, we say, “I don’t know, but I’ll find out.” We let go of our egos and instead lead with curiosity and a desire to learn. We want to get the right answer, not to appear as if we’re right.

At the end of the day, we have presented the most authentic version of ourselves with no veil or forced posturing. This includes being transparent to ourselves, each other, and our clients.

Good heuristic: If you have to ask, “Should I tell that person this?” Most of the time, the right answer is probably yes.

Systems and processes should help us move faster.

Repeatable systems and processes allow the team to work efficiently and effectively. This is necessary for scale and quality assurance. If something works, it works.

However, systems and processes should not make it more difficult to do great work. The phrase “That’s just the way we do things” should never be uttered.

There’s always room at the margins for creative breakthroughs. In fact, creative breakthroughs almost always occur at the margins.

From our founders to contractors and to our clients, anyone should be able to question the way things are done and make suggestions for better ways to do things. Autonomy and critical thinking are allies.

Always be learning.

We’re learning and educating ourselves as much (if not more) as we write, strategize, and educate others. This allows us to maintain our unique value proposition (#1) and produce well-written and researched work that’s unique and compelling.

An important corollary: always be teaching. Teaching is the best way to learn. Additionally, we rely on knowledge sharing, archiving results, and documentation to build upon existing processes and knowledge. We teach not only each other but also our clients and the public through blogging, speaking, social media, and more.

Play long-term games with long-term people.

We play the long game and choose partners, contractors, employees, and clients accordingly. We’re not interested in short-term wins at the expense of long-term objectives (in game theory, we’re playing ‘iterated games’).

We invest in long-term, compounding assets, including relationships and partnerships, as well as our strategies and company objectives.

(Aptly, our podcast is called The Long Game.)

Build leverage.

Do things to get off the ground then figure out how to make it scale. What are the repetitive tasks that you don’t need to do anymore? Do you expect what you’re doing to have to be done again repeatedly? Automate it or create playbooks and outsource it.

Figure out how you can minimize your input and maximize your output. You can do this by leveraging media, automations, labor (hiring, virtual assistants), or capital to free up more of your time. Then spend that time on the tasks that only you can do and that you’re the best at.

This should be fun.

Whether you’re writing an article or creating a new course or product, none of this should suck. Sure, some task items might be arduous, but we shouldn’t hate what we do.

Conversations should be fun (if they aren’t, we should question why). Content creation should be fun. Building strategy should be fun.

Our motivation is our greatest fuel and asset, and anything that diminishes that is a direct cost to the business.

If these principles resonate with you, let’s work together. Schedule a free consultation, check out our content strategy course, or apply for an open role.

Let’s work together

We’ve help B2B software companies turn content into a growth channel. Let’s find out how we can do the same for you.