Approach

An algorithm for thought.

What we are for

Everything else follows from these three.

Commitment	What it means
Rigorous products	Tools that solve a real problem for someone who has that problem today. Vertex performance and quality is the only bar. A product that wins the demo and fails in week two has solved nothing.
Hard problems, on purpose	A hard problem is easier than a trivial one, because the field is empty. We look for work where the answer is checkable, the stakes are real, and the job is unglamorous enough that most people route around it.
Human capability, multiplied	Every product gives back time and gives back leverage. The measure is not how much the software does. It is how much more the person using it can do.

How we build

Not knowing how to attack a problem is itself a very common problem. We needed a way to reliably break problems down, so that each piece could form part of a complete solution. Taken in order, these five steps get after it consistently.

#	Step	What it means
01	Question	Instead of asking about the idea or the requirement, ask which problem they most want solved.
02	Delete	Run countless experiments and iterations until you have a clear picture of what the simplest form should look like. Then delete your way there.
03	Simplify	Simplifying a system is the craft of making an underlying complexity visibly simple to the person using it. Shortcuts become complexity. Tierless quality shows up as simplicity.
04	Accelerate	Make the invisible parts move faster, more reliably, and at lower cost. Increase the connectedness of the system through direct integrations and provisioned APIs.
05	Automate	Incrementally replace the human parts of the system, towards one unified software solution end to end. Last, so that knowledge of user behaviour compounds into code.