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How a 30-person software and marketing team manages to ship like a team of five.
Culture isn't posters on a wall. It's the unwritten rules everyone actually follows when no one's watching. Here's ours — and how they show up in the day-to-day work.
Loom > Zoom for status. Calendar invites need an agenda. Calls are for decisions, not updates.
Every squad shows work weekly. No slides — real software, real campaigns, real metrics.
When something breaks, we fix the system that allowed it — not the person who tripped on it.
New person on the team reads the project doc before asking. We invest heavily in writing things down once.
New hires get production access on day three. We hire people we trust, then act like we trust them.
Decisions are written. RFCs, ADRs, design rationales. Future you will be grateful.
30+
Team members
8 yr
Average experience
92%
Retention (2 yr)
0
Recruiters used
Hiring is the highest-leverage thing we do, and we treat it that way. Every loop is run by the team you would join — not HR, not a recruiter, not the founders by default. The bar is "would this person make the team smarter on day one?" If the answer is anything but a clear yes, we pass. Bad hires destroy culture faster than any good hire can rebuild it.
New hires get a 30-60-90 plan from day one. Week one is reading: the manifesto, last quarter's memos, the project doc of every active engagement. Week two is shadowing a squad. Week three is shipping something real, paired with a senior teammate. By day 90 they should have led at least one client conversation and one internal RFC. We expect courage early and reward it visibly.
We give feedback in the moment, in writing, with specifics. No surprises in quarterly reviews.
We promote when the responsibility has already been demonstrated for a quarter — not when an annual cycle says we can.
Any teammate can put a 30-min slot on any other teammate's calendar without an agenda. It happens more than you would think.
The founders sit on the floor. Every conversation is overhearable unless deliberately private. Transparency is the default.
“The culture is whatever the worst behavior you tolerate becomes. We tolerate very little — and almost nothing related to how we treat each other.”
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