Values

Six principles. Ordered by priority. When in conflict, the higher one takes precedence.

All team members may propose changes to the values.

1. Evidence First

A person is evaluated by verifiable evidence.

Designers submit portfolios. Managers provide trackable results from past projects. Resource partners provide actual cases from prior collaborations.

Follower count, education, and company background are references, not criteria. A person with strong evidence but no reputation ranks higher than a well-known person with insufficient evidence.

This means potentially missing capable people who are not good at presenting evidence.

2. Transparent by Default

Unless there is a privacy or legal reason, information is public by default.

Brand operations — decision processes, progress, failure records — are open to the team. Core information is open to the public.

Personal privacy is not in scope. Failures and mistakes are documented equally.

3. Shared Risk

All participants bear real risk corresponding to their form of contribution.

The founder bears financial and operational risk. Collaborators bear the risk of time and opportunity cost. The brand does not offer fixed compensation. Returns depend on actual brand performance.

If stable cash flow is needed, traditional employment may be more appropriate.

4. Open Experiment

The collaboration model, profit-sharing mechanism, and ways of working are current hypotheses.

What works stays. What doesn’t gets revised with documented reasoning.

Rules are valid until revised. Revisions are based on actual operating feedback. Joining the team means accepting that rules may be adjusted.

5. Project Driven

The brand advances through concrete output. Meetings, messages, and decisions should point to specific things.

6. Async First

The default communication method is asynchronous and documented.

• Write a proposal before discussing decisions. Allow 24-48 hours for response.
• Meetings are for creative discussion, urgent decisions, and relationship building.
• All meetings have written records.