It might be strange to start our credo with the things we’re not interested in, but we’ve always found it powerful to define the edges. Somehow, those crisp outer boundaries make everything in between come to life that much more.

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So here’s what we’re not interested in: We’re not interested in working with just anyone. We don’t have any interest in working with companies and leaders who have nothing to say. We don’t want our days to be rushed or our content to be average—like most newsletters. We strongly dislike clickbait. We avoid AI slop. We’re not particularly interested in the latest best practices of how to scale rapidly. We don’t want to grow too fast, or become spread thin, or get burnt out. We don’t want a huge team. We don’t like days mired in bureaucracy or filled with back-to-back meetings. We want to avoid the traps—so common amongst small businesses—of taking something artistic and magical and turning it into something efficient and sanitized. None of this is us.

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We want to be like an old-growth forest. Build things that last. Grow slowly upward. Intertwine our roots with like-minded peers. Create beauty. Write stuff that’s profound and timeless. We want to obsess over the craft of producing world-class newsletters that deserve to be opened, read, and shared. We want to work at a human pace. We want to grow our business thoughtfully. We want to bring artistry back into the inbox with beautiful newsletters. We want to feel peace as we go about our day. We want to close our computers at the end of a week feeling nourished and satisfied. Yes, this is a business, but this is also how we spend our “one wild and precious life” (to quote the late poet Mary Oliver). We are your partners for the long term. Let’s build beautiful things.