How we work

Six things we actually do

These are not values on a wall. Each one has cost us something to learn, and each one is enforced in small everyday ways you will notice within a fortnight.

1. Tell the customer first

   When something breaks, we write to affected clinics before they notice. It has never once made things worse, and twice it produced a referral. Waiting for a full explanation is not a reason to delay the first message.

2. Write it down or it did not happen

   Decisions live in the decision log, same day. If a decision only exists in a meeting, expect it to be re-litigated in three weeks — and expect nobody to be at fault for that.

3. Bring evidence, not impressions

   “Customers are confused by X” is not actionable. “Four clinics asked about X this week, here are the messages” changes what we build. This applies to everyone, including the CEO.

4. Say the number

   We use specific figures in internal conversation, even uncomfortable ones. Churn is 1.1%, not “a bit high”. Two enterprise deals are stalled, not “progressing”.

5. Automate the acting, never the judgement

   This is the product philosophy and also how we work. We remove the repetitive part of a job, and leave the deciding with the person accountable for it.

6. Nobody carries support and a rebuild in the same week

   We learned this the hard way in May, when reply times tripled. If you are asked to do both, that is a scheduling mistake — say so and it will be fixed, not negotiated.