// Principles

What we won't compromise.

Most companies write values to sound good. Words on a wall nobody remembers.

These aren't aspirational. They're descriptive.

This is how we actually work — every campaign, every conversation, every negotiation. If it resonates, we'll work well together. If it doesn't, we're probably not for you.

$120K Turned down in Q3 from brands that weren't right
93% Client retention — the filter works
48h Max reply time — same for a 12K creator and a Fortune 500 CMO

Five operating commitments that pre-date this website, pre-date our current clients, and pre-date any growth metric. They're not aspirational. If you watch us run a campaign for a week, you'll see all five.

+ 01 Principle

Quiet Power

We don't announce our wins. We don't post every milestone on LinkedIn. We don't need you to know what we've done.

A 50K creator we've negotiated deals for drives more revenue per campaign than creators with 10x their audience. You've never heard about it. Neither has anyone outside that deal.

When we walk into a negotiation, people notice. Not because we demand attention—because we've already done the work that earns it.

When this shows up → We cap active negotiations per senior so we actually run each deal instead of forwarding it. Loud agencies forward 200 at a time and remember none. Read Letter #015 →
+ 02 Principle

Selective Friction

There's a barrier to working with us. Intentional.

We don't take every client. We don't sign every creator. We turn down more opportunities than we accept—not because we're difficult, but because fit matters more than revenue.

We turned down $120K in Q3 from brands that weren't right. 93% retention rate proves the filter works.

Those who stay, stay for years. We'd rather have five partnerships that matter than fifty that don't.

When this shows up → We reject 70% of creators who apply. Friction is protection, not inconvenience. Read Letter #004 →
+ 03 Principle

Equals at the Table

We treat everyone the same. No exceptions.

Doesn't matter if you're a Fortune 500 CMO or a creator with 12,000 subscribers. You get respect. You get honesty. You get the same attention.

Our smallest creator gets the same response time as our largest client. 48 hours max. Always.

The moment you start looking up at someone, you lose the ability to tell them the truth. And truth is what makes this work.

When this shows up → If a brand treats a creator like a vendor, we walk. Respect predicts results. Read Letter #007 →
+ 04 Principle

Knowledge as Edge

Our real advantage isn't execution. It's what we see before others do.

We track patterns across hundreds of campaigns: what's converting, what's fatiguing, which formats are dying, which creators are underpriced. By the time the market catches up, we've already moved.

We flagged a top creator's decline 11 days before his public metrics showed it. Client avoided a $50K mistake.

When we recommend something, we can show you exactly why. That's not intuition. That's years of obsession turned into intelligence.

When this shows up → We know what every brand in your category pays. You don't need to guess anymore. Read Letter #010 →
+ 05 Principle

Care as Advantage

In an industry where most agencies scale by caring less, we scaled by caring more.

More clients usually means less attention. Same fees, thinner service. We went the other direction: fewer clients, deeper work.

A capped number of active creator deals per senior at any time. That's how we actually know your content — and run your negotiation instead of forwarding it. Most agencies? Hundreds of creators routed through one inbox.

Your problem becomes our problem. Not because it sounds good—because that's genuinely how we operate.

When this shows up → We follow up after the campaign ships. Most agencies don't. That's why creators pick up our calls. Read Letter #006 →
// Next step

Start with the Letters. Then book a call.

A growing archive of letters, written from inside live campaigns. Zero fluff. Read three and you'll know how we think before any call does.

Read the Letters → Book a Call

Rules we won't break, written down once so you don't have to ask.