// Principles

What we won't compromise.

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

These are descriptive, not aspirational.

This is how we 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. Watch us run a campaign for a week and 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. We've already done the work that earns it.

When this shows up → We cap active negotiations per senior so each deal gets run instead of forwarded. 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 turn down more opportunities than we accept. 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. That filter is what makes the 30% worth working with. 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. The campaigns that perform best are the ones where both sides show up as partners. 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. Brands that move on that data six months before it's obvious win the deal.

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. Three years of campaign data, scored and logged.

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 know your content and run your negotiation instead of forwarding it. Most agencies route hundreds of creators through one inbox.

When a campaign goes sideways, we fix it. No escalation chain, no waiting for a weekly sync.

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 from active campaigns. 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.