<aside> <img src="data:image/svg+xml,%3csvg stroke-width='1.5' viewBox='0 0 24 24' fill='none' xmlns='http://www.w3.org/2000/svg'%3e%3cpath opacity='0.1' d='M20 7c0 2.21-3.582 4-8 4S4 9.21 4 7s3.582-4 8-4 8 1.79 8 4Z' fill='%2337352F'/%3e%3cpath opacity='0.1' d='M19.75 13.477c-.436.615-1.13 1.15-1.981 1.575-1.49.745-3.53 1.198-5.769 1.198-2.24 0-4.28-.453-5.769-1.198-.85-.425-1.545-.96-1.981-1.575V17c0 .959.784 1.894 2.205 2.605C7.86 20.308 9.82 20.75 12 20.75s4.139-.442 5.545-1.145c1.421-.71 2.205-1.646 2.205-2.605v-3.523Z' fill='%2337352F'/%3e%3cpath d='M20 7c0 2.21-3.582 4-8 4S4 9.21 4 7s3.582-4 8-4 8 1.79 8 4Z' stroke='%2337352F'/%3e%3cpath d='M20 12c0 2.21-3.582 4-8 4s-8-1.79-8-4' stroke='%2337352F'/%3e%3cpath d='M4 7v10c0 2.21 3.582 4 8 4s8-1.79 8-4V7' stroke='%2337352F'/%3e%3c/svg%3e" alt="data:image/svg+xml,%3csvg stroke-width='1.5' viewBox='0 0 24 24' fill='none' xmlns='http://www.w3.org/2000/svg'%3e%3cpath opacity='0.1' d='M20 7c0 2.21-3.582 4-8 4S4 9.21 4 7s3.582-4 8-4 8 1.79 8 4Z' fill='%2337352F'/%3e%3cpath opacity='0.1' d='M19.75 13.477c-.436.615-1.13 1.15-1.981 1.575-1.49.745-3.53 1.198-5.769 1.198-2.24 0-4.28-.453-5.769-1.198-.85-.425-1.545-.96-1.981-1.575V17c0 .959.784 1.894 2.205 2.605C7.86 20.308 9.82 20.75 12 20.75s4.139-.442 5.545-1.145c1.421-.71 2.205-1.646 2.205-2.605v-3.523Z' fill='%2337352F'/%3e%3cpath d='M20 7c0 2.21-3.582 4-8 4S4 9.21 4 7s3.582-4 8-4 8 1.79 8 4Z' stroke='%2337352F'/%3e%3cpath d='M20 12c0 2.21-3.582 4-8 4s-8-1.79-8-4' stroke='%2337352F'/%3e%3cpath d='M4 7v10c0 2.21 3.582 4 8 4s8-1.79 8-4V7' stroke='%2337352F'/%3e%3c/svg%3e" width="40px" /> Table Of Contents

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Core values

1. Mission

Internal mission (Mar 30, 2026)

We reverse engineer B2B growth. We build software that applies what we learn.

External positioning (Feb 8, 2026)

Imagine AI accelerates LinkedIn content campaign across your entire team without sacrificing authenticity. We've done this for companies from seed to IPO’d, such as MongoDB and Rippling, by building deep AI personas (100+ pages of context) that write in their voice, think like them, and know how to best position their company.

We care about the quality of connections.

2. We are building for high growth B2B seed-series C founders (WIP)

Primary ICP

We build for high growth B2B startups that are starting or have an existing executive led content motion.

Examples

Campfire AI, Corgi Insurance

Secondary ICP

B2B enterprises pushing team wide initiatives but lack coordinated team leadership led content.

Examples

Rippling spend pod, Rippling startup pod, MongoDB startup team, MongoDB social team

3. People that we love working with

Building a successful company requires years of building, and we only want to work with people that we enjoy hanging around. We love people that are:

Genuine

To us, this means two things.

  1. First, it means someone who is honest and transparent about their intention. Disingenuous people often assume a zero-sum game when they work with others, so they hide their true incentive in order to maximize their personal gain. But we find that unproductive and tiring because we don’t like to be calculative all the time, especially around people that we work with 24/7. Also, startup generally is a positive-sum game, so it’s way more productive to work out a plan that is beneficial to everyone. Just be straightforward with what you want.
  2. Second, it means someone who is low ego. We are nowhere near perfect and there are always people better than ourselves. Hence, we must stay humble and always strive to learn from others. It doesn’t mean undersell yourself in all aspects, but rather know your strength and weaknesses. Be unapologetic and willing to share the knowledge when it comes to your strength, but don’t over-exaggerate it just to look strong. Acknowledge your weaknesses and be open to critiques.

Driven

We love people that are strongly motivated, determined to succeed, and willing to work hard and persist to reach their goals. Once they set their sight, they will do whatever it takes to get there. We want people that can unblock themselves, figure out a way to clear or work around whatever obstacles they have in their ways. The opposite of this is someone who waits for help when they are stuck.

Smart

This also means two things.

  1. First, it means someone who can learn and adapt fast. Startup moves quick, skills and knowledge you have had learned is most definitely insufficient after a few months, by that time we might be facing a whole different set of challenges already. Therefore, we need someone who is agile and can adapt extremely quickly.
  2. Second, it means someone who holds themselves to a high standard that they are proud of. This is one thing that most people don’t emphasize enough. We want someone who is serious about their craft and proud of the work they produce. Time is always an enemy of this, so it means can this person prioritizes well and produce good quality of work instead of doing everything mediocrely.

4. Principles

Here are some principles that we have been unconsciously following since we started the company and have been shown to be paramount:

  1. First principles thinking. Only through first principles thinking, you would be able to derive unique insight and create something new.
  2. Do Something New; Don't Run With the Pack. “I am not such a fast runner. If I am one of N people all working on the same problem, there is very little chance I will win. If I can think of a new problem in a new area, that will give me a chance.” - Jim Simons
  3. Be Guided by Beauty. “Pretty much everything I’ve done has had an aesthetic component, at least to me. Now you might think ‘well, building a company that’s trading bonds, what’s so aesthetic about that?’ But, what’s aesthetic about it is doing it right. Getting the right kind of people, and approaching the problem, and doing it right […] it’s a beautiful thing to do something right.” ****- Jim Simons
  4. Focus on doing one thing extremely well. Peter Thiel enforces this strictly and there is a solid argument for it.
  5. Be extremely scrappy. This could mean in engineering, sales, operations, or any initiatives that you can imagine. We prioritize speed and quick experimentation, therefore we always start with something extremely simple and scrappy to validate our hypotheses first before doubling down.
  6. Be relentlessly resourceful. Collison installation is a prime example of this. We also did something very similar to what Airbnb did in the early days, when we were figuring out how to activate our customers, one of the things we did was to go to our customers’ offices in person and take professional photos for them to post. We are still going to customers’ offices to activate them.
  7. Lead by example. It’s hard to ask others to follow a standard we don’t follow ourselves. So we make expectations concrete: we set boundaries, communicate the goal, and explain how we want to work together to get there. Boundaries are very important, clear boundaries protect focus, prevent resentment, and make it easier for others to succeed. When we set them, we’re not being rigid; we’re being responsible.

Working together

1. Expectations

Keep growing and keep being challenged

Every 6 months, we will try to give everyone a new role. It doesn’t mean going from say a salesperson to an engineer, but rather like owning a bigger scope of work, taking more challenging responsibilities that push you to learn and grow. We will ask you where you want to be in your career in the next 2-3 years, and we will work with you to put together a plan, helping you get the skills and experience you need, and guide you on a course to get there.

Ownership

We like people who have ownership over your domain, if the project is assigned to you, then you should be the owner of such project. Proactive ownership is extremely important, what it means is you should be actively working on projects you picked up and depends on the order of importance, making sure it goes through. If no one puts their hand up because it’s tricky/not obvious/everyone is super busy, the relevant people that touch the thing should decide between them.

If you have a feeling that you want to leave

This usually means that there is something wrong with the team or the business that is not meeting your expectations. If such thing happens, please tell us as soon as possible so we can fix it. Please do not just hold it in and bury the feeling, it’s unhealthy to yourself and everyone else.

Side gigs

Most ambitious people have their own side gigs like being a UGC creator or having a side business that they are already doing. However, we have worked with people that have their own side gig and that turned out to be a huge distraction to their work. We are still early that we cannot take such risk, so please communicate upfront if you are having any side gigs and we can create a plan together.

2. Work schedule

Recommended hours

The recommended hours are Monday through Friday 10AM to 6PM. Saturday and Sunday morning are off but we still respond to customer support and emergency requests.

These are called recommended hours because we don’t enforce them strictly to a tee, except you must show up for our all hands meeting on Sunday and generally be present throughout the weekdays. Otherwise, you can choose to come into the office and leave at a time you feel reasonable.

General rule of thumb - you manage your own time

We put a lot of faith in you managing your own time responsibly to push things forward, and this trust will need to be earned.

However, more often than not, we work more than the recommended hours, sometimes for 12 hours a day, to deliver our weekly outcomes. Because we are still an early stage company, we tend to over-allocate tasks to ourselves so we can keep the ball rolling fast.

There are also customer meetings and sales calls early in the morning, and the responsible person would arrive much earlier than their first meeting. Occasionally, there are startup social events at night that you can choose to go or not go, but those are not considered work hours.

3. How we work

2 day software release cycle

We aim to push out a software update every 2 days. This forces us to break problems down to smaller pieces, build incrementally, and maintain the momentum. Customers also love it when there are constant fast-paced updates, even when each update is small.

Quarterly north star and weekly sprint

We generally have a north star that we revise quarterly. After that is set, we break it down to a month by month plan and work on a weekly sprint schedule. Every week, we define certain key outcomes and we pursue them relentlessly. Some examples are sales target, feature releases, and operation deliverables.

Communications

All hands meeting. We hold all hands meeting every Friday evening to review past week’s deliverable and calibrate the upcoming week’s key outcomes. Otherwise, we just have ad hoc discussions throughout the day in the office.

Slack communication. We keep important discussions such as customers feedback, engineering requests on slack. Otherwise, we use iMessage for more personal matters.

Centralized workspace

All our documents and operations live on notion. We have a sprint board to coordinate tasks and we expect everyone to utilize that to stay synchronized. If you have a personal operating system (e.g. if you are already extremely comfortable with just pen and paper writing a to-do list every day) that you are glued to already, we’re not going to force you to change that, but please let us know so we can create a system that is productive to everyone.

4. Spending money

Mercury credit card

Everyone will be issued a Mercury credit card, and you must use that to pay for most work-related expenses. We want you to be well taken care of, if you are extremely busy at work and cannot get away, you can order yourself some food, the general rule of thumb is around $20 per meal. Use your best judgement. Please do not use personal card to pay for the expenses since we don’t have enough bandwidth to approve reimbursements case by case. You must keep and upload a receipt if it is more than $75.

Be responsible

Some examples of work-related expenses are productivity tool subscription, business related ground transportation, food during busy hours (when you are working and hungry), and client related expenses. Please be responsible in spending and use your best judgement. A general rule of thumb is ask around if you are paying for stuff that is more than $50.

Reimbursement

If your personal card offer essential covers, such as insurance and protection for certain purchases like airline, hotel, or expensive electronics, you could ask for reimbursement instead.

Sales

1. Guidelines

2. Stages

  1. SDR (Sourcing leads)
  2. Account Executive (Sales calls, follow up, payment)
  3. Account Manager (Support, onboarding, ongoing client support)

Due to the current size of the company, we currently have sales supporting all three stages (full cycle), taking deals from beginning to the end. However we do see an increasing amount of inbounds from our marketing motion and we are confident that sourcing is not a big issue as demands is apparent in what we do.

3. Business people that we love working with

Very proactive and immediate, reliable

We love people that are proactive, it means you will proactively check-on customers, follow up on customers, proactive means → self motivated to be active all the time; this also means when there are no sales calls you will talk to customers or try to source deals.

Immediate is a great way to discern how much you care. We love people that are customer-obsessed and will likely respond faster than letting customer hang until SLA.

Reliable is shown through if you follow through with what you say 100% of the time. When you manage an account, you own that account 100%, meaning that if there is anything that happens to that account (imagine it to be an egg) you will be there to support them (just like you wouldn’t crack an egg).

Obsessed with quality

As part of the company quality, we like people that are proud of their work. This is especially true when it comes to customers. Quality over everything, it is important to be obsessed with how you can best support your accounts by having quality in what you do.