“Style” shouldn’t linger in your awareness.
You don’t need to think about style.
It’s as likely to appear in the character of your thinking,
The shape of your ideas, your sense of humor or irony,
As it is in any “stylistic” markers in the prose itself.
But this will only be true if your prose is clear enough to reveal the character of your thinking, the shape of your ideas, and your sense of humor or irony.
Where ambiguity rules, there is no “style” or anything else worth having.
Pursue clarity instead.
In the pursuit of clarity, style reveals itself.
Your clarity will differ from anyone else’s without your intending to make it differ.
Years later, looking back over your collected works,
You can contemplate your style at leisure.
But for now you have more important things to think about.
01. An obligation to independence
We have no investors, no board of directors, no eyes on an exit. We feel a moral obligation to exercise our independence. To do things no one would give us permission to do. To try things other companies would be afraid to try. To skip safe, and go for original.
02. Work isn’t war
Corporate language is filled with metaphors of war. Companies “conquer” the market, they “capture” mindshare, they “target” customers, they employ a sales “force”, they hire “head-hunters”, they “destroy” the competition, they pick their “battles”, and make a “killing”. That’s an awful paradigm and we want nothing to do with it. Work isn’t war. We come in peace.
03. Small teams
You can do big things with small teams, but it’s hard to do small things with big teams. And small is often plenty. That’s the power of small — you do what needs to be done rather than overdoing it.
04. Profit motive
The tech industry is especially good at losing money. Growth is electric, but profits are elusive. We take an old school, economics 101 approach: Make more than you spend. That’s why we’ve been profitable every year we’ve been in business. It’s the responsible way to be reliable and take care of customers over the long haul.