These three values describe how we work, with customers and with each other. The next three slides take them one at a time.

They have the story, the collection, the landscape. We're not the hero. Our job is to make them brilliant to their visitors and to be the easiest company they work with all year.

When a museum launches a new audio guide, the museum gets the credit, and that's how it should be. Visitors should come away thinking about the museum, not about the app.

"Easiest company they work with all year" is a high bar. Most of our customers have a small team juggling a lot, and we're one of many suppliers. Every reply, setup call and invoice is a chance to make their day simpler.

Small, capital-efficient and profitable is a choice, not a constraint. It's what lets us charge a heritage trust a small monthly fee and still be here in ten years. We focus on what matters, not what's shiny and new.

That's why a small historical society is a customer we want, not one we put up with. Our prices are set so they can afford us, and a business that runs lean is what keeps those prices possible.

It also shapes what we build. The question is whether something matters to our customers, not whether it's new.

We work hard, have fun, and treat people with respect, including when the news is bad.

Bad news is part of the job. An app update is late, or a price is going up. Say it plainly and early, and say what happens next. Respect means not making them chase us for it.

They're not. Organisations like theirs are exactly who we build for, and our prices are set so they can afford us.

Start by finding out what problem they're trying to solve. We may already have something that does it. If not, post the request in #product-knowledge on Slack and bring in the product team, whether or not it sounds like a good idea. We're always happy to jump on a call with the customer.