Author: Ivan Kovpak, CEO & Co-founder
Most companies write culture decks that nobody follows. The values sound inspiring in Notion but disappear when actual decisions happen.
We're different. Our 9 principles aren't aspirational—they're operational. They show up in every product feature, every GTM decision, every hire, every meeting.
You can trace any decision we make back to at least one of the principles. Usually several.
That's not because we're rigidly adhering to dogma. It's because the principles are how we actually think. When you genuinely believe something, it shapes your choices automatically.
Here's how.
Most B2B tools try to do everything. They have 47 features, 19 nested menus, configuration screens for every edge case.
We have 5 tabs: Dashboard, ICPs & Personas, Signals, Records, Audiences.
That's People > Process in action.
We could build infinite configuration options. "Let users customize everything!" sounds customer-centric. But it's not.
Because complexity kills adoption. If a Product Champion can't get value in 15 minutes, they won't bring it to their VP. If a VP can't understand it in a 5-minute walkthrough, they won't buy.
The principle says: invest in humans who make smart decisions, not systems that prevent dumb ones.
So we made the product simple to use by doing the hard work in the background. Multi-dimensional ICP scoring across dozens of attributes? Hard to build, easy to use—just define criteria, system handles the math. Aggregating 20+ signal sources? Hard to build, easy to use—turn on sources you want, we aggregate automatically.
Simple interface. Sophisticated engine. That's the trade-off.
People > Process also explains why we built webhooks before native integrations.
Native integrations are convenient. Click a button, data flows to Salesforce. Easy.
But they're also limiting. We can only integrate with tools we've specifically built for. And we'd be making product decisions for our users: "You should use Salesforce this way."