They started by thinking about the best and worst experiences they'd had working for different people, then built in the ways of working and employee benefits they'd appreciated. Being remote-first from the start during lockdowns let them establish the business without the perceived constraints of needing a physical office, and they've always shared openly with the team — "maybe sometimes too transparent."
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They started thinking about culture by reflecting on both the best and worst experiences they'd had in their careers working for different people and businesses. They literally sat down and built in all the different ways of working and employee benefits they'd appreciated elsewhere and would have liked to have had.
They were fortunate to be able to start the business remote first — they were kind of forced to during lockdowns — which helped them establish the business without some of the perceived constraints other businesses have around needing to be in a physical office. Andy also emphasises transparency: they've always shared really openly with the team what the business is going through, the challenges and the wins, "maybe sometimes too transparent." That helps a small team in a competitive category empathise and get on board.