We do not see products as standalone entities.

A great product is not just something people use. It is something they participate in, shape, and advocate for. That is why we build products with community at their core, not as an afterthought. A truly community centric product is not defined by a single, monolithic audience but by a network of micro-communities, each engaging with the product in a unique way.

Some users are early adopters who test new features and set the culture. Others are creators who expand the product’s reach by integrating it into their work. There are industry professionals who add credibility, casual users who amplify it through word of mouth, and loyal advocates who form the foundation of long term retention.

Rather than forcing a single narrative, we design products that allow these micro-communities to form, evolve, and interact organically. This means creating spaces - both digital and physical - where people can contribute, collaborate, and take ownership of their experience. It means listening before building, iterating with real user feedback, and fostering engagement beyond just transactions.

A product that is built with its community naturally sustains itself. When people feel like they are part of something, they do not just use a product - they champion it. That is why, for us, community is not just an add on.

It is an essential part of how we build.