Purpose, mission, values

After discussing this at the last small business meeting, we've thought about and written down our purpose, mission, and values. I'll put a copy here, and add them to their proper home which is our policies page. If it's much later than July 2026 when you read this, you should check there for the latest version. This post won't change.

With thanks to Don and Jeff for the interesting discussion. Don kindly shared a section of his company manual with us, which really helped.

Purpose

Why do we exist?

In the 1980s, it was possible to live your life without using a computer. You might have made furniture by hand and driven it to a store that sold it for you. You paid the road toll with coins and received a paper receipt, your invoice was hand-typed and recorded in a ledger, and your tax return was filled in with a pen. This generated a small handful of physical documentation which was easily managed using a concertina folder: a basic skill you had been taught at school.

The volume of information was manageable. You could find anything, quickly and easily.

Today, that same carpenter – whose job has not changed – needs online accounts for her eToll account and the invoicing software that interfaces with the furniture store and her accountant. Both of these send important documents to her Gmail, which is full of transactional email from the 142 other organisations that she routinely deals with, and the social media accounts that she needs to maintain. Parking her 1982 Land Cruiser outside the furniture store now requires an app.

To help her manage this, her computer provides tools no more sophisticated than Create New Folder. It allows her to save anything anywhere she wants. It positively encourages the duplication of information. At no point was she given any training in these systems, which change constantly and without warning. The people who understand them charge hundreds of dollars an hour.

The volume of information is unmanageable. Nobody can find anything any more. This is stressful and inefficient. Computers were meant to make our lives easier. In this regard, they have done the opposite.

Mission

What are we going to do about it?

We help people manage their information. This information is mostly, but not exclusively, on a computer.

We do this using the Johnny.Decimal system. It's a simple way to organise any information. It provides:

  1. A simple structure that uses numbers instead of the alphabet.
  2. An index of your content that you manage.
  3. Training, software, and support.

We will be the training you never got: we'll show you how to store things so that you can find them again.

We can't make it so that our carpenter doesn't have to use a computer. And that's not our goal: computers are more efficient. Filing your taxes online is better than doing them with a pen.1

Our mission is to make it so that when she sits down in front of her computer, it is with a sense of calm, not dread. We want her to be able to find her stuff with more confidence, and less stress.

Values

How will we behave while we do it?

Johnny.Decimal is two humans: Johnny and his partner Lucy. We have no desire to grow. Becoming a big corporation wouldn't make us happy. We quit our jobs to do this because we love it; if we stop loving it, then what was the point?

This makes us a deeply 'Personal Business'.2 You're dealing with us, and we with you.

We love the satisfaction that comes from helping an individual to be more organised. We love our community. We love the sense of worth that comes from creating something good using our own brains.

We don't seek to be incredibly good 'at business'. We don't follow the same old (dark) patterns, the same old (sleazy) techniques. Surely this means we earn less than we could, that we remain smaller than we might otherwise have grown. We're okay with that.

Because we, personally, seek something simple: we'd like to be able to buy a house and have chickens in the back yard. We think we can achieve that by making good things that people like, and selling them for an honest price. Let us know how we're doing.

Your values

How would we like you to behave towards us?

Company values statements typically don't turn it around to face the customer. But this is our company so we'll do whatever we like. ;-)

I spoke above about how we're proud to be a 'Personal Business'. But please remember that we are still a business. This is how we earn our living.

There is a curious behaviour that I have observed over the years.

  1. Everyone seeks to escape 'the rat race'. This is idolised as the highest form of being: to quit one's job, to 'go indie'.
  2. So one quits one's job and 'goes indie', forfeiting the steady wage.
  3. Now 'a creator', one needs to sell something in order to pay the rent and eat. (Capitalism! Who knew?)
  4. People react to this 'sell-out'. How dare you sell the product of your mind? Information should be free!

My ask of you is this: notice this reaction in your own mind. Be charitable in your assumptions.3 If in doubt, ask the individual before posting about it on social media. We all need to earn money. You might do it by going to work. We do it by selling stuff online.

Footnotes

  1. We're yet to be sold on the utility of an app over coins when paying for parking. ↩

  2. Are.na / Personal Business by Charles Broskoski. It's a great article, please read it. ↩

  3. Hanlon's razor providing a useful heuristic: "Never attribute to malice that which is adequately explained by stupidity." ↩