Trust isn't a claim. It's a habit.

Six principles

1. 01

   Every number has a source.

   Any page that uses a benchmark or a statistic lists its source, with a link, at the bottom of the page. If we can't verify a number, we don't publish it; we write a qualitative sentence instead.

2. 02

   Examples are kept apart from data.

   Values used to explain a method are marked as “example”. Readers should always be able to tell real data from an illustration.

3. 03

   Rules of thumb aren't presented as research.

   Common thresholds such as “LTV:CAC of at least 3” are industry rules of thumb. We call them that, not laws.

4. 04

   Dates are visible.

   Articles and guides show their publication date and, if changed, the date of the last update. Leaving dated information undated is the quietest way to mislead a reader.

5. 05

   Calculators don't send your numbers anywhere.

   The calculation runs in your browser and no separate request is made to send your numbers. However, the values you enter are written into the link in the address bar; whoever you share it with sees the same result. Be careful who you share the link with.

6. 06

   Errors are corrected, visibly.

   If you spot a mistake, write in. If you're right, it gets fixed and the page's update date changes. We prefer correcting to quietly deleting.