A Manifesto: in short
This is a living declaration of how and why We Sort operates. It is a pragmatic guide to sustainable progress, grounded in the belief that every small business can—and should—be calm, profitable, satisfying, and sustainable.
Last updated: Jan 2026
NB: There is also a longer version.
Core Principles
Process Precedes Profit: Profit is the net result of well-functioning systems. When we refine daily admin processes, we create structure and predictability. This buys us the freedom to focus on the creative work we actually enjoy.
The Cycle of Improvement: Our best work follows a simple rhythm: Ideas > Plans > Activities > Learn.
Momentum Over Perfection: We move forward through a steady cadence of small, incremental steps. We solve real problems based on data, not presumed problems based on predictions.
Collaboration Over Management: The people doing the work should be involved in planning the work. We function best as partners, not as top-down managers.
Work Smart, Not Just Hard: Hard work is a multiplier of luck, but it is unsustainable in isolation. We aim for efficiency and insight, measuring success against our own clear aspirations, not our peers'.
Honest Prediction: Getting better at business is the same as getting better at predicting. We remain honest about our assumptions and react reasonably when things inevitably change.
My Personal Guardrails
To be a good partner to you, I must hold myself accountable to my own ideals:
Regular Hours: A standard ~40 hour working week.
Rest: At least 5 weeks of holiday per year, taken frequently.
Financial Health: Earning comfortably to build savings and resilience.
Variety: Maintaining a balanced portfolio of 6–10 diverse clients to stay sharp and engaged.
Track time: Keep comprehensive timesheets, updated daily, rounded to 15 minutes.
Key Thoughts
"Profit is the natural result of well-functioning systems. Make the processes better, and the profits will follow."
"We prioritise a steady cadence of incremental steps over overwhelming, abstract strategies."
"Collaboration is far superior to management. The people doing the doing should be the people planning the doing."
"Success is best measured against our own clearly defined aspirations. Defining what is 'good enough' is how we find satisfaction."
NB: This is a distilled version of A Manifesto (for myself)