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 before 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.

Make use of time, rather than letting time make use of you: ‘Putting the hours in’ can and does bring benefits, but is unsustainable in isolation. We aim for efficiency and insight, measuring success against our own clear, and clearly-defined, aspirations.

Flexible projections: Getting better at business is the same as getting better at projections. We remain honest about our assumptions and react reasonably when things inevitably change.

Personal guardrails

To be a good partner to you, I must hold myself accountable to my own ideals:

• Regular hours: Work standard ~40 hour week.

• Rest: Take at least five weeks of holiday per year.

• Financial health: Earn comfortably to build savings and resilience.

• Variety: Maintain a balanced portfolio of six to ten diverse clients to stay sharp and engaged.

• Time tracking: Keep comprehensive timesheets, updated daily, rounded to 15 minutes.

NB: This is a distilled version of A Manifesto (for myself)