FreeGuiding Principles

Updated: Sep 9, 2021

User obsession

We start with the user and work backwards. We make every moment magical.


We are owners, custodians of adventure. Entrusted with secrets and treasures

Keep exploring

We are explorers of the discovered and hidden world. We never finish learning and always seek to improve ourselves.

Always SUPER

Good enough is not good enough — we owe it to our Guides and Explorers. Bugs get squashed quickly and without hesitation. We are SUPER.

Bigger is better

Thinking small is a self-fulfilling prophecy. We create and communicate boldly, inspiring results.

Shoot often

Speed matters in business. Many decisions and actions are reversible and do not need extensive study. We value calculated risk-taking.


We are FreeGuides. Constraints breed resourcefulness, self-sufficiency, and invention.

Data drives results

Everything is an assumption until proven otherwise. Data isn’t made, it's discovered and sort-after.

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