If it isn’t done right, don’t do it.
If it isn’t true, don’t say it.
Little did we know that our team’s motto would end up being the company’s.
Two rules.
Dead simple.
Half the industry breaks the first one.
The other half, the second.
We built this company so we wouldn’t break either.
Just as asymmetric warfare is nothing like conventional warfare,
what applies in the Middle East is no use to you in South America.
And a given technology isn’t going to perform the same way in two completely different places.
And only someone who has set foot in those places, and seen how it actually works, knows that.
In 2022 we took things as valid that today we wouldn’t teach:
tactics and ways of operating that worked for us back then,
and that the moment they ran into the reality of Ukraine,
stopped being useful. They couldn’t be applied.
So we had to pull them from the program and reinvent ourselves.
Adapt and change what you already know to what is happening now,
and learn completely new things that tear down what you already knew.
With everything that comes with changing a doctrine, a methodology, a training program and a way of thinking.
The two Latin lines at the top aren’t decoration to make it look nice.
They’re the reason we built this company.
Because we got fed up.
Of people who talk about, or sell, what they’ve never done.
Of bosses who haven’t got a clue what needs doing, and still keep telling you you’re wrong.
Of partners who stop answering right when things get ugly.
Of reports signed by someone who only ever watches from the sidelines.
But above all, of people who have never set foot in those places insisting, fiercely, that what a book says worked X years ago still works exactly the same way today.
And we suspect you have too.
That you’ve worked with that kind of person.
Or worse,
that you’ve hired that kind of person.
And chances are a face came to mind while you were reading this.
It’s simple:
people pay for something they can’t do,
don’t know how to do,
or don’t have time to do.
And they want it done right, first time, and without noise.
That’s why people hire John Wick and not Johnny English.
But since being fed up isn’t a business model,
what we did with that anger was start bringing back experience from the different places we work.
And going where it actually gets decided.
Since 2022, that’s Ukraine.
And ever since, the rule is the same for everything:
what we teach, what we advise on and what we validate
has to survive there first.
What doesn’t survive, we drop.
That’s where the only three things we do come from:
And that’s what we’re here for.
Not to tell you stories.
