Business Principles

The Simple Smart Company is primarily focused on control, quality, and integrity. It is a simple company that is easy to manage.

Growth is a secondary consideration. We will only expand in line with our capabilities, not market demands.

We will never take external investment, as this diminishes our control and would lead to a reassessment of growth as a secondary objective.

We only deliver products and solutions that we are proud of – both in terms of their positive impact on society and their quality.

We add our logo in discrete locations on our products as a hallmark for our customers, not for advertising.

We communicate our values through our actions, not a policy statement.

We recognize that our ‘brand’ is what customers think about us, not what we say it is.

We want our customers to have a simple and enjoyable experience when interacting with us.

We will never run promotional campaigns including a discounted price (apart from time-limited introductory prices). Customers will always know that the price they see is the best one that will be available.

Prices always include shipping, within the designated market. We only design products that do not need a brick-and-mortar retail presence.

We will always talk person-to-person. A customer will never have to work their way through an Interactive Voice Response system. We cannot justify the cost of a 24/7 phone service, but customers will always be able to request – and receive - a phone call from a human being.

We seek long-term and mutually rewarding relationships with our suppliers and affiliates.