Signal Over Noise
We do not confuse activity with achievement. We strip away the unnecessary—unneeded meetings, vanity metrics, and busy work—to focus entirely on the high-leverage actions that move the P&L.
Depth Before Speed
"Move fast and break things" is for amateurs. We measure twice and cut once. We prioritize deep, structural thinking over frantic execution. We would rather launch one perfect campaign than ten mediocre ones.
Systems Thinking
Don't solve a problem just for today; solve it for the future. We build frameworks, templates, and automations. If you have to do a task three times, you must build a system to handle the fourth.
Radical Autonomy
We do not micromanage. We hire adults. You own your outcomes. As long as the results meet the Obra Standard, how and when you work is your decision.
Uncomfortable Truths
We value candor over comfort. We tell clients the truth about their unit economics, even when it hurts. We tell each other the truth about performance. Growth requires the friction of honesty.
Respect the Capital
We manage millions of dollars of other people's money. We treat every cent of ad spend with the same gravity as if it were our own. Waste is not just a mistake; it is a violation of trust.
