Hey — It’s Nico.

This is Behind Tactics 🧠, the Failory newsletter where I share the strategies behind the best startups.

In this issue:

• Why many startups are openly sharing how they operate.

• The advantages of making your internal handbook public.

• The potential risks of sharing so much information.

• How to create and share a company handbook with the public.

This issue is sponsored by Intercom for Startups, the AI-first customer service platform.

Let’s get into it.

Intercom for Startups

Join Intercom’s Early Stage Program to receive a 100% discount.

Get a direct line to your customers.

Try the only complete AI-first customer service solution.

The Strategy

Open to the Public

Two weeks ago, the startup Resend launched its Handbook: “35 posts on how we think about engineering, design, support, and marketing.” This week, another startup, Family, published its own handbook, breaking down its values and approach to building its product.

This is part of a bigger trend: many startups are launching their own handbooks, sharing their operations and core values. While some founders fear sharing their startup ideas with friends and family and are worried they might be stolen, others openly write about every little detail of their company.

This is also very different from how more traditional companies operate. For most companies, sharing information with the public about their processes, marketing strategies, or HR guidelines would be unthinkable. For many, this would be seen as an invitation for competitors to gain an unfair advantage.

Yet, an increasing number of startups are making their handbooks publicly available, sharing insights into their operations. So, what drives this shift? And whose idea was this in the first place?

The Pioneers

GitLab's handbook, often considered the one that began this trend, has been publicly available since 2015. It encompasses everything from company values and organizational structure to detailed processes and team structures. 

The handbook is a living document that evolves with the company, offering insights into how GitLab operates, makes decisions, and fosters a collaborative and inclusive culture. It includes sections on communication, engineering, product development, and even financial metrics, making it a comprehensive guide for anyone interested in the inner workings of a modern tech company.

Under Jason Fried's leadership, Basecamp launched its handbook, offering a human-centered perspective on company culture and operations. Available since 2017, the Basecamp handbook highlights the company's distinctive philosophy, prioritizing calmness, efficiency, and respect for employees' personal time. 

It features sections on company rituals, benefits, remote work practices, and details about severance packages. This handbook embodies Basecamp's dedication to being a fully distributed, remote company and its commitment to fostering a balanced work-life approach.

Should I?

Why This Works

• Central Reference Point: Handbooks provide a central reference for the company, allowing founders and team members to direct customers, potential employees, and other interested parties to a comprehensive resource that outlines the startup's values, mission, and operational practices. For instance, Peer Richelsen, Cal.com’s founder, frequently links to their handbook on Twitter, providing clear and accessible information about the company.

• Generates Buzz: Transparent handbooks get people talking about the company. Transparency is appealing and builds trust, which is why the "Building in Public" approach is so effective. Zeno Rocha, Resend’s founder, saw his tweet launching their handbook achieve 136K impressions. This level of engagement showcases the public's interest in and appreciation for openness.

• Streamlines Onboarding: The handbook can significantly improve new employee onboarding and training processes. By documenting the company’s processes, values, and expectations in a clear and accessible format, new hires can quickly get up to speed and align with the company culture.

• Facilitates Continuous Improvement: A well-maintained handbook is a living document that evolves with the company. It encourages continuous improvement by documenting best practices, lessons learned, and new strategies. This ongoing refinement helps maintain alignment and efficiency as the company grows.

How to Apply It

• Start Small: Begin with a simple outline of your company’s values, mission, and basic operational procedures. This initial framework will serve as the foundation for your handbook, which can be expanded over time.

• Engage the Team: Ask team members to document their workflows and best practices. For example, at my full-time job at Daydream, I created a playbook detailing everything I do regarding Programmatic SEO and growth for our clients. This collaborative effort ensures that the handbook reflects the diverse expertise within your company.

• Iterate and Improve: Regularly update and refine your handbook. If you check the Web Archive for the handbooks mentioned earlier, you’ll see how they have evolved over the years. Continuous iteration ensures the handbook remains relevant and useful as the company grows and changes.

• Launch It: Treat your handbook like a product feature. Share it on social media, include it in your company newsletter, and highlight it on your website. A well-promoted launch can generate interest and engagement, helping to establish your company’s commitment to transparency and continuous improvement.

Yes, But

• Time-Consuming: Creating and maintaining a comprehensive handbook is a time-intensive process. It requires input and involvement from the entire team to ensure accuracy and completeness.

• Confidentiality Concerns: Some aspects of the startup might be confidential or sensitive. Deciding what to include in the handbook requires careful consideration to balance transparency with the need to protect sensitive information.

• Competitive Risk: Sharing detailed insights into your operations and strategies could provide competitors with valuable information. This transparency can be a double-edged sword, as it makes it easier for competitors to replicate or counter your approaches.

Keep Learning

Others Playing It

PostHog

Launched in 2020, PostHog's handbook offers a deep dive into the workings of an open-source analytics platform. The handbook covers their mission, company values, product roadmap, and development practices. It provides detailed information on their engineering standards, design principles, and customer support strategies. 

Cal.com

Cal.com, a scheduling infrastructure company, released its handbook in August 2022. The handbook is designed to offer transparency into their business operations, company culture, and product development processes. It includes sections on company values, engineering practices, and customer engagement strategies. 

Refer Failory, Get Rewards

Share Failory

Chances are you have some more friends who would enjoy Failory as much as you do. Share Failory with these friends and cash in on premium resources and swag.

You currently have 0 referrals, only 1 away from receiving my Pitch Deck Airtable.

_{Or copy and paste this link to others: https://newsletter.failory.com/subscribe?ref=PLACEHOLDER}

Help Me Improve Failory

That’s all for this edition.

Cheers,

Nico