We recommend what we’d tell a friend to buy. Nothing else.

What decides whether something makes the list

1. 01

   Problem before product

   We never start with “what should we promote?” We start with “what problem deserves to be solved?”

2. 02

   Usefulness over popularity

   A product doesn't deserve attention because it's viral, expensive, or well-marketed. It deserves attention because it makes someone's life better.

3. 03

   Trust over revenue

   A recommendation that creates trust is worth more than a commission. Revenue is a consequence of value, never the reason behind a recommendation.

4. 04

   Quality over quantity

   A small collection of exceptional products beats an endless catalog. Every product has to earn its place.

5. 05

   The friend test

   Would we personally recommend this to someone we care about? If the answer is no, it doesn't make the list — no matter how well it sells.

6. 06

   Context matters

   There's rarely a universally perfect product. A great recommendation explains who it's for — and when it's not the right choice.

7. 07

   Avoid marketplace thinking

   This isn't a place to browse endless products. It's a place to solve problems.

8. 08

   Transparency builds trust

   Recommendations explain the reasoning behind them, including limitations, trade-offs, and alternatives.

9. 09

   Long-term value over short-term excitement

   We prefer products that keep providing value over time, not products built to create a moment of hype.