What does a culture of freedom really look like?
At Routine Rebel, we believe freedom shouldn’t just be a concept—it should be a lived reality, not only for founders but for everyone we impact. In that spirit, we’re excited to share our core values and the beliefs that support them, so you can use them as a foundation to shape and grow your own culture.
Below are our three core values and 12 strategies.
Routine Rebel: Core Values & Strategies
Core Values
1. Rethink the Rules
We don’t settle for “that’s just how it’s done.” If it doesn’t make sense, we reimagine it—no apologies needed. We strip problems down to first principles, question assumptions, and simplify ruthlessly. With the clutter cleared, we’re free to build what matters, without compromise.
2. Make It an Adventure
We infuse fun into everything we do because life’s too short for boredom. When we’re excited, we show up consistently and perform at our best. It’s about cultivating a spirit of exploration that keeps our community learning, growing, and fully alive.
3. Aim for Excellence
We commit wholeheartedly and produce high-caliber work—no half measures. We do the thing that matters most, delegate or automate the rest, and hold ourselves (and each other) to A-player standards. By focusing on what truly counts, we elevate our impact and set a quality bar that others strive to match.
Strategies
1. Put the Cart Before the Horse
Act as if you already have what you want, and reality will follow. By stepping into that mindset, you change your behavior—and the world responds in kind. There’s a joyful, almost effortless flow in seeing your will manifest before your eyes.
2. Don't Perfect the Prototype
Every flaw we find early saves us time, money, and reputation later. The purpose of a prototype is TO BREAK — safely, quickly, and cheaply — so we can learn while the stakes are low. The goal isn’t to tinker endlessly or cut corners, but to learn what we can and move forward with clarity and conviction.
3. Choose Gratitude Over Gripe
There’s always more to be grateful for than there is to complain about. Gratitude shifts your perspective. It grounds you in what’s working, what’s possible, and what’s already enough. This isn’t toxic positivity. It’s a rebel move: to meet challenge without complaint, and to trade control for clarity, appreciation, and power.
4. Send the F’ing Email
Thinking has its place. But when we’re stuck, it’s often action that gets us unstuck. You can’t steer a parked car, and you can’t grow by waiting. Sometimes the answer is simply taking the smallest meaningful step forward. Inertia rarely comes from a lack of ideas—it comes from not taking action.
5. Give It Your Whole Ass
We take ownership of our work and bring real focus to what matters. Not because we’re perfectionists, but because half-measures aren’t just unproductive—they’re contagious. Sloppy work slows the team down and makes everything harder. Real progress happens when everyone shows up fully. That’s what makes the work better—and more worth doing.
6. Consistency Compounds; Perfection Does Not
Doing very ordinary things routinely can lead to extraordinary outcomes over time. Perfection promises transformation but rarely delivers—it delays action and hides fear. Show up, don’t show off. Build systems and habits that last. Because in the long run, longevity is what lets your effort compound. Small steps, taken consistently, lead to exponential returns.
7. Work Your Way Out of Your Job
We automate, streamline, and delegate without apology. Freedom doesn’t come from doing more—it comes from doing less, better. The real job is to build systems that work without constant intervention. When you solve a problem once and for all, everyone moves faster. If the work depends on you forever, it’s not freedom—it’s a trap.
8. Less Is More
More is lazy. It’s what we reach for when we don’t want to prioritize. But complexity isn’t clever—it’s just noisy. Removing what doesn’t matter forces clarity. It makes decisions faster, systems smoother, and work more elegant. Simplicity isn’t minimalism for its own sake. It’s precision. And precision is powerful.
9. Pull People In
Pulling people in builds trust. It creates partnership, expands what’s possible, and makes the work more joyful. When we share the process—not just the outcome—we create ownership, not just output. It takes a little more effort up front, but what we build together is always better than what we build alone.
10. Don’t Be a Hero
We don’t sacrifice ourselves to save broken systems. We recognize we’re not 100% in control—and we don’t need to be. Sometimes we’ve gotta let things break instead of burning out trying to hold them together. We show gratitude for what works, learn from what doesn’t, and rebuild stronger from the rubble.
11. Steward What Matters
We treat time, money, and resources with care because waste is the enemy of freedom. We don’t burn hours in pointless meetings, throw money at problems, or chase distractions. Every decision is weighed against value and ROI—focusing only on what moves the needle. When we invest, we do it wisely, ensuring that what we build is sustainable, meaningful, and worth the effort.
12. Celebrate the Wins (Big or Small)
We pause to acknowledge progress, no matter the size. Celebration fuels momentum, reinforces what’s working, and reminds us why we started in the first place. It’s not self-indulgence—it’s strategy. Because joy is a renewable resource, and we use it to power the next leap forward.
Starting next week, we will begin a new article series inspired by the culture of Routine Rebel—a movement built on these 3 Core Values and 12 Supporting Beliefs that challenges the status quo and prioritizes freedom over hustle.