The move

A huge serif "Practices for building" headline sits above a pale outline of two overlapping circles with a hatched overlap, on a near-black page. Below is a numbered index in groups: Introduction, Direction with items like "Set useful goals", and Building with items like "Write issues not user stories" and "Build in public", numbered 1.1 to 3.6.

Why it works

• Our readImperative titles such as "Scope projects down" read as opinions a practitioner can agree or argue with, which gives the list a point of view.
• Our readThe numbering from 1.1 to 3.6 makes it look like a reference text, which gives the opinions weight.
• Our readThe page has almost no product pitch above the footer, so the content itself shows the taste the brand wants to be known for.

What not to copy

Don't copy Linear's principles or its dark editorial look. Keep the practice of writing your actual operating beliefs as short imperative titles in a numbered list.