The guide we weren't allowed to make the first time.
In 2009 we built a relocation guide for a single international school. It was good, and it worked, and it was not objective — it existed to sell one school.
The relocation companies who handed it to arriving families gave us the same verdict, independently and repeatedly: it needed a genuinely objective education section to be worth anything to the people receiving it.
The market asked for objectivity. It was never a position we imposed on it.
Building the neutral, multi-school guide that first product was not allowed to be is the reason this company exists. Everything downstream — the verification discipline, the firewall between advertising and content, the refusal to enter the logistics business — follows from that one correction.




