Principles
Five principles, and the things they cost us. A principle that never costs anything is a slogan.
The Kratos principle
01
Truth
Follow the evidence, even when it does not sell.
02
Knowledge
Keep knowledge freely accessible.
03
Understanding
Make complex science understandable.
04
Accessibility
Make high-quality tools as affordable as possible.
05
Progress
Help people understand, measure and improve.
Knowledge should be free
Everyone deserves access to information that can help them understand and improve their health.
That is why our digital knowledge will always be free to access.
We only charge for things that cost something to create and deliver physically.
No account, no email address, no paywall.
We do not maximise margins. We maximise accessibility.
Everything we sell is as cheap as we can make it, so that the best tools and the best knowledge reach as many people as possible.
Health should not be a luxury.
How we decide what is true
The first principle is the one that needs a method behind it, or it is just a word. Ours is written down, including what makes us change our mind.
And what we do not do
A list of principles is easy to write. The harder list is the one of things we have turned down because of them, and it is kept separately so it can be checked.