AppSumo's Core Values Keep Hungry, Keep Humble, Keep Weird

AppSumo nails their company culture using just three punchy phrases: Keep Hungry, Keep Humble, Keep Weird. These aren’t just words on a wall—they shape behavior, hiring, and decision-making.

Why this branding works

• Memorable: 3 words, each short, bold, easy to recall.
• Distinct voice: “Weird” instantly signals personality.
• Aligned with product: AppSumo serves scrappy founders; these values match that vibe.
• Actionable: Each principle tells you how to act at work.

Examples of simple culture mantras

• Netflix: “Freedom & Responsibility”
• Google: “Focus on the user and all else will follow”
• Nike: “Win as a team”
• Shopify: “Act like an owner”

Simple phrases stick. Clear values spread. That’s culture marketing done right.