Authentic Software was created to house all of my client work and personal web projects.
When it comes to creating websites/software, I have a few principles that I work/live by:

George

By day, I am a programmer and web developer at picturesque Furman University.
By night and early morning, I create custom work for various clients, ranging from simple informational websites, to full-blown database management systems. I find both of these scenarios very rewarding.

For insight into my philosophies on work, 37signals has a great book online called, Getting Real.
Here's an excerpt on small companies:

"Small companies enjoy fewer formalities, less bureaucracy, and more freedom. Smaller companies are closer to the customer by default. That means they can communicate in a more direct and personal way with customers."