[2] The not-for-profit approach has allowed flipped eye to focus on new writers with potential, proiritising development, thus facilitating the emergence of truly unique literary talent.

The company's editorial focus is on work that is "clear and true rather than exhibitionist,"[3] but is not averse to publishing work that might be considered experimental, such as Niki Aguirre's apocalyptic 29 Ways to Drown, which was longlisted for the 2008 Frank O'Connor International Short Story Award.

Poetry editor Niall O'Sullivan has a number of online projects exploring form[7][8] and in his lecturing work, "teaches his students to make silences speak, neither reaching for quick laughs, nor deflecting judgment by writing verse "steeped in righteousness".

They have published concept-driven work from poets such as Max Wallis, narrative-led poetry by Roger Robinson, poetry that rejoices in the possibilities and sounds of language by the likes of Inua Ellams and highly experimental work such as Martin De Mello's if our love stays above the waist.

"[13] flipped eye publishing's most famous release is now Warsan Shire's Teaching My Mother How To Give Birth (2011), which has gained significant traction in sales since the author collaborated with Beyoncé on the visual album Lemonade.