Start with the customer and work backwards.

Work vigorously to earn and keep customer trust.

Pay attention to competitors, but be obsessed over customers.

Focus on key inputs for business and deliver them with the right quality and in a timely fashion.
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Despite setbacks, rise to the occasion and never settle.

Maintain relentlessly high standards even if many people may think these standards are unreasonably high.

Continually raise the bar and drive your team and yourself to deliver high quality products, services and processes.

Ask question about actions inconsistent with our principles.

Be critical of the status quo.

Ensure that defects do not get sent down the line and that problems are fixed so they stay fixed.

Say what you think to your colleagues when it’s in the best interest of company, even if it is uncomfortable to do so.

Seek what is best for the company, rather than what is best for yourself or your team.

Think long term and don’t sacrifice long-term value for short-term results.

Act on behalf of the entire company, beyond just your own team.

Never say “that’s not my job” and always help colleagues.

Create and communicate a bold direction that inspires results.

Think differently and from a new perspective.

Expect and require innovation and invention from your team and yourself.

Be externally aware, look for new ideas everywhere.

Never finish learning and always seek to improve yourself.

Be curious about new possibilities and act to explore them.

Raise the performance bar with every hire and promotion.

Recognize exceptional talent, and willingly move those talented people throughout the organization.

Take seriously your role in coaching others.

Accomplish more with less. Constraints breed resourcefulness, self-sufficiency and invention. There are no extra points for growing headcount or expenses.