We should always be failing. If we are not failing, we are not experimenting. If we are not experimenting, we are not innovating. If we are not innovating, we are following. Test. Fail. Learn. Repeat. Never be afraid of failure.

Above all else, each decision we make should be an ethical one. When presented with tough choices, simply ask yourself, “Is this the right thing to do?” If not, don’t do it. Period.

Without users, a company is nothing. User’s needs, wants, experiences, support, perceptions, etc, should all be constantly evaluated and reevaluated to the point of obsession. They are why we exist, and we exist to serve them

Own everything you do. From the smallest tasks to large projects, treat everything you do with a great sense of pride. Your parents should want to hang your work on the refrigerator for their guests to see. If you make a mistake, own it too, and move on.

We should always be learning, even if the subject is not in our area of expertise. Amazing things happen at the convergence of different fields.Be creative and curious, and experiment and discover connections that others have missed. In learning, we should also be following upcoming trends and technology, and try to predict how they might influence our business.

The best people. The best products. The best performance. We only accept the best. If something or someone is inadequate in any way, action should be taken promptly to rectify the issue.

The easiest way to make something happen is simply to begin. Don’t worry about aspects you may have overlooked. The point is to start, gain momentum, and learn along the way.

Everyone’s unique experiences and knowledge brings with it unique points of view. This is why it is imperative for everyone to exercise their view points and question everything. Don’t stop at questioning. If you believe you’ve found a revelation vocalize it to the appropriate people.

Being upfront, open, and honest is one of the easiest ways to move quickly and efficiently. The opposite leads to the same result only days, weeks, or months down the road. By telling people what you think, they’re not worrying about it and can focus on work.

Never limit the size and scope of what we can accomplish. Changing the world is a big task that will take a long time. Think of big ideas, and think of how they can be even bigger.

We have a zero tolerance policy for big egos. Everyone here is great, otherwise they wouldn't be here. Be humble. Don’t be a jerk

Companies today are built on the shoulders of yesterday’s giants, and for this reason, we should pay it forward and share as much as possible without giving away the recipe for our secret sauces. Aside from sharing outside the company we should be sure to look for opportunities to share ideas and resources internally.

As in a high performing sports team, players come and players go. The team is a fluid, dynamic unit amassed to perform. If the team grows beyond certain players, they will be traded for new talent that is a better fit. Teams change. Families don’t.