Accept nothing less than a warm and supportive work environment. | Be candid with each other and stakeholders. |
Be completely transparent. | Be curious. |
Be fair. | Be frugal, stay hungry and eliminate waste. |
Be kind without compromise. | Be right, most of the time. |
Bias for action. | Bravely face valid criticism and address it. |
Challenge assumptions and accept challenges gracefully. | Challenge your boss. |
Communicate directly with intent to be understood. | Constraints are the parent of creativity. |
Cultivate a worthy vision and make it a reality. | Cultural and intellectual diversity are our strength. |
Customer happiness is job one. | Customer privacy isn't compromised. |
Defeat static, safe thinking. | Deliver quickly and often. |
Demonstrate trust and respect for everyone. | Design experiments to fail cheap, fast and safe. |
Design problems out. | Design products to be a joy to use. |
Diligence in duty. | Disagreement is the foundation of creativity. |
Do good. | Do more for less. |
Do the right thing. | Don't become arrogant in success. |
Don't confuse the difficult with the impossible. | Don't harm people or planet. |
Dream big. | Embrace aggressive change. |
Everyone is a leader. | Exceed customer expectations. |
Exceed the highest conceivable standard. | Face reality with optimism. |
Fearless ideas and execution. | Find the elegance on the other side of complexity. |
Go faster forward than the competition would have ever dreamed possible. | Grow by growing others. |
Have backbone. | Health and safety come first. |
Help save the planet and make things better for people. | Implement things directly without needless complexity such as bloated products and outsourcing. |
Invent original value. | Inventions must be better than the current best, otherwise they are pointless change. |
Keep it real. | Keep it simple. |
Lead into ambiguity. | Lead the culture around our products. |
Lead the future. | Lead the quality benchmark. |
Leaders understand the details. | Learn by doing. |
Learn from failure. | Listen to each other and to customers, competitors, investors, regulators and communities. |
Managing risk isn't avoidance of risk. | Move fast. |
Multidisciplinary teams are more creative, work with each other. | Never accept good enough. |
Never avoid accountability for your team or work. | Never blindly copy the competition. |
Never compromise the customer experience. | Never sacrifice people and planet for profit. |
Never take success for granted. | Original ideas will be misunderstood -- endure this and push through. |
Outcompete and win. | Own and control your work. |
Own it. | Practice self-awareness, self-evaluation and self-improvement. |
Products are magnetic and irresistibly beautiful. | Promote on talent, effort and results alone. |
Put the customer first. | Refine things with diligence. |
Remain civil and polite in confrontation. | Respect local culture. |
Respect the intelligence of customers. | Ship often to get feedback and improve. |
Simplify needless complexity. | Stay ahead of the competition. |
Take reasonable risks. | The customer is always right. |
The long term has priority. | There is a time for optimism and a time for hard realism. |
Think big. | Think global, act local. |
Think human. | Think to win. |
Time is precious -- do things better, faster and more efficiently. | Trust each other. |
Visionary intuition can beat data-driven optimization. | We are a meritocracy. |
We are all leaders, designers and builders. | We are always truthful. |
We are self-critical and candid about our faults and failures. | We can only win by delighting customers. |
We hire people who have grit and determination. | We prioritize passion over group harmony. |
Win in a positive way. | Win mindshare and lead industries. |
Work hard to earn every customer. | Work to eliminate bias in thinking, processes and automation. |
