To manage the daily challenges of fast growth, we rely on our Principles. We choose a disciplined approach to deliver on our ambitions. We rely on each other as a team of professionals so that we help each other thrive in what we do best.

Principle #1 – Obsess over customers

We start with deeply understanding the customer — internal and external — and only then do we search for a solution.

Principle #2 – Decide based on facts

We know where we are going, what we do by when, and what we don’t.

When faced with more good options, we choose the one with the best business case.

We avoid compromise for the sake of social cohesion, give each task due attention, and believe that constraints breed invention.

Principle #3 – Write, plan and reflect

In the interest of saving time and resources, we put our strategic intentions in writing succinctly.

Then we plan, including resources, succession, handovers, ownership, and deadlines, with the other actors— those to be accountable and/or responsible and those who must be consulted or informed.

We evaluate and learn from our performance against the plan.

Principle #4 – Disagree and commit

While we do know who decides for each decision, we are obligated to speak up, respectfully when we disagree.

Once a decision is made, we commit wholly for as long as the decision holds true.

Principle #5 – Own as in ownership

We build for the long term on behalf of the whole company: if one of us is struggling, we will all be struggling soon.

We continuously raise standards in products, services, processes, and ourselves. We never pass on defects to others.

Principle #6 – Simplify

To keep the company and ourselves in good shape for whatever may come, we expect, require, and welcome simplification, automation, and useful innovation, regardless of the source of the idea.

Principle #7 – Build trust

When people set out to achieve great things together, there will be plenty of opportunities to fight.

To build trust leading to effective relationships, we
always assume good intent,
separate people from the problem, and
consistently deliver on our commitments.