Make

• Make people better

  Build a world in which people can be better versions of their aspirations, every day. If it's difficult, make it easy. If it's far, bring it closer. If it's big, make it small. If it's not, make it.

• The centre of the universe is the customer

  The customer is the person that uses what you make, and gives you purpose. What we make, must always be in the service of the customer. Even when they do not know it.

• Substantial thought, decisive action

  Think hard about what you are going to make, and make it without hesitation or remorse. Thought that precedes action makes the action many times better.

• Hold strong opinions weakly

  Fiercely defend the path you are on, while always being ready to take another one. Persevere. But don't be afraid to let go.

Do

• Over-communicate

  Communicate so the other person understands. Communicate so every person understands. Across space and time.

• Document everything

  Record what you do. Record what you thought when you did it. Record why you did it. Record how you did it.

• Experiment, then automate

  First try to solve a problem through deliberate, direct, manual action. When the solution is substantial it should be reimagined to work a very large number of times, with very minimal effort.

• Act with integrity

  Always do what you think is right by the person, people, society and the world. If in doubt, reconsider.

Be

• Be your own master

  Do not wait for, depend on or enlist the supervision of others. Make your work speak about your aspirations, amidst the work you do with other people.

• Be default open

  All ideas should be proactively put out to as many people as might benefit from it, or at least as many people as can make the idea better.

• Represent the diversity in the world

  Choose to work with the people that will make what you do different from what it is.

• Financially independent

  A business that can generate the cash and profits, will retain sustainably the vision of the world it wants to build.