WHETHER AN INDIVIDUAL CONTRIBUTOR OR MANAGER OF A LARGE TEAM,

START WITH THE CUSTOMER & WORK BACKWARDS

DON'T SACRIFICE LONG-TERM VALUE FOR SHORT-TERM RESULTS

NOT LIMITED BY "NOT INVENTED HERE"

HAVE STRONG BUSINESS JUDGMENT & GOOD INSTINCTS

RECOGNIZE EXCEPTIONAL TALENT & WILLINGLY MOVE THEM

ENSURE THAT DEFECTS DO NOT GO DOWN THE LINE

THINKING SMALL IS A SELF-FULFILLING PROPHECY

WE VALUE CALCULATED RISK TAKING.

RESOURCEFULNESS, SELF-SUFFICIENCY, & INVENTION

BENCHMARK THEMSELVES & TEAM AGAINST THE BEST

WILLING TO EXAMINE THEIR STRONGEST CONVICTIONS WITH HUMILTY

OPERATE AT ALL LEVELS - NO TASK IS BENEATH THEM

DO NOT COMPROMISE FOR THE SAKE OF SOCIAL COHESION

DESPITE SETBACKS, THEY RISE TO THE OCCASION & NEVER SETTLE