Customer Obsession

Start with the customer and work backwards. Work vigorously to earn and keep customer trust. Pay attention to competitors, obsess over customers.

Earn Trust

Listen attentively, speak candidly, and treat others respectfully. Be vocally self-critical, even when doing so is awkward or embarrassing. Benchmark against the best.


Think long term and don’t sacrifice long-term value for short-term results. Act on behalf of the entire company. Never say “that’s not my job".

Invent and Simplify

Expect and require innovation and invention and always find ways to simplify. Be externally aware, look for new ideas from everywhere, and do not limited yourself. Accept that we may be misunderstood for long periods of time.

Insist on the Highest Standards

Have relentlessly high standards that people may think are unreasonably high. Continually raise the bar and drive to deliver high quality products, services and processes. Ensure that defects are corrected and that problems are fixed.

Learn and Be Curious

Never stop learning and always seek to improve. Be curious about new possibilities and act to explore them.

Hire and Develop the Best

Raise the performance bar with every hire and promotion. Recognize exceptional talent, and willingly move them throughout the organization. Develop leaders and take seriously their role in coaching others.

Think Big

Create and communicate a bold direction that inspires results. Think differently and look around corners for ways to serve customers.

Bias for Action

Speed matters in business. Many decisions and actions are reversible and do not need extensive study. We value calculated risk taking.

Deliver Results

Focus on the key inputs of the business and deliver them with the right quality and in a timely fashion. Despite setbacks, rise to the occasion and never settle.

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