1. Customer obsession: start with the customer and work backwards; work vigorously to earn and keep customer trust; pay attention to competitors, but keep obsessing over customers
2. Ownership: think like an owner, long term and don’t sacrifice long-term value for short-term results; act on behalf of the entire company, not just for your own team; never say “that’s not my job"
3. Invent and simplify: expect and require innovation and invention from your team and always find ways to simplify; be externally aware, always look for new ideas from everywhere, and don’t be limited by “not invented here"
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