Our Operating Principles

Customer Obsession

We exist to serve our customers. Always start with what’s best for them and work backwards — is this making our service better, safer, faster, easier, or cheaper for the customer?


Never stop learning or evolving. What was true yesterday may not be true today. Avoid misconceptions by questioning everything. Explore new ideas and run experiments to see what can be discovered.


We can do anything, but not everything. Focus on what matters most. Sacrifice thousands of great ideas to pursue just a few exceptional ones. Define what is truly important, do only the highest-value work, and ignore all other distractions.


Achieve more with less. Be resourceful, and never wasteful. Continually strive to lower costs while providing a better service. Avoid growing fixed expenses or headcount unnecessarily.

Highest Standards

Insist on excruciatingly high standards, standards that most people think are unreasonably high. Continually raise the bar and never settle. Hire and develop only the highest-quality people, teams, and services.

Long-Term Thinking

Focus on actions we can do today that will reap the greatest rewards in 10 or 20 years’ time. Delay gratification and sacrifice short-term results for long-term gain, because that’s all that will matter in the end.


Great things are not supposed to be easy. Learn to love the pain. Setbacks will happen, but that’s no excuse to stop. Half of what separates success from failure is pure perseverance while others quit.


Complexity is not scaleable. Strive to make everything as simple as possible. Ruthlessly remove everything non-essential. Break problems down to their fundamental facts, question the requirements, and rethink it from the ground up.


Speed matters. Many decisions and actions are reversible and do not need extensive study. Strive to get things done in less time. The faster we fail, the faster we succeed. Make decisions > make mistakes > get feedback > adjust approach.

Truth & Transparency

Make all data, problems, mistakes, and weaknesses visible to everyone. Have difficult conversations. Seek truth and critical feedback, self-reflect and don’t take it personally. If we don’t know what is true, how can we improve?

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