Customer Obsession Start with the customer and work backwards (Amazon)
Developer Experience Optimize for developer productivity (Stripe)
Accessibility First Design for everyone from the start (Microsoft)
Ten X Thinking Aim for 10x improvement, not 10% (Google)
Working Backwards Write the press release first (Amazon)
Bold Bets Take big swings on transformative ideas (Meta)
Bets Not Projects Frame work as bets with explicit risk (Spotify)
Explicit Tradeoffs Every decision has costs; make them visible (Google)
Alternatives Considered Always evaluate multiple approaches (Google)
Data Driven Decisions backed by data and experiments (Google)
Bias For Action Speed matters; two-way door decisions (Amazon)
Reversibility Prefer reversible decisions (Google)
Dri Directly Responsible Individual for every decision (Apple)
Highest Standards Relentlessly high standards (Amazon)
Api First Design the interface before implementation (Stripe)
Documentation Quality Docs are part of the product (Stripe)
Non Goals What we won't do is as important as what we will (Google)
Say No Focus means saying no to good ideas (Apple)
Peer Review RFCs ensure diverse perspectives (Google)
Disagree And Commit Truth-seeking, then commit (Amazon)
Context Not Control Provide context, not commands (Netflix)
Radical Transparency Default to open (Netflix)
Ownership Think long-term, end-to-end ownership (Amazon)
Incremental Delivery Ship small, ship often (Stripe)
Launch And Iterate Ship, measure, improve (Google)
Move Fast Speed is a competitive advantage (Meta)
Fail Fast Learn Fast Quick experiments over long planning (Spotify)
Freedom And Responsibility Freedom with accountability (Netflix)
Highly Aligned Loosely Coupled Align strategy, decouple execution (Netflix)
Autonomous Squads Small teams with ownership (Spotify)
Growth Mindset Learn from failure (Microsoft)
Frugality Constraints breed resourcefulness (Amazon)
Fixed Time Variable Scope Appetite sets time; scope flexes (Basecamp)
Appetite Not Estimates How much is it worth, not how long (Basecamp)
Shaping Define at right abstraction level (Basecamp)
Betting Not Planning No backlogs; bet on pitches (Basecamp)
Circuit Breaker Stop failures early, don't drag out (Basecamp)
Rabbit Holes Identify scope traps upfront (Basecamp)
Weekly Touchpoints Talk to customers every week (Torres)
Story Based Interviews Collect stories, not opinions (Torres)
Opportunity Solution Trees Visualize outcome to solution path (Torres)
Assumption Testing Test riskiest assumptions first (Torres)
Compare And Contrast Test multiple solutions in parallel (Torres)
Product Trio PM, Design, Engineering collaborate (Torres)