❶ Always look for new places where
❷ Try to
needs not yet articulated by your audience, and meet them
with products and services that set new standards.
to guide your actions and tackle new challenges as you keep
looking towards the future.
pushing the limits of existing technology to provide
more accurate and easier-to-use products and services.
❺ Keep making your services faster,
not just better, because your audience’s time is increasingly
❻ Build a
customer-centered company. Begin and end your
Give users what they want, when they want it and the way they
like it. Provide something
simple to use and easy to love. Facilitate collective
– allow a diverse group of people to share the risks and the
rewards associated with the discovery and exploitation of new
The money will follow.
❼ Be a
radically new things in
radically new ways. Build a
cross-pollination of ideas and
❽ Establish a
creative dissatisfaction; make constant dissatisfaction with
the way things are the driving force behind everything you do.
creativity. Allow employees to use a part of their time working on their
❾ Launch innovations early and often
beta tests. Give people a
vision, rules about how to get there and deadlines. Have
something working at the end of the day, then beta test, refine
it the next day.
Learn what the
market wants, iterate and make it great before releasing new
❿ Great just isn't good enough. See
being great at something as a starting point, not an endpoint.
stretch goals you know you can't reach yet, but can get
further than you expect by stretching to meet them. Take things
that work well and improve upon them in