1. We’re on offense. All the time.
Urgency. Winning.

2. Be proactive. This is your company.
"We should do this" → "I will do this"

3. Optimize for EV.
EV (Expected Value) = value / cost

4. Push fast. Iterate faster.
Build, fail early, learn, and succeed sooner.

5. Confront the brutal facts.
While moving forward with unwavering optimism.
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6. Disagree then commit.
Debate → Agree → Execute
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7. Champion the best ideas.
Data overrules seniority.
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8. Customer obsession.
Start with the customer and work backwards.
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9. Keep it simple. Steal from the best.
Don’t reinvent the wheel.

10. We’re on the same team.
It’s us vs. them.