Principles before opportunity.
Profit and growth never justify abandoning the conduct that makes trust possible.
The standard behind the work.
These principles are used to test opportunities, relationships and the long-term consequences of our choices.
Trust before short-term gain.
We protect relationships and credibility that can remain strong over time.
Ask whether we should.
Capability alone is not enough; consequences and long-term fit matter.
State uncertainty honestly.
Verified facts, assumptions and open questions must remain visibly different.
Choose people carefully.
Capable, aligned partners come before attractive but unsupported opportunities.
Build beyond founders.
Useful companies and systems should be capable of outliving the people who began them.