We define ourselves in terms of values, not products or services.

1. Being in a toward mind state, not in an avoid mind state.
2. Being a pioneer - not following others; novelty and practicality.
3. It is better to ask for forgiveness than to ask for permission.
4. Scalable learning over scalable efficiency; why over how.
5. Fast; all time is unredeemable.
6. Opportunity based on merit; no one is entitled to anything.
7. Decisions based on the Opportunity Cost of Capital; OCC is the ultimate benchmark.
8. Success is the product of fast reiteration.
9. There is no failure, only feedback.
10. People, ideas and software - in that order.
11. People are not their behaviors. There are no unresourceful people, only unresourceful states.
12. The map is not the territory. The words we use are not the event or the item they represent.