- Customer Obsession: Leaders start with the customer and work backwards. They work vigorously to earn and keep customer trust.
- Ownership: Leaders act on behalf of the entire company, beyond just their own team. They never say "that's not my job."
- Invent and Simplify: Leaders expect and require innovation and invention from their teams and always find ways to simplify.
- Are Right, A Lot: Leaders have strong judgment and good instincts. They seek diverse perspectives and work to disconfirm their beliefs.
- Learn and Be Curious: Leaders are never done learning and always seek to improve themselves. They are curious about new possibilities and act to explore them.
- Hire and Develop the Best: Leaders raise the performance bar with every hire and promotion. They recognize exceptional talent and willingly move them throughout the organization.
- Insist on the Highest Standards: Leaders continually raise the bar and drive their teams to deliver high quality products, services, and processes.
- Think Big: Leaders create and communicate a bold direction that inspires results. They think differently and look around corners for ways to serve customers.
- Bias for Action: Speed matters in business. Many decisions and actions are reversible and do not need extensive study.
- Frugality: Leaders accomplish more with less. Constraints breed resourcefulness, self-sufficiency, and invention.
- Earn Trust: Leaders listen attentively, speak candidly, and treat others respectfully. They are vocally self-critical, even when doing so is awkward or embarrassing.
- Dive Deep: Leaders operate at all levels, stay connected to the details, and audit frequently. No task is beneath them.
- Have Backbone; Disagree and Commit: Leaders respectfully challenge decisions when they disagree, even when doing so is uncomfortable or exhausting. Once a decision is determined, they commit wholly.
- Deliver Results: Leaders focus on the key inputs and deliver them with the right quality and in a timely fashion. Despite setbacks, they rise to the occasion and never settle.
- Strive to be Earth's Best Employer: Leaders work every day to create a safer, more productive, higher performing, more diverse and more just work environment.
- Success and Scale Bring Broad Responsibility: Leaders are determined to make better, do better, and be better for customers, employees, partners, and the world.