The document outlines 10 golden principles for successful web apps: speed, instant utility, voice, less is more, being programmable, personalization, following RESTful principles, discoverability, clean design, and having a playful nature. The principles encourage building apps that load quickly, are immediately useful, speak to users in a natural voice, keep designs simple, allow for programming by others, personalize to individual users, follow REST standards, make features discoverable, emphasize clean design, and incorporate an element of fun.