3. Designer

4. Dan Hill in ‘Dark Matter and Trojan Horses’
“Products have their attendant
bureaucracy embedded within them.
It is this that enables them to
plummet or soar.”

12. Guiding Principles are a tool for
codifying and socializing a set of
beliefs.

14. Principles require stakes.

17. Be the amplifier, not the soundtrack.

19. Principles inform action.

21. 1.Helps me make plans, on my
time
2.Helps me live in the moment
3.Gives me control of my
information
4.Helps me connect, Marine to
Marine, not App to Marine
5.Feels simple and intuitive
6.Feels like it belongs alongside
the apps I already use

22. Principles flow across organizations.

26. 1. Create your principles first
(don’t reverse engineer them)

27. 2. Develop them yourself yourselves

28. 3. Tie them to who & what you
inherently are, not who & what you
want to be

29. 4. Order them rigorously

30. 5. When it gets hard — and it will
— trust in them, and compel others
to do the same

31. Thanks.
@ianfitzpatrick