This document discusses building products with personality by focusing on user experience and delight. It provides 7 principles: 1) Capture qualitative user feedback, 2) Have data humility, 3) Design with personality, 4) Expect users to create features, 5) Listen to users or competitors will, 6) Protecting brands is difficult but technology is built by people, 7) Own responsibility for the technology created and have an anti-roadmap. The overall message is to focus on the human experience and building thoughtful, helpful products.