Universal set of principles to explore and live by.

Based on the Nike principles, written in 1977 by Rob Strasser, Nike's first head of marketing.

Principles:

1. Our business is change.

2. We’re on offense. All the time.

3. Perfect results count -- not a perfect process. Break the rules: fight the law.

4. This is as much about battle as about business.

5. Assume nothing. Make sure people keep their promises. Push yourselves push others. Stretch the possible.

6. Live off the land.

7. Your job isn’t done until the job is done.

8. Dangers

• Bureaucracy
• Personal ambition
• Energy takers vs. energy givers
• Knowing our weaknesses
• Don’t get too many things on the platter.

9. It won’t be pretty.

10. If we do the right things we’ll make money damn near automatic.

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