The Foundation

Principles of Dale

Nine principles that guide how I build products, lead teams, and make decisions. Not rules — ways of thinking.

  1. Customer first, always.

    The customer is the start, centre, and end of everything we do. Our goal is to deliver value to the customer. When in doubt, put the customer first.

  2. Hyperfocus on the problem.

    Identify the real problem. Then work out how to solve it. Don't solve around it.

  3. Think big. Start small. Scale fast. Repeat.

    You solve the biggest problems by starting, iterating, and not waiting for perfect.

  4. Get to a result.

    Until the customer gets value, the work is worthless. Ship it, learn, improve.

  5. Remove complexity.

    From the product, from the process, from the conversation. If it doesn't need to be there, strip it out.

  6. Be passionate.

    Love what you do. Do your best. If you can't bring that energy, this isn't the place.

  7. Work with the best.

    Expect it of others. Expect it of yourself. Settle for neither less nor average.

  8. Take ownership.

    When there's a problem, it's your problem. If you're not the person to fix the problem, find the person who can fix it and see to it that they do. Don't walk past it.

  9. Make the decision.

    Collect the data, get the evidence, but decide. Accept you'll get some wrong. Indecision is worse.

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