Make better decisions, faster with the Decision Stack. It helps ensure alignment from top to bottom, bottom to top, and the two pieces of the stack that are most often missing in organisations are a clear strategy and effective product principles.
to 6) rather than a large number (20 to 30), they are more likely to make a choice, are more confident in their decisions, and are happier with what they choose.” Sheena Iyengar Professor, Columbia Business School
and famous for it’s poor customer experience Opportunities: Huge market barely penetrated by e- commerce, that would take signi fi cant capital to succeed in Threats: US companies looking to expand, UK offline businesses catching on and investing in e-commerce Strategy? Build a great e-commerce experience and exceptional operational capabilities, raise enough money to build a big business, and do it quickly. @bfgmartin
big — butb start small. Intercom.io Design from ˋrstb principles. Intercom.io Ship to Learn Intercom.io Be stubborn onb vision, ˌexibleb on details Amazon.com Two pizza rule Amazon.com (no meeting should be so large that two pizzas can’t feedb the whole group) Ownership Amazon.com Leaders are owners. They never say “that’s not my job." Are Right, A Lot Amazon.com Leaders are right a lot. They have strong judgment andb good instincts. Hire and Developb the Best Amazon.com Leaders raise the performance bar with every hire andb promotion. Deliver Results Amazon.com Despite setbacks, they rise to the occasion and neverb settle. Be worthy ofb trust Evernote Sweat the details Evernote Aim higher Evernote We, not I Evernote Cupcake Evernote Cupcake is actually a picture, as it’s a reminder to notb take yourself too seriously. It has survived years ofb growth at Evernote. Build Lovableb Products Aha! Focus on theb Completeb Productb Experience Aha! Don’t make meb think Slack Be a great host Slack Prototype theb path Slack Don’t reinventb the wheel Slack Make bigger,b bolder bets Slack Universal Facebook So our design needs to work for everyone, everyb culture, every language, every device, every stage ofb life. Human Facebook This is why our voice and visual style stay in theb background, behind people’s voices, people’s faces, andb people’s expression. Clean Facebook Our visual style is clean and understated, to create ab blank canvas on which our users live. Consistent Facebook Our interactions speak to users with a single voice,b building trust. Reduce, reuse, don’t redesign. Useful Facebook Our product is more utility than entertainment, meantb for repeated daily use, providing value efˋciently. Thisb is why our core interactions, the ones users engageb daily, are streamlined, purged of unnecessary clicksb and wasted space. Fast Facebook As such, site performance is something our usersb should never notice. Our site should move as fast as web do. Transparent Facebook We are clear and up front about what’s happening andb why. Focus on theb user and all elseb will follow Google Since the beginning, we’ve focused on providing theb best user experience possible. Useful is forever 37signals Bells and whistles wear off, but usefulness never does.b We build useful software that does just what you needb and nothing you don’t. Great service isb everything 37signals We’re famous for fast and friendly customer service. Web work hard to make sure we live up to that reputationb every day. Clarity is king 37signals Buzzwords, lingo, and sensationalized sales- and- marketing- speak have no place at 37signals. Web communicate clearly and honestly. Our customersb are our investors 37signals Our customers fund our daily operations by paying forb our products. We answer to them — not investors, theb stock market, or a board of directors. The basics areb beautiful 37signals We’ll never overlook what really matters: The basics.b Great service, ease of use, honest pricing, and respectb for our customer’s time, money, and trust. No hidden feesb or secret prices 37signals We believe everyone is entitled to the best price we canb offer. Our prices are public, published right on our site,b and the same no matter who you are. Software shouldb be easy 37signals Our products are intuitive. You’ll pick them up inb seconds or minutes, not hours, days or weeks. We don’Wb Members ˋrst linkedin Without our members, there’s no LinkedIn. Everythingb we do, we do for them. Relationshipsb matter linkedin We’re in the business of building relationships. Thisb includes our workplace. Be open, honest,b and constructive linkedin We strive to communicate clearly and share helpfulb feedback. Inspireb excellence linkedin No challenge is too big. We keep learning, iterating,b and improving. Take intelligentb risks linkedin One of the secrets to LinkedIn’s success. Not every riskb works out – but some do. Act like an ownerb of #OneLinkedIn linkedin We make every decision, big or small, with care. Embodyb diversity,b @bfgmartin Sadly, our industry is rife with meaningless principles.
your product and the trade-offs you’re willing to make ▸ Are speci fi c to your company, strategy, and vision ▸ Are actionable, memorable and simple ▸ Make decisions easy Bad Product Principles ▸ Are meaningless fluff or only reflect values (everyone wants to make products “delightful”) ▸ Don’t differentiate you from your competition @bfgmartin
improve team productivity instead of solo productivity. Integration over composability We opt for a tight integration with existing frameworks, where we sacri fi ce composability to get a very smooth integrated experience. Sensible defaults over con fi guration Every time we add a con fi guration option, we’re implicitly saying we don’t know what the user wants. We encourage sensible defaults & strong opinions over con fi guration, because people can resort back to the tool that they’re used to (VSCode) if they want con fi guration. @bfgmartin
and engineering work together - not document and throw things over the wall. Meet our users where they work We integrate with best practice tools like Figma, Github, and Slack so that we can meet our users where they already work. We are not an issue tracker We’re the anti-Jira, and must think differently. @bfgmartin