I love this article and found it quite inspiring.
1. Focus on the user and all else will follow
Always placing the interests of the user first.
2. It’s best to do one thing really, really well.
3. Fast is better than slow.
Google believes in instant gratification. You want answers and you want them right now. Who are we to argue?
4. Democracy on the web works.
5. You don’t need to be at your desk to need an answer.
6. You can make money without doing evil.
Our users trust Google’s objectivity and no short-term gain could ever justify breaching that trust.
7. There’s always more information out there.
8. The need for information crosses all borders.
9. You can be serious without a suit.
Give the proper tools to a group of people who like to make a difference, and they will.
10. Great just isn’t good enough.
Does not accept being the best as an endpoint, but a starting point
Photo from Robert Deyber’s Bag of Tricks.