Built to Last

Give people the room they need. Freedom of movement brings about spontaneity, and that, in turn, may lead to brilliant ideas.

“Take small steps.” Small steps start a long journey – and at the same time, they save you from huge failures. If a small step doesn’t work, it’s easier to fix than a huge problem.

“Accept that mistakes will be made.” You don’t know what result your actions will bring, so be ready that there will be mistakes.

“Give it a try – and quick!”: When in doubt, doing an experiment, or trying something new, don’t stop. Do something, make mistakes, fix them – but don’t stand still.

Core Ideology = Core Values + Purpose

The critical question asked by a visionary company is not “How well are we doing?” or “How can we do well”… the critical question is “How can we do better tomorrow than we did today?

In examining the history of visionary companies, we were struck by how often they made some of their best moves not by detailed strategic planning, but rather by experimentation, trial, and error, opportunism, and – quite literally – accident.

Profitability is a necessary condition for existence and a means to more important ends, but it is not the end in itself for many of visionary companies. Profit is like oxygen, food, water, and blood for the body; they are not the point of life, but without them, there is no life.

Joining these companies reminds me of joining an extremely tight-knit group or society… If you’re willing to really buy in and dedicate yourself to what company, then you’d be very satisfied and productive… If not, however, you’ll probably flounder, feel miserable and out of place.