» Have a bias to test, learn, and to put code in production

» Feed what you learn from exploring solutions back into your understanding of the problem

» Help stakeholders visualise their ideas to make them easier to challenge, assess risk and test out

» Customers care about your mission, less about how you’re achieving it

» For rapid feedback in discovery, ship and learn from more users, earlier

» Changing something that’s been that way for years is hard because of the inertia behind it