1. Focus on the end-user and all else will follow…

• We are here to make it easier for our end users to manage their IT systems
• Everything we do flows from this central goal...
• If we stay focused on this, we will make good decisions and be successful

2. Simple is better than complex…

• One of the essential needs of our customers is simplifying their approach to IT management which has become overly complicated
• A key aspect of simplifying IT management is unifying (where practical) our end user’s IT management semantics, process framework and technology platform
• In general, we seek the most simple solutions to problems (especially when the problem itself is not simple)
• We believe in a “less is more” philosophy; we are conservative in our approach to new technologies and approaches to help control the complexity.
• In order for something to be simple, it must appear simple (i.e. be easy to grok).
• For these reasons, we love Python and we use it where ever practical
• In design, we follow “Occam’s Razor”, which says that “All things being equal, simplest solution tends to be the best one”.

3. Fast is better than slow…

• Our end users are impatient and are tired of waiting for solutions to their problems
• We respond quickly to end user needs by staying in touch with these needs and by seeking solutions that can be delivered quickly
• We believe in the virtue of “releasing early and often” as a key technique in building useful, high quality software
• We recognize the power of Perato’s Principle (80/20 rule i.e. 80% of value is gained with 20% of the investment) and seek Pareto optimization in all that we do

4. Tap the power of Community

• The power of open source and “web 2.0” is that we have just begun to tap into the creative power of large groups of people when they are given a platform to contribute towards a collective work and achieve a common goal.
• We believe that the collective brain power of the world’s IT operators is untapped and that our goal is to harness this to make it easier for all to manage IT
• We recognize that will there is an organic component to communities, the seeds for community must be planted by individuals and that communities languish without active cultivation
• We seek to build community every day and leverage community every day in all that we do

5. Innovate in the open

• We believe in the power of open innovation
• We seek to involve the community in our innovations and recognize that these innovations get better and have more impact when shared
• We are eager to share not only our ideas but also the credit for the ideas
• We welcome new ideas and innovations from any source
• We recognize the power of collaboration to produce “Non-Zero” (i.e. win/win) outcomes
• We tap the power of “Non-Zero” collaborations/partnerships/relationships in all that we do

6. Add the next layer of value

• We never waste time, energy and money “reinventing the wheel”
• We avoid the temptation of “Not Invented Here”
• We seek to leverage the work that has already been done as much as possible in solving our customers problems
• We invest our time and energy in providing the “next layer of value” that has not yet been provided
• We recognize that the “next layer of value” is a moving target and that our strategy and focus will evolve accordingly

7. Get it Done!

• No excuses, no delays, just get it done!

          Getting things done is much better than discussion
        * Execution is better than process
        * Function is better than form
        * Innovations that help us get more done with less time/money are good

8. Keep it real

• Technology consumers are sick of the traditional sales & marketing conversations with their vendors
• We always speak plainly, openly and honestly about what our product can do and how it does it
• We stay connected to the real problems of our everyday users through regular community interaction, and by insisting that everyone in the company has regular contact with real customers and customer issues
• We directly involve end user’s in everything that we do
• We take advantage of every opportunity to walk in our customer’s shoes
• We stay rooted in the pragmatic reality of what works in the real world
• We remain open to change, new ideas and evolving conditions in the market
• We evaluate ourselves honestly and seek external council to help avoid becoming myopic
• We openly acknowledge problems and issues, we address them directly, and we use them as an opportunity to learn

9. Cash Fuels the Machine

• We are a for-profit business whose end financial goal is to generate profits/cash
• We are accountable to our investors to deliver a strong return on investment
• We understand that by building a viable business we are better able to serve our customers and achieve our goals
• Borrowing from Google, we believe that you can make money without doing evil
• We believe that commercial open source, if done well, forms a “virtuous cycle” that benefits both the community and commercial customers

10. Never settle for “OR”

• We strive to achieve “AND” outcomes where others have settled for “OR”
• We are producing great software, that is sophisticated, easy to use AND affordable
• We distribute our core platform for free AND we make money on commercial value adds
• We move quickly AND we produce high quality work products
• We are building a great company that provides an opportunity to make money, have fun, self express, grow, AND have an important impact on the planet

11. Eat your own dog food

• We always strive to “lead by example” and “walk the talk”’
• We test the merits of our own ideas, approaches and principles by using them ourselves
• Whenever practical, we use our own technology and open source technology
• Everyone in the company/community is held to this standard