Customer Obsession Ownership Invent and Simplify Are Right, A Lot Learn and Be Curious Hire and Develop the Best Insist on the Highest Standards Think Big Bias for Action Frugality Earn Trust Dive Deep Have Backbone; Disagree and Commit Deliver Results Strive to be Earth’s Best Employer (added in 2021) Success and Scale Bring Broad Responsibility (added in 2021)