We use these operating principles to help us frame decisions, prioritize capital, and assess talent and performance.


Dare to dream.

To reimagine Earth, we must aspire to build high-impact businesses. Impact requires achieving difficult milestones. Otherwise, we are merely incorporating companies. 

Everyone is a “f”ounder.

We avoid the typical “F”ounder mantra in favor of a “f”ounder culture. When every member of a team feels informed, empowered, and aligned, everyone is a founder – and that team can beat all odds. 

Put customers first.

Putting customers first is not a choice. It’s a condition – the only condition – to build an enduring business. Strive to provide what customers can never be without and what only your business can provide. 
Space X Rocket
Space Rocket taking off


Lead with curiosity.

Curiosity reveals possibilities in perpetuity. In fact, as businesses successfully scale, the breadth of their curiosity expands. 

Inform decisions and actions from first principles.

Following what others are doing, using the past as your only guide, and not interrogating for better alternatives is the surest path to mediocrity. 

Debate, then commit.

Share openly, critique respectfully, disagree early. Then commit to a decision and move together.


Bias to action.

Rapid iteration beats methodical analysis every time. Time is the most valuable – and finite – resource for an early-stage business.

Commit and persist.

Ambitious goals and a bias to action yield innumerable failures, with occasional leaps forward. Only the committed can persist and thrive. 

Make machines, not work.

Scalability mandates leverage which mandates reducing labor with each step function of scale.