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We believe in principles, rather than rules.

Updated: Feb 17, 2022

We believe in principles, rather than rules.

If you commit to live by them, a few principles can replace dozens of rules. Having fewer rules saves time and brings greater clarity.

For example, one of my principles is to be 100% truthful. My opinions don’t shift, even when it might be inconvenient or unpleasant to tell the truth.

Another principle is to take the Golden Rule one step further: I treat others even better than I want to be treated.

After founding Liquid Consulting, I established the principle that we believe in “real freedom with extreme accountability”. I have never been interested in micromanagement, so it worked better for me to instead encourage team members to make their own decisions in the spirit of our shared principles.

Rules are fine, if you have all the time in the world to make and monitor rules. But my life doesn’t work that way, so I lean on principles.


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