Customer Obsession Correct Answer: Leaders start with the customer and work backwards. They work
vigorously to earn and keep customer trust. Although leaders pay attention to competitors, they obsess
over customers.
Ownership Correct Answer: Leaders are owners. They think long term and don't sacrifice long-term
value for short-term results. They act on behalf of the entire company, beyond just their own team.
They never say "that's not my job".
Invent and Simplify Correct Answer: Leaders expect and require innovation and invention from their
teams and always find ways to simplify. They are externally aware, look for new ideas from everywhere,
and are not limited by "not invented here". As we do new things, we accept that we may be
misunderstood for long periods of time.
Are Right, A Lot Correct Answer: Leaders are right a lot. They have strong judgment and good instincts.
They seek diverse perspectives and work to disconfirm their beliefs.
Learn and Be Curious Correct Answer: Leaders are never done learning and always seek to improve
themselves. They are curious about new possibilities and act to explore them.
Hire and Develop the Best Correct Answer: Leaders raise the performance bar with every hire and
promotion. They recognize exceptional talent, and willingly move them throughout the organization.
Leaders develop leaders and take seriously their role in coaching others. We work on behalf of our
people to invent mechanisms for development like Career Choice.
Insist on the Highest Standards Correct Answer: Leaders have relentlessly high standards - many people
may think these standards are unreasonably high. Leaders are continually raising the bar and drive their
teams to deliver high quality products, services and processes. Leaders ensure that defects do not get
sent down the line and that problems are fixed so they stay fixed.
Think Big Correct Answer: Thinking small is a self-fulfilling prophecy. Leaders create and communicate a
bold direction that inspires results. They think differently and look around corners for ways to serve
customers.
Bias for Action Correct Answer: Speed matters in business. Many decisions and actions are reversible
and do not need extensive study. We value calculated risk taking.
Frugality Correct Answer: Accomplish more with less. Constraints breed resourcefulness, self-sufficiency
and invention. There are no extra points for growing headcount, budget size or fixed expense.
Earn Trust Correct Answer: Leaders listen attentively, speak candidly, and treat others respectfully. They
are vocally self-critical, even when doing so is awkward or embarrassing. Leaders do not believe their or
their team's body odor smells of perfume. They benchmark themselves and their teams against the best.