Problem ⎯ The world is full of inefficiencies.  

Mission  ⎯ “Helping people to optimise the world”

1. Optimisation Obsessed 

Optimise for maximum efficiency and performance.

2. Laser Focused 

Keep the main thing the main thing, and eliminate distraction.

3. High Standards 

Great just isn't good enough.

4. Long-Term Thinking 

Make short-term sacrifices for long-term success.

5. Lean & Frugal 

Constraints breed resourcefulness, do more with less.

6. Be Scientific 

Reason from first principles, use data, test and iterate.

7. Go ALL In 

Commit fully, work hard, take initiative, and get things done.

8. Full Transparency 

Be brutally honest and transparent, even if it hurts, it helps.

9. Question Everything 

Ask why and hold nothing sacred in pursuit of the truth.

10. Invent Impossible 

Doesn't exist doesn't stop us from inventing it.