Product Principles

Product principles are the foundational beliefs and guidelines that shape the approach to product development, design, and management within an organisation. They reflect the core values and strategies that guide decision-making throughout the product lifecycle.

Purpose

The purpose of product principles is to ensure that product development efforts are aligned with the organisation's strategic goals and user needs. These principles serve as a compass for product teams, helping them make consistent, informed decisions that drive the creation of successful products.

Format

Product principles are usually presented as a concise list of statements or maxims. Each principle is clearly articulated to convey its underlying value and implications for product development practices.

Examples

Slack

Don’t make me think
Be a great host
Prototype the path
Don’t reinvent the wheel
Make bigger, bolder bets

SVPG

There’s a difference between the best and the rest: We believe there’s a big difference between how the best companies create products and how most companies create them, and we are dedicated to evangelising the practices of the best.
Been there, done that: We are not theoretical consultants or academics; we are all proven Silicon Valley senior executives, recognised leaders and practitioners in our roles with leading companies in our industries. We openly share lessons from both our successes and failures.
We know how great products are built: We know how to create innovative, industry-defining products, and we are committed to helping you create innovative products your customers love.
We measure our success by yours: Our goal is to have every company we work with come away feeling inspired, empowered, energised and well-equipped to meet the challenges of product development. We also want you to feel like you have found a trusted friend and advisor, that truly cares about your success.
Tech companies are different: We believe high-tech companies are fundamentally different from others. We’re deeply immersed in the best practices and techniques of leading Silicon Valley companies and evangelise them to tech companies all over the world, and focus exclusively on the product organisations of those companies.
We pay it forward: We have each enjoyed the success that comes from being a part of very successful companies, and it’s important to us that we give back to our community and industry by sharing openly and generously through our writing, teaching, coaching and personal relationships.
We teach you to fish: When we engage with your company, we are not trying to convince you to let us do the work for you, and we don’t pass you off to someone less experienced. Instead, we work directly and personally with you and your team to teach, advise and coach you to current and future success.
The whole is greater than the parts: We have a holistic, unified view of product creation. Our perspective spans product strategy, product management, product design, product development process, product architecture and engineering, and product marketing. Each one of us understands the value and role of the others’ areas, and we all work to ensure that all parts of your product organisation are working together effectively. Furthermore, access to any one of us gives access to all of us, as we consult with each other regularly to provide the benefits of a one-stop shop for product development.
From the boardroom to the break room: We engage with all levels of your company, from the CEO to your people on the front lines. What’s more, we believe this multi-level alignment is essential to both understanding the dynamics of your company, and helping to drive the necessary changes.
We keep it real: We are all about substance. Our advice is relevant, actionable and effective; never generic or superficial. In all cases, we expect immediate results, and we work to make a real and positive impact on your company and your products.

Shopify

Be Great for Crafters: Prioritise retaining the talent of builders, understanding their indispensable value to the company.
Anti-Status Quo Bias: Strive to improve continuously, challenging the status quo to enhance customer experiences.
Subtraction: Recognise that true subtraction often requires founder-level authority, focusing on what genuinely adds value to avoid overcomplication.

Anti-patterns

Lack of Clarity: Vague or overly broad principles that don’t guide behaviour or decision-making effectively.
Misalignment: Principles that are not aligned with the actual practices or behaviours within the organisation.
Tokenism: Treating principles as a tick-box exercise rather than living guidelines that inform everyday decisions and actions.