Create an experience that's simple, effortless, and delightful.. Attention is the rarest and purest form of generosity.. Make the focus of your work what you can do for people.. Who must you fearlessly become?. Your job is to care about what they want.. What will we learn instead of what will we make?. Whom am I helping?. What business are we really in?. The purpose of building a product or doing any other activity is to create an experiment to reduce uncertainty..