Part of company culture is path-dependent. It’s the lessons you learn along the way.
Cultures aren’t so much planned as they evolve from that early set of people.
Obsess about customers, not competitors.
In Seattle you haven't had enough coffee until you can thread a sewing machine while it's running.
I'm not saying that advertising is going away. But the balance is shifting. If today the successful recipe is to put 70 percent of your energy into shouting about your service and 30 percent into making it great, over the next 20 years I think that's going to invert.
If you're not stubborn, you'll give up on experiments too soon. And if you're not flexible, you'll pound your head against the wall and you won't see a different solution to a problem you're trying to solve.