It begins with this idea: Your company is a product. Yes, the things you make are products (or services), but your company is the thing that makes those things. That’s why your company should be your best product.

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You just can’t bring your A game to every situation. Knowing when to embrace Good Enough is what gives you the opportunity to be truly excellent when you need to be. We’re not suggesting you put shit work out there. You need to be able to be proud of it, even if it’s only “okay.” But attempting to be indiscriminately great at everything is a foolish waste of energy.

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Don't be afraid to show your flaws. Imperfections are real and people respond to real. It's why we like real flowers that wilt, not perfect plastic ones that never change. Don't worry about how you're supposed to sound and how you're supposed to act. Show the world what you're really like, warts and all.

Questions you can wait hours to learn the answers to are fine to put in an email. Questions that require answers in the next few minutes can go into an instant message. For crises that truly merit a sky-is-falling designation, you can use that old-fashioned invention called the telephone.

Release yourself from the 9am-to-5pm mentality. It might take a bit of time and practice to get the hang of working asynchronously with your team, but soon you’ll see that it’s the work — not the clock — that matters.