Nike Principles (1978)

1. Our business is change
2. We’re on offense. All the time.
3. Perfect results count – not a perfect process
Break the rules; fight the law
4. This is as much about battle as about business
5. Assume nothing.
Make sure people keep their promises.
Push yourself; push others.
Stretch the possible.
Expect success – always.
6. Live off the land.
7. The job isn’t done until the job is done.
8. DANGERS:
Bureaucracy
Personal Ambition
Energy takers vs. Energy givers
Knowing our weaknesses
Don’t get too many things on the platter
9. It won’t be pretty.
10. If we do the right things, we’ll make money damn near automatic.

via brandtarot

PS> Here's Scott Bedbury's version