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1. HOW TO BUILD A
MANIFESTO

2. 1
WHAT IS A
MANIFESTO

3. A MANIFESTO
IS A PROMISE

4. A MANIFESTO
IS A PROMISE
TO YOUR
EMPLOYEES,

5. A MANIFESTO
IS A PROMISE
TO YOUR
EMPLOYEES
INVESTORS,

6. A MANIFESTO
IS A PROMISE
TO YOUR
EMPLOYEES
INVESTORS
& CUSTOMERS.

7. IT'S HOW,

8. IT'S HOW, IN THE
LONG TERM,

9. IT'S HOW, IN THE
LONG TERM,
YOU SEE YOUR
BUSINESS MISSION,

10. IT'S HOW, IN THE
LONG TERM,
YOU SEE YOUR
BUSINESS MISSION,
COMPANY CULTURE,

11. IT'S HOW, IN THE
LONG TERM,
YOU SEE YOUR
BUSINESS MISSION,
COMPANY CULTURE,
& IMPACT ON SOCIETY.

12. SOME STARTUPS
ARE ALL ABOUT THE
MISSION.

13. SOME STARTUPS
ARE ALL ABOUT THE
MISSION.
IN BUSINESS TERMS:
MAKE CUSTOMERS HAPPY
=
MAKE INVESTORS HAPPY

15. "This is Day 1 for the Internet and, if we
execute well, for Amazon.com.
Today, online commerce saves customers
money and precious time.
Tomorrow, through personalization, online
commerce will accelerate the very process of
discovery.
Amazon.com uses the Internet to create real
value for its customers and, by doing so,
hopes to create an enduring franchise, even
in established and large markets."

17. "If you can bring real efficiency, real
convenience and real comfort to how you
move around a city, you can change the
way people live in that city."
"The "Uber" way of life is a reflection of
our mission to turn around transportation
into a seamless service and to enable a
transportation alternative in cities that
makes car ownership a thing of the past."

18. Even their culture is about the mission…

19. SOME STARTUPS
ARE ALL ABOUT THE
CULTURE.

20. SOME STARTUPS
ARE ALL ABOUT THE
CULTURE.
IN BUSINESS TERMS:
MAKE EMPLOYEES HAPPY
=
MAKE CUSTOMERS HAPPY

22. Our Philosophy
A commitment to culture and customers has helped
Buffer grow from humble beginnings to now serving
more than two million people every day. Our passion for
support, happiness and quality flow through everything
that we do.
The Buffer Vision
Our vision at Buffer is to build the simplest and most
powerful social media tool, and to set the bar for great
customer support. In addition to these product and
service goals, we have a focus on building one of the
most unique and fulfilling workplaces that exist, by
rethinking a lot of traditional practices.

24. Introducing: Core Values Frog!
The best thing about the Zappos Family is our
unique culture. As we grew as a company, we didn’t
want to lose that culture, and we wanted a way to share
it with all employees and anyone else who touches
Zappos.com.
When searching for potential employees, we’re looking
for people who both understand the need for these
core values and are willing to embrace and embody
them. To help us along, every day, in every situation we
ask ourselves: What would Core Values Frog do . . . ?

25. SOME STARTUPS
FOCUS MORE ON THE
CUSTOMER
SERVICE.

27. "CUSTOMER SERVICE ISN'T JUST A
DEPARTMENT!
We've been asked by a lot of people how we've grown
so quickly, and the answer is actually pretty simple…
We've aligned the entire organization around one
mission: to provide the best customer service
possible. Internally, we call this our WOW philosophy."

29. "OBSESS OVER CUSTOMERS
From the beginning, our focus has been on offering
our customers compelling value. We realized that
the Web was, and still is, the World Wide Wait.
Therefore, we set out to offer customers something
they simply could not get any other way. We brought
them much more selection than was possible in a
physical store, and presented it in a useful, easy-to-
search, and easy-to-browse format in a store open 365
days a year, 24 hours a day. We maintained a dogged
focus on improving the shopping experience. Word of
mouth remains the most powerful customer
acquisition tool we have."

30. SOME STARTUPS
FOCUS MORE ON
BEAUTY.

32. Value #3 - DESIGN IS NOT A LUXURY
Good design means coalescing hundreds of details into a package
that is simple and beautiful. Squarespace strives for excellence in
design within everything we do, and iterates relentlessly in order to
achieve that ideal.
Value #4 - CREATE BEAUTIFUL TOOLS
We believe that we can create products that are not only simple
and powerful, but elegant. Using beautiful tools fundamentally
enhances both work and life.
OUR MISSION
Squarespace's mission is to provide creative tools that help anyone
give a voice to their ideas. From the designers and engineers who
are creating the next generation of web and mobile experiences,
to anyone putting a website together for the first time,
Squarespace provides elegant solutions that set new standards
for online publishing.

34. Freedom of data expression
Query at the speed of thought to perform complex analysis simply
and quickly. Beauty by default, customization by design. We know
that the beauty of BIME lies in what you can produce with it. With
smart defaults, your visualizations and dashboards will not only be
efficient but they will also look gorgeous.

35. SOME STARTUPS
FOCUS MORE ON
HEALTH.

37. We are making it easy for folks to eat and live
better.
We're changing the way America eats and
reconnecting people with their food, one plate at
a time.
We believe the world is a better place when
it's easy for people to eat well.

38. 2
HOW TO BUILD A
MANIFESTO

39. BEGIN WITH
THE END

40. WHAT IF
YOU COULD BUILD AN
AMAZING
COMPANY, WITH
THRIVING EMPLOYEES
& A BIG IMPACT
ON SOCIETY?

41. FIRST,
THINK ABOUT YOUR
BUSINESS
MISSION

42. WHAT IS YOUR

43. WHAT IS YOUR
BIG,

44. WHAT IS YOUR
BIG, HAIRY

45. WHAT IS YOUR
BIG, HAIRY
AUDACIOUS
D

46. WHAT IS YOUR
BIG, HAIRY
AUDACIOUS
GOAL ?
*

47. WHAT IS YOUR
BIG, HAIRY
AUDACIOUS
GOAL ?
*
* your B.H.A.G.

48. A BHAG
IS NOT ALL
ABOUT MAKING
MONEY.

49. A BHAG
ENGAGES
PEOPLE

50. A BHAG
REACHES OUT
AND GRABS THEM
IN THE GUT

51. A BHAG
IS TANGIBLE
ENERGIZING
HIGHLY FOCUSED

52. PEOPLE
GET IT
RIGHT AWAY

53. "MAKE
TRANSPORTATION
AS RELIABLE
AS RUNNING
WATER."

54. "BUILDING
THE MOST
CUSTOMER
CENTRIC
COMPANY IN
THE WORLD."

55. SECOND,
THINK ABOUT YOUR
COMPANY
CULTURE

56. WHAT

57. WHAT
DRASTICALLY

58. WHAT
DRASTICALLY
DIFFERENT

59. WHAT
DRASTICALLY
DIFFERENT
WORKPLACE

60. WHAT
DRASTICALLY
DIFFERENT
WORKPLACE
DO YOU WANT
TO BUILD?

61. EXPLAIN WHY
PEOPLE SHOULD
CHOOSE YOU
OVER OTHER
COMPANIES.

62. A CULTURE IS
NOT BUILD IN
ONE DAY

63. BUT THE BEST
COMPANIES
HAVE AN EARLY VISION
OF WHAT THEY
DON'T WANT
TO REPLICATE

64. A MANAGEMENT
STYLE

65. A PROMOTION
POLICY

66. DAY-TO-DAY
WORK
RELATIONSHIPS

67. THE ROLE OF
THE CEO

68. "BE A CEREAL
ENTREPRENEUR.
EVERYONE IS CREATIVE.
THINK SCARY BIG.
VOLUNTEER FOR
IMPOSSIBLE SITUATIONS.
GET SHIT DONE."

69. "CHOOSE
POSITIVITY AND
HAPPINESS.
YOU STRIVE IN
APPROACHING THINGS IN A
POSITIVE AND OPTIMISTIC
WAY.YOU AVOID CRITIZING
OR CONDEMNING TEAM
MEMBERS OR USERS."

70. LASTLY,
WRITE FROM THE
HEART
& REFINE WITH
STYLE

71. A MANIFESTO IS
NOT A CORPORATE
DOCUMENT.

72. A MANIFESTO IS
NOT A CORPORATE
DOCUMENT. IT'S A
PROMISE
COMING FROM
THE HEART.

73. FOCUS ON THE MOST

74. FOCUS ON THE MOST
MEANINGFUL,

75. FOCUS ON THE MOST
MEANINGFUL,
THOUGHTFUL,

76. FOCUS ON THE MOST
MEANINGFUL,
THOUGHTFUL,
HEARTFELT

77. FOCUS ON THE MOST
MEANINGFUL,
THOUGHTFUL,
HEARTFELT.

78. A FEW

79. A FEW WELL-CHOSEN
WORDS

80. A FEW WELL-CHOSEN
WORDS HAVE MORE

81. A FEW WELL-CHOSEN
WORDS HAVE MORE
IMPACT

82. A FEW WELL-CHOSEN
WORDS HAVE MORE
IMPACT
THAN A LONG
PARAGRAPH.

83. NOW

84. THINK
BIG

85. BE
HAIRY

86. SCARY
AUDA
CIOUS

87. B.H.A.G