Criteria that govern every decision.
These four principles determine what we diagnose, what we build and when we consider the work finished. They are tested in concrete decisions.
Coherence
Every decision is assessed by its effect on the whole. An improvement that breaks another layer is not an improvement.
Identity
Identity decides what comes in and what is discarded. A trend comes in when it makes sense for the brand, not when it makes sense for the market.
Evidence
An observation opens a hypothesis; it does not close it. It is tested against product, costs, history and channel before it is called a cause.
Responsibility
A decision that cannot be executed is not a decision. Owners, resources, margins and deadlines, defined.
Transfer of criteria.
It is not a fifth principle. It is what the four produce when they operate together.
The team takes part in the decisions and understands why they are made. It leaves with the tools to resolve the next ones without us.
The work ends when the team can sustain the system with its own criteria.
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