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Sweet Simple Execution

• Think end to end. Simplicity relates to the entire customer experience.
• Say no. Kill features and services that don’t get used, and optimize the ones that do.
• Specialize. Focus on your core competency, and outsource the rest.
• Focus on details. Simple is hard, always reduce clicks, messages, prompts, and alerts.
• Audit constantly. Constantly ask yourself, can this be done any simpler?