Introduction: Lessons learned from the front row : "Just go talk to the engineers" ; The Finland plan ; When astonishing isn't ; Speed ; The "smart creative" ; A fun project for the two of us ; Pyramids unbuilt -- Culture: believe your own slogans : Keep them crowded ; Work, eat, and live together ; Your parents were wrong, messiness is a virtue ; Don't listen to the HiPPOs ; The rule of seven ; Every tub (not) on its own bottom ; Do all reorgs in a day ; The Bezos two-pizza rule ; Organize the company around the people whose impact is the highest ; Exile knaves but fight for divas ; Overworked in a good way ; Establish a culture of yes ; fun, not Fun ; You must wear something ; Ah'cha'rye ; Don't be evil -- Strategy: your plan is wrong : Bet on technical insights, not market research ; A period of combinatorial innovation ; Don't look for faster horses ; Optimize for growth ; Coase and the nature of the firm ; Specialize ; Default to open, not closed ; Default to open, except when ... ; Don't follow competition ; Eric's notes for a strategy meeting -- Talent: hiring is the most important thing you do : The herd effect ; Passionate people don't use the word ; Hire learning animals ; The LAX test ; Insight that can't be taught ; Expand the aperture ; Everyone knows someone great ; Interviewing is the most important skill ; Schedule interviews for thirty minutes ; Have an opinion ; Friends don't let friends hire (or promote) friends ; Urgency of the role isn't sufficiently important to compromise quality in hiring ; Disproportionate rewards ; Trade the M & Ms, keep the raisins ; If you love them, let them go (but only after taking these steps) ; Firing sucks ; Google's hiring dos and don'ts ; Career: choose the F-16 ; Treat your career like you are surfing ; Always listen for those who get technology ; Plan your career ; Statistics is the new plastics ; Read ; Know your elevator pitch ; Go abroad ; Combine passion with contribution -- Decisions: the true meaning of consensus : Decide with data ; Beware the bobblehead yes ; Know when to ring the bell ; Make fewer decisions ; Meet every day ; "You're both right" ; Every meeting needs an owner ; Horseback law ; Spend 80 percent of your time on 80 percent of your revenue ; Have a succession plan ; The world's best athletes need coaches, and you don't? -- Communications: be a damn good router : Default to open ; Know the details ; It must be safe to tell the truth ; Start the conversation ; Repetition doesn't spoil the prayer ; How was London? ; Review yourself ; Email wisdom ; Have a playbook ; Relationships, not hierarchy -- Innovation : create the primordial ooze : What is innovation? ; Understand your context ; The CEO needs to be the CIO ; Focus on the user ... ; Think big ; Set (almost) unattainable goals ; 70/20/10 ; 20 percent time ; Jonathan's favorite 20 percent project ; Ideas come from anywhere ; Ship and iterate ; Fail well ; It's not about money -- Conclusion: Imagine the unimaginable : From Downton Abbey to Diapers.com ; Who succeeds and who fails in a world of platforms? ; The emergence of the social web (and a start-up called Facebook) ; Ask the hardest questions ; The role of government ; Big problems are information problems ; The future's so bright ... ; The next smart creative.