Our Principles

These are the principles we come back to every single day. When we don't know how to make a decision, we always come back to principles.

Think 10x

Chef is a collection of people who want to work alongside some of the most ambitious people in the world in solving the most pressing problems in the world. Always think bigger — think about how can we affect the lives of 1B people?

Customer Obsession

We’re here to serve our customers. Go backwards from the customers and obsess after giving them the best experience possible.

Hiring the very best people, mostly generalists

If enough smart people are in a room together, we'll figure it out. Hire slow rather than to "fill a role."

Meritocracy to find the truth

Simple: the best idea wins. In each meeting, we’ll have discussions to distill the decision we’re making to the fundamental truths of the human condition or physics and then build back up. Always discuss the idea not attack the speaker.

Radical transparency

No passive aggression. If someone isn’t doing something right, tell them. Be brutally honest with feedback and don’t sugar coat anything.

Bias for action

We're a company of executors and doers. Rather than asking your manager for permission to see if an idea is worth doing, execute it and then show her what you made. Your manager is not here to tell yourself what to do. The reason we hire smart people is not to tell them what to do; it's so that they can tell us what to do.

Growth mindset

A company that doesn’t grow, dies. This is especially true for items that are “important but not urgent. Over 10 years, 1% improvements and actions lead to massive exponential increases. Practice continuous improvement.

Learning and and curiosity as individuals

Always ask why, why, why? Break things down to the first principles and then build back up. Never accept dogma and always err on asking more questions than less.


Always ask: "how could I accomplish what I'm trying to with 10x less money?"

A team of long term thinkers

It takes 10 years to build something great and that’s true to build world changing companies. Never let short term thinking get in the way of the compounding "snowball effect" that accumulates over the long term.

Showing up

Companies that don't die long enough, succeed. Small steps grow on top of each other until they exponentially grow on top of each other for massive growth.


Have just enough and mo more. Constantly simplify and remove, remove, remove.

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