１．Think and act in the customer's position.
２．Predict customer's wishes and prepare.
３．Before shareholders is society, before society employees and before employees customers.
４．We propose competitive products.
５．In-house, the next process is the customer.
６．Put the core of management in people (customers, employees, stakeholders etc).
７．Make cheap and good things in a timely manner with few man-hours.

１．Take everything seriously.
２．Think seriously about everything.
３．Act with honesty always.
４．No luxury, do not buy it.
５．Glass management (tell everything to employees).
６．Cherish "basics" always.
７．Always aim for growth (maintaining the current status is backwards).
８．Thoroughness of equality and impartiality.
９．Act in the spirit of independence and self-reliance.
１０．Aim for trusted people.
１１．Three present-principles move (on-site, reality, in-kind).