Principles Manifesto

Last updated on September 1st, 2021.

We shall name our ‘values’ principles because a value implies a belief, while a principle, more importantly also implies behavior.

Our principles describe concrete behaviors through “I-statements” so that they are clear to everyone who works at the company and they act under them.

Our principles are put in place to support our vision.

Our vision is to “Become the leading marketing data enabler on Salesforce AppExchange.”

The founders have the final responsibility for achieving our vision, and as such, the founders must carefully design our principles.

Principles are subject to change if they are found inadequate to support our vision or our vision itself has changed.

We shall achieve our vision by:

  • Building an excellent segmentation solution that offers the important requirements that customers want
  • Growing an impressive customer base who praise us through customer success testimonials
  • Being the first solution that partners – foremost Salesforce itself – think about when asked by clients about segmentation in SFMC

Our principles, that will help us achieve our vision, are: 

  1. Trust
  2. Personal Responsibility
  3. Customer Experience
  4. Continuous Improvement
  5. Adaptability


Trust, because:

  • Customers trust our solution to handle their precious and often sensitive customer data.
  • Building long-term relationships and customer success will require transparency and trust between parties.
  • It will be critical that partners trust us to recommend us to their client portfolio.
  • By reflecting Salesforce #1 value, we align ourselves with Salesforce values and culture.

Trust translates into the following behaviors:

  • I treat colleagues on equal terms and respectfully expect them to do the same with me 
  • I ask my colleagues for advice and to trust their knowledge 
  • I speak the truth or admit uncertainty, even if there’s no short-term gain
  • I socialize to build more trust
  • I do things in a way that will make me proud in the future
  • I express my appreciation when it’s due
  • I act as a trusted advisor towards our customers
  • I come through on my promises towards customers, partners, and colleagues
  • I provide candid feedback to my colleagues (including the Founders, employees, contractors, interns, or anyone else who works directly for our company).
  • I tell others when I have a professional/personal issue that may affect my work
  • I directly address a colleague who I think is not living up to our company’s vision or principles. If that does not work, I address my concern to those persons in the organization whom I think can best improve the situation.
  • I share and celebrate major achievements with my colleagues.
  • I communicate my availability or lack thereof with the people I work with so they do not experience unnecessary hindrance.

Personal Responsibility

Personal Responsibility, because:

  • Building a qualitative segmentation solution that offers many features, while making sure customer data is safe, requires a strong work ethic.
  • Displaying strong responsibility will give our customers and partners confidence.
  • Personal responsibility means persons working for our company stand for what they say when they communicate with customers.
  • Partners will value collaborating with us knowing there is a person who is responsible for them and the solution.

Personal Responsibility translates into the following behaviors:

  • I know and understand the company’s vision 
  • I take responsibility for my wins and failures
  • I regularly reflect on the priorities of our company and align my tasks with that
  • I deliver on my commitments and stick to my word
  • I am personally responsible for suggesting new ideas
  • I attend meetings on time and am prepared 
  • I keep track of our planning
  • I make sure colleagues can reach me
  • I hold others accountable for their commitments
  • I help my colleagues to achieve shared goals 
  • I aim to achieve the sprint goals
  • I make sure others understand when I explain something, by letting them rephrase it in their own words
  • I share my perspective on an issue when it could benefit the company, especially if this perspective conflicts with what others may think or say
  • I do what’s best long term, taking second and third-order consequences of decisions into account

Customer Experience

Customer Experience, because:

  • Customers are strongly influenced by our solution AND their experience with our company when making a purchase.
  • Our solution aims to be intuitive and user-friendly, making it a great experience to use.
  • Our solution does not end with our product, it’s also how we interact with our customers in other ways, such as support, our support portal, customer success meetings, additional sales opportunities, and so on.
  • Our partners will also be more likely to recommend us if they had a great experience with us.

Customer Experience translates into the following behaviors:

  • I can clearly articulate DESelect’s vision to customers and partners 
  • I understand customers and partners are our advocates
  • I provide the best possible experience for customers and partners 
  • I try to understand the perspective of our customers and partners as well as I can by asking questions
  • I behave politely and professionally when interacting with customers or partners
  • I expect customers to treat me with respect as well
  • I learn from how other companies deliver great customer experiences 
  • I verify my work is of high quality before exposing a customer or partner to it 
  • I learn about Salesforce Marketing Cloud to better understand our customers and partners 
  • I share my opinion of DESelect’s features with the team lead
  • I make friends with the customers and partners I interact with
  • I provide a customer or partner with the information he or she needs on time
  • I clearly explain myself to customers and partners and always communicate concisely and professionally
  • I act as a strategic partner who helps think of the added value we bring to the customer
  • I build product functionality that provides the best possible customer experience

Continuous Improvement

Continuous improvement, because:

  • If we continue making small improvements, they add up and return exponential results
  • Both we as people and we as a company should keep on learning and growing
  • Things are always changing. What worked yesterday may not work anymore today

Continuous improvement translates into the following behaviors:

  • I look back at my performance and think about how I can improve
  • If I have ideas for improvements on existing or entirely new products, I share them with the team
  • When I see something in the company that can be improved, eg. a process inefficiency, I report it to management or the team, ideally with a proposal for a solution
  • I actively participate in the sprint retrospective and say what I think went well or not well and how we can improve
  • When reviewing other peoples’ work, I put remarks in the bigger picture / broader context / general rules so the other person can avoid similar issues next time
  • I learn something new at work every day
  • I seek to implement my learnings into my work
  • I improve my personal life and habits
  • I define my path for continuous improvement within DESelect
  • I set deadlines for myself and team members
  • I carefully read and try to understand my colleagues’ comments and feedback
  • I seek to solve issues rather than blame myself or others
  • I ask questions when I don’t understand something
  • I try to avoid making the same mistakes and learn from them
  • I attend meetings that are designed to learn new things, such as the Lightning Talks


Adaptability, because:

  • The survival of the fittest principle applies in our industry (MarTech) because change happens extremely fast
  • Flexibility is needed in a dynamic (startup) environment, eg. in work hours, product development, and positioning in the market.

Adaptability translates into the following behaviors:

  • I can take up different kinds of tasks during a day, but focus on them one at a time
  • I can adapt to new situations and help my colleagues adapt as well 
  • I adapt our product, services, and the way I interact with customers and partners as the situation requires 
  • I adapt to the right communication channels 
  • I understand my team members’ schedules and adapt my working time as the team needs it, eg. what’s needed for hitting deadlines or fixing urgent bugs
  • I assess every situation in its right context
  • I simply accept it when bad things happen that are completely out of my control and just carry on 
  • I slow down and plan 
  • I try new tools and inform the team if I think they are useful
  • I adapt our product roadmap based on customer needs and insights
  • I’m open and willing to switch to new technologies

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