Principles, not product. Ev didn't just announce a new service. He unveiled something bigger: Twitter's corporate principles. Though the lion's share of attention fell on @anywhere, Twitter's new service, it should have fallen on Twitter's new principles instead. Principles, not products, are really what make organizations different, unique, better. "Don't be evil": we've seen just how disruptively powerful those three words can be (and, conversely, how costly it can be to backtrack on them). Product announcements are interesting, sometimes — but the real action's in principles announcements, because they define and shape how organizations think, reason,and act.
How is Twitter (or Facebook, or Foursquare) going not merely to "beat" its rivals today — but consistently, decisively outperform them? Not merely with a single product or service, but with the principles from which awesome stuff flows.
Be a force for good. That's Twitter's new foundational principle — and it's interesting because it takes Google's foundational principle and does it one better. Will Twitter live up to it? Perhaps. What's important about it is how it focuses Twitter, as we discussed, on creating real, meaningful, sustainable value. That's something 95% of organizations can't do — but increasingly, exactly what people, communities, and society demand.
Openness as a survival strategy. I asked Ev about why Twitter's been focused on openness, and his response was that it's a "survival strategy." New ideas, new concepts, new applications — all flow to open organizations. That's a great way to express the point that for next-gen organizations, openness is now table stakes: fail at it, and you're not even in the game.
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