The first great geek norm, which is epitomized by Will Marshall’s journey from NASA to Planet, is speed: a preference for achieving results by iterating rapidly instead of planning extensively. Ardine Williams’s experience early in her time at Amazon illustrates the second norm, which is ownership. Compared to industrial-era organizations, geek companies have higher levels of personal autonomy, empowerment, and responsibility; fewer cross-functional processes; and less coordination. Doug Bowman left Google because that company decided to make design decisions based not on judgment or
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