We are building a web application called mytechlog.net.  This is a list of the factors that we are using as guiding principles to steer our entire team to build a great product.


 
Speed
The application has to be super quick.  Speed has to be foremost in our thoughts with whatever we do. Whenever we make a decision we have to think about how speed will be affected. Then we need to look at the results and figure out how to make it quicker again and again.  If we can’t do something in the application quickly we shouldn’t do it at all.
 
Instant
There needs to be ultra simple and quick setup to get a user started and using the product.  What is the bare minimum information we need to get the user signed up and using the product?  Stick to these essentials; anything else can be done later. The same goes for using the app. Take away any faffing about with mandatory setup.  Do only the essentials right away and worry about the options later. The user needs “instant utility.”

Character
The application needs a personality, a voice and a requirement to be both useful AND pleasurable.  The application needs to contain the essence of “us”... We have a particular way of working which isn’t stuffy and rigid.  Our product brand needs to reflect that entirely.

Do Less
Less is more!!  Let’s focus on doing the one thing that our app needs to be able to do and let’s do it perfectly, simply and super quick.  We can worry about the rest later.  We must not over build features.  We must always ask “can I take anything out of this?”

Programmable
We must allow others to connect to our product and add value themselves.  We need to design the product from the ground up with the intention to allow others to connect it to their own products.

Discoverable
The application must have Search Engine Optimisation (SEO) and Social Media Optimisation (SMO) built into it from the ground up.

Simple
 The application must be easy to use, easy to learn and easy to remember.  The ultimate aim is to make the help file redundant.  The user interface is key to achieving this.

Mobility
We need to assume that the application shall ultimately support all mobile devices.  Native applications shall be compatible with very weak signals and shall support offline utilisation.

Reliable
No fail whales please.

Communal
The product shall be configurable and personal to allow users to make it their own.  Users shall be supported through community driven features such as forums, API assistance, blogs, rewards, events, etc....

None of this stuff is new – you will have heard similar ideas a thousand times before and may disagree with some of them.  But it is these elements, as well as no small amount of passion that we are pouring into mytechlog.net

These people have helped shape these beliefs through their products and their teachings.  Thank you for the source of inspiration:
Jason Fried is the co-founder of 37Signals and co-author of Rework.
Joel Spolsky is the co-founder of FogCreek software.
Fred Wilson is a technology Venture Capitalist.