For an example of a fluid progression from values to high-level beginnings of doctrine, consider this published set of business principles from Moore's Cloud, a "smart light" startup based in Australia. Their founder, Mark Pesce, explained that the intent of these principles was both internal and external, being used both to inform internal daily decision-making and to filter (attract or repel) investors by explicitly stating the company's commitment to open ecosystems and transparent business practice. By 'downloading' individuals decision-making guides from key leaders in the organization and then 'uploading' them to the business's guiding source code, Moore's Cloud has reduced huge amounts of unnecessary