— Own your data, content, metadata and your identity. — Publish data for humans first, machines second. — Scratch Your Own Itches. Make tools, templates, etc. for yourself first. — Use what you make! — Document your stuff. — Open source your stuff! — UX and design is more important than protocols, formats, and data models. — Build platform agnostic platforms. — Longevity. Build for the long web. — Plurality. — Have fun.