Discover the values and principles that define who we are and guide how we work together.
It’s the essence of what makes Twilio, “Twilio.” It’s a system that defines who we are, what we stand for, and guides how we work together.
The Magic is made up of 4 values. These things never change. No matter our scale, structure, or strategies, these are who we are at our core. We also have principles that support these values. They’re lessons and tools we rely on, growing and evolving as we do, that help us truly embrace and live our values.
We love hard problems and believe in the indomitable power of people's ability to create a better world through ingenuity and resourcefulness. We reject the “can’t be done” attitude and believe bold ideas and fearless iteration can resolve the most challenging problems for our customers and the world they operate in.
When deciding what to build, wear the customers’ shoes. Spend time with your customers and work hard to understand the world from their perspective. Build empathy and build with a spirit of hospitality. Earn trust through every interaction.
When there aren’t step-by-step instructions, draw the owl. Embrace the uncertainty, and realize that when we have the opportunity to write the instruction book, that's when we're pushing the boundary. Also recognize that we might not get it right the first time—that's ok, as long as we embrace the iterative nature of creation.
When approaching a problem, start by writing it down. This forces clear thinking and enables effective communication. To get the best results, put in the work to write down your desired outcomes, your decision criteria, and your plan of action; and write down the lessons learned along the way. The aim should be concise, thoughtful, simple writing presented in a productive forum.
When you’ve outgrown the ability for everyone to internalize and be involved in everything you’re doing, divide into well-structured, small teams. Define the teams by the customer served, the mission we serve for the customer, and the metrics that indicate if we're on the right track.
When things get complicated, hard, or even impossible, live the spirit of challenge. Embrace the hard problems. If our ambitions aren’t challenging, we aren’t pushing ourselves enough.
Devon Developer, Software Engineer
Devon Developer, a software engineer with the Web team, lives the Twilio Magic by wearing the customers’ shoes. When requests come in for fixes or updates, Devon always takes the time to consider how her changes can affect our customers’ and users’ experience on the website. She wears the customers’ shoes by making sure everything she and her team works on is done for the customers’ benefit.
We take accountability and see things through. We take the long view, sweat the details, and think about how our work makes Twilio better every day. We recognize that we and others do our best work when we feel both empowered and accountable for outcomes.
When you are taking ownership, earn trust, it’s the #1 thing we sell. Know your stuff; do what you say you will do, and focus on the interests and needs of others, not just your own. Trust is a bank account you make deposits into for long periods of time, and hope not to make withdrawals.
When you are making decisions that will have a lasting impact, think long term. Consider how the problem you’re owning will evolve over time, and take actions now that the future will thank you for later.
When given the opportunity to weigh in on a big decision, have a point of view. Put in the effort needed to understand the issues and to formulate the recommendation on the best path forward, and be bold and clear in how you communicate your thoughts to others.
When spending company resources, be frugal. If we can do more with less, we can do more. Ensure that everything we spend time and money on benefits our customers and our mission.
When you are making decisions that will have a lasting impact, think long term. Consider how the problem you’re owning will evolve over time, and take actions now that the future will thank you for later.
When making decisions on where to invest time and resources, ruthlessly prioritize. Prioritization helps break down complex problems, and provides clarity in the face of uncertainty. We can’t do everything, so focus and help others focus on what matters most.
When you see something that needs doing, pick up the trash. Sweat the details and pay attention to the little things. If you pick it up now, you’ll thank yourself in the future.
Devon Developer, Software Engineer
Devon Developer, a software engineer with the Web team, lives the Twilio Magic by thinking long term. When requests come in for fixes or updates, Devon always takes the time to consider how her changes can affect our customers’ and users’ experience on the website. She wears the customers’ shoes by making sure everything she and her team works on is done for the customers’ benefit.
We see ourselves as works in progress. We know that we don’t have all the answers, humbly seek the truth, and strive to get better every day. As individuals, as a company, and in our products we seek continual progress over perfection and acknowledge shortcomings as a matter of fact. Progress comes not from avoiding mistakes or hard truths, but learning from them.
When forming and asserting your point of view, be humble. Everybody has something to learn, and everyone you meet has something valuable they can teach you. Recognize that you are a work in progress and don’t hold all the answers; seek to learn from others.
When faced with adversity or unknown, seek the truth. The goal, always, is to find the best possible answer. Ask the right questions, put aside politics and titles and work with others to come to the best answers.
When you feel out of your comfort zone, embrace uncomfortable. Know that in order to grow and change you must be vulnerable, alert and willing to try new things. If you’re uncomfortable, you’re probably doing it right.
When you need to get the best thinking (and energy!) from others, share problems, not solutions. Invite them into the problem rather than just prescribing your version of the solution.
Devon Developer, Software Engineer
Devon Developer, a software engineer with the Web team, lives the Twilio Magic by being humble. When requests come in for fixes or updates, Devon always takes the time to consider how her changes can affect our customers’ and users’ experience on the website. She wears the customers’ shoes by making sure everything she and her team works on is done for the customers’ benefit.
A positron is a positively charged electron. We are genuinely excited to serve and help others. We believe that positive energy is contagious and caring is critical. We seek to be bright spots for the people around us in every interaction, and we stand up and work for what we believe is good and right for our customers, our company, our communities and the world at large.
Be genuine. Be you, complete with quirks and eccentricities, and without facade. We do not fear being different or letting our humanity show, and embrace a diversity of perspectives and ways of thinking.
Empower others. Unleashing human potential in others is the key to our success - it’s the best way to make an impact at scale. Be humble and realize it’s not just about you; invest in others.
Be respectful. Show consideration and regard for others; listen well and be open to input. Being right is not an excuse for being a jerk.
No shenanigans. Be thoughtful; always deal in an honest, direct and transparent way.
When approaching a problem, start by writing it down. This forces clear thinking and enables effective communication. To get the best results, put in the work to write down your desired outcomes, your decision criteria, and your plan of action; and write down the lessons learned along the way. The aim should be concise, thoughtful, simple writing presented in a productive forum.
Ask how you can help. Teams are made of folks who help each other. When somebody needs help, we proactively offer it. And one day when we need help, somebody offers it to us.
Devon Developer, Software Engineer
Devon Developer, a software engineer with the Web team, lives the Twilio Magic by empowering others. When requests come in for fixes or updates, Devon always takes the time to consider how her changes can affect our customers’ and users’ experience on the website. She wears the customers’ shoes by making sure everything she and her team works on is done for the customers’ benefit.
Living the Magic isn’t about using the system perfectly. It’s about trying to embody our values as consistently and as evenly as we can so that all four are in-sync. The magic is in the combination.
We may be acting like an impactful jerk. This means that while we’re taking ownership, acting curious, and consistently building, those around us might feel left out, hurt, or deflated. We may not be seeking out diverse perspectives or giving people the respect they deserve.
When Positron is missing, we’re not doing the “good” in our work that we need to do.
We may be acting like a “Been There, Done That” expert. We’re building solutions, handling problems, and doing good work, but we’re not open to new ideas. We may lack humility and hesitate to take feedback or learn from mistakes.
When Curious is missing, we might be building good momentum, but we’re missing critical turns and adjustments along the way.
We may be acting like a loveable renter. We’re building, we’re curious, and we’re doing good, but we’re not taking ownership of problems. There isn’t much long-term thinking or ruthless prioritization happening.
When Owner is missing, so is our ability to solve problems efficiently and for the long term.
We may be acting like a pontificator. We’re owning problems, staying curious, and doing good in our work, but we’re not actually getting around to building anything.
When Builder is missing, we spend more time thinking about drawing the owl, and less time actually doing it.
The Twilio Magic truly comes alive. This may look different depending on our context, but it’s in balancing our values and embracing them as best as we can that we’re able to truly live the Twilio Magic.
We’re using the Twilio Magic to unlock the imagination of builders everywhere. Join us to do the same.
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