1. Build web products that meet audience needs: anticipate needs not yet fully articulated by audiences, then meet them with products that set new standards.
2. The very best websites do one thing really, really well: do less, but execute perfectly.
3. Do not attempt to do everything yourselves: link to other high-quality sites instead. Your users will thank you. Use other people's content and tools to enhance your site, and vice versa.
4. Fall forward, fast: make many small bets, iterate wildly, back successes, kill failures, fast.
5. Treat the entire web as a creative canvas: don't restrict your creativity to your own site. Look at "One Big Weekend".
6. The web is a conversation. Join in. Adopt a relaxed, conversational tone. Admit your mistakes.
7. Any website is only as good as its worst page. Ensure best practice editorial processes are adopted and adhered to.
8. Make sure all your content can be linked to, forever.
9. Remember your granny won't ever use “Second Life”. She may come online soon, with very different needs from early-adopters.
10. Maximise routes to content: Develop as many aggregations of content about people, places, topics, channels, networks & time as possible.  Optimise your site to rank high in Google.
11. Consistent design and navigation needn't mean one-size-fits-all:  Users should always know they're on one of your websites, even if they all look very  different. Most importantly of all, they know they won't ever get lost.
12. Accessibility is not an optional extra. Sites designed that way from the ground up work better for all users
13. Let people paste your content on the walls of their virtual homes. Let users take nuggets of content with them, with links back to your site
14. Link to discussions on the web, don't host them. Only host web-based discussions where there is a clear rationale
15. Personalisation should be unobtrusive, elegant and transparent: After all, it's their most personal data. Best respect it.