The following are 5 unconventional principles to keep in mind when growing your company, according to Jay Simons of Atlassian. 1. Build on the backbone of product-led growth. Don’t scale your manpower - instead, focus on building a remarkable product that brings people to your company. 2. Launch a 2nd product early on and learn when to let go. Sometimes, new upstarts will enter your market. Believe in your company and keep your offerings fresh instead of dwelling on the competition. 3. Hand over the reigns to channel partners. Hiring your own sales people might be tempting, but building channel partnerships will allow you to grow with greater velocity. 4. Defer a play for enterprise. Keep things simple and try to improve on your current task rather than jumping to the next potential project. 5. Put a premium on first-principles culture. Don’t settle for less than you’re expecting, and be prepared to lose customers along the way - it will be worth it.