This is an oldie from Julie Zhou, but it’s a timeless message about the value of good (i.e. actually useful) design principles.
See also what she said on this podcast episode:
When push comes to shove and you have to make a trade off, how are you, in those moments, as a team or a company going to prioritize? What are you going to care about the most? Good values will be controversial in that respect because it’s something that another company might have made a different decision than you.