Keep it Simple

Simplicity is a key to success. Simple processes are processes that get followed.  Simple tools are tools that get used.  Simple improvements are improvements that yield results soon.  Complexity adds overhead.

Just enough process

In a rapidly changing environment, processes need to be nimble.  And that means having the minimal amount of process to achieve a goal. 

Quality means value

True quality comprises those attributes that will encourage your customers to seek you out instead of going to your competitors.  This means providing value your competitors don't have.  For commodity software products, it can mean producing and maintaining your software at lower cost. 

Improve constantly, in small steps

Large process changes can be disruptive, and often fail before they've been given time to succeed.  The best way to improve the development process is to do so in tiny steps, with a high chance of success, and to do so often.