Product Principles - What Advice Would You Give to a Product Leader?

What advice would you give a product leader at an early stage in defining what the product principles should be for their company? You'd want to hatback here to what your company's foundational goals and values are. The other thing, i think, is the principle should be something that you are able to repeat very quickly and smoothly and facilitate. In the absence of any sort of leg broad or directive, people sould just be able to a line around them and know what they should be doing.