Twilio Magic

Discover the values that define who we are and the principles that guide how we work together to create the Twilio Magic. The Magic is our core operating system and the blueprint for how Twilions meet challenges and empower each other to innovate.

We are Builders

We love hard problems. We believe in people’s indomitable power to create a better world. We do this through ingenuity and resourcefulness. We reject the “can’t be done” attitude. We believe that we can resolve our customers’ most challenging problems with bold ideas and fearless iteration.

Wear the customers’ shoes

As a builder, the most important thing to know is who your customer is and what problem they need you to solve. Builders are obsessively customer focused. The customer is the north star that enables you to prioritize and recenter when you get lost along the way.

Wear the customers’ shoes when deciding what to build. Spend time with your customers. Work hard to understand the world from their perspective. Build empathy and build with a spirit of hospitality. Earn trust through every interaction.

Draw the owl

When you're building something that doesn't exist, there's rarely an instruction book. Builders are inspired, not frightened, when faced with the unknown. That’s what makes our work exciting!

Draw the owl when there aren't step-by-step instructions to follow. Embrace uncertainty. We are pushing boundaries when we write the instruction book. Recognize that we might not get it right the first time. That's okay, as long as we embrace the iterative nature of creation.

Write it down

Write it down when you start approaching a problem. This empowers you with clear thinking and enables effective communication. To get the best results, put in the work to write down your desired outcomes, your decision criteria, and your plan of action. Write down the lessons learned along the way. The aim should be concise, thoughtful, simple writing presented in a productive forum.

Organize into small teams

We build best when we are connected to our customer, clear on our mission, and empowered to make decisions and move fast. When teams get too big, the people in those teams tend to lose touch, focus, and autonomy. What typically happens is people move further away from the customer and the problem.

Organize into small teams. Define the teams by the customer served. Define the mission we serve for the customer and the metrics that show that we're on the right track.

Live the spirit of the challenge

Builders love hard problems. Hard problems are the gold of business, and solving them is why we get paid. Anyone can pick the low hanging fruit.

Live the spirit of challenge when the problem gets difficult. If our ambitions aren’t challenging, we aren’t pushing ourselves enough.

Learn cheap lessons

Build measurable experiments to learn cheap lessons when you build prototypes or come up with a new idea. Clearly define what must prove true for your idea to work. Design experiments so that you can measure the results. Use the results to learn as quickly and cheaply as possible. If you reach a dead end, know that this has an inherent value to our business. We get better with each iteration of an idea.

We are Owners

We take accountability and see things through. We take the long view, sweat the details, and think about how our work makes Twilio better every day. We recognize that we do our best work when we feel empowered and accountable for outcomes.

Trust is the #1 thing we sell

When taking ownership, earn trust—it’s the #1 thing we sell. Know your stuff. Do what you say you will do, and focus on the interests and needs of others, not only your own. Trust is a bank account you make deposits into for long periods of time and hope not to make withdrawals.

Think long term

When solving a problem, it can be tempting to focus only on the here and now and make quick decisions for a quick fix. Owners make decisions that create the best long-term outcomes.

Think long term when you are making decisions that will have a lasting impact. Consider how the problem you’re owning will evolve over time. Take actions now that you’ll be thankful for later.

Have a point of view

Have a point of view when given the opportunity to weigh in on a big decision. Put in the effort needed to understand the issues and to develop recommendations on the best path forward. Be bold and clear in how you communicate.

Ruthlessly prioritize

Ruthlessly prioritize when making decisions on where to invest time and resources. Prioritization helps break down complex problems and provides clarity in the face of uncertainty. We can’t do everything, so focus and help others focus on what matters most.

Be frugal

Be frugal when spending company resources. If we can do more with less, we can do more. Ensure that everything we spend time and money on benefits our customers and our mission.

Pick up the trash

Great owners don’t let their house get filled with trash. They don’t think "that’s someone else’s job." They help out wherever and however they can.

Pick up the trash when you see something that needs doing. Sweat the details and pay attention to the little things. You’ll thank yourself later if you pick it up now.

Disagree and commit

Disagree and commit when making decisions as a team. Have honest, open, and respectful debate to get to the best decision. Be a committed supporter once the decision is made, even when the decision doesn’t go your way.

We are Curious

We see ourselves as works in progress. We know that we don’t have all the answers, so we humbly seek the truth and strive to learn from our mistakes. As individuals, as a company, and in our products, we seek continual progress over perfection. Progress comes not from avoiding mistakes or hard truths, but from learning from them.

Be humble

Be humble when forming and asserting your point of view. Everyone has something to learn. Everyone you meet has something valuable they can teach you. Recognize that you are a work in progress and don’t hold all the answers. Seek to learn from others.

Embrace the uncomfortable

Embrace the uncomfortable when you feel out of your comfort zone. In order to grow and change, you must be vulnerable, alert, and willing to try new things. If you’re uncomfortable, you’re most likely doing it right.

Seek the truth

Seek the truth when faced with adversity or the unknown. The goal is to always find the best possible answer. Ask the right questions. Put aside politics and titles and work with others to come to the best answers.

Share problems, not solutions

Share problems, not solutions, when you need to get the best thinking and energy from others. Invite them into the problem rather than prescribing your version of the solution.

Seek progress over perfection

Seek progress over perfection when you feel stuck in the middle of a complex problem. Experiment through constant testing, user feedback, and iteration. This helps progress your ideas. Choose iterative progress over designing the perfect solution that no one uses.

We are Positrons

We are genuine in our drive to help and empower others. We believe that caring is critical. We ask how we can help. We stand up and work for what we believe is good and right for our customers, our company, our communities, and the world at large.

Be genuine

Be genuine. Be you, complete with quirks and eccentricities. It's okay to drop the facade. We do not fear being different or letting our humanity show. We embrace diverse perspectives and ways of thinking.

No shenanigans

No shenanigans. Be thoughtful. Always deal in an honest, direct, and transparent way.

Empower others

Empower others. Unleashing human potential in others is the key to our success. It’s the best way to make an impact at scale. Be humble and realize it’s not just about you. Invest in others.

Be anti-racist

Be anti-racist, which is an umbrella term also referred to as anti-oppression or anti-bias. Being anti-racist means actively opposing racism, oppression, bias, and discrimination and actively promoting equity for all communities.

Be respectful

Be respectful. Show consideration and regard for others. Listen well and be open to input. Being right is not an excuse for being a jerk.

Ask how you can help

Ask how you can help. Teams are made up of folks who help each other. When somebody needs help, we proactively offer it. And when we need help, somebody offers it to us.