The document outlines 10 golden principles for successful web apps: speed, instant utility, voice, less is more, being programmable, personalization, following RESTful principles, discoverability, clean design, and having a playful nature. The principles encourage building apps that load quickly, are immediately useful, speak to users in a natural voice, keep designs simple, allow for programming by others, personalize to individual users, follow REST standards, make features discoverable, emphasize clean design, and incorporate an element of fun.

1. The Ten Golden Principles For Successful Web Apps http://www.flickr.com/photos/teacherdudebbq2/4240414622/

2. Speed http://www.flickr.com/photos/smifcouk/100994583/

3. Instant Utility http://www.flickr.com/photos/drew_makepeace/4303280136/

4. Voice http://www.flickr.com/photos/bitchcakes/3802145158/

5. Less Is More

6. Programmable

7. Personal

8. RESTful http://www.flickr.com/photos/38283735@N07/4074050651/

9. Discoverable http://www.flickr.com/photos/mayaevening/138372058/

10. Clean

11. Playful