The principles he's talking about here is how vB was origionally created, and how xF has been (from what I know and have seen). http://bigthink.com/ideas/18522 The "getting in to it" he's talking about is known as flow , though none of it is really that revolutionary as DeMarco and Lister wrote about it ages ago in a book everyone in tech should read. http://www.amazon.com/Peopleware-Productive-Projects-Teams-Second/dp/0932633439 Though it's good to see it getting more air time and start ups just having the people who actually create things and shedding useless, pointless and typically self interested and destructive management. It's something I feel quite passionate about and am starting my own place with a few others now on the same principles, as well as trying to rid places of "management" roles and appointed leader roles as I go. Lots of places are shedding management now I'm glad to see, realising the pointlessness of people who don't actually do the work trying to make decisions on it.