The original principles, released in the magazine's inaugural issue in July 1998, are:
- Matter. (It matters less.)
- Space. (Distance has vanished.)
- Time. (It is collapsing.)
- People. (They're the crown jewels.)
- Growth. (It's accelerated by the network.)
- Value. (It rises exponentially with market share.)
- Efficiency. (The middleman lives on in "infomediaries".)
- Markets. (Buyers are gaining dramatic new power, sellers new opportunities.)
- Transactions. (It's a one-on-one game.)
- Impulse. (Every product is available everywhere.)