Early this summer, about 70 Seattle Company of Friends members and Microsoft Corp. employees gathered in an auditorium on the company's Redmond, Washington, campus to meet with a business leader and innovator who'd left Microsoft in 1998. It was the first time Richard Tait, Grand Pooh-Bah for the board game maker Cranium -- and a 2002 Fast 50 winner -- had returned to visit the company since his departure to start his own company. Why'd he come back?

Tait returned to Microsoft to share his Fast 50 story with Fast Company readers -- and to outline what he calls Cranium's "secret sauce." He explained that Cranium's business activity is closely tied to its purpose (to lighten and enlighten), promise (fun moments and memories), and principles (clever, high quality, innovative, friendly, and fun). "His talk was inspiring and touching -- especially because the company was founded around the idea of creating moments," says John Porcaro, a Seattle CoF member and group manager for Microsoft's home and entertainment division's PR and communications team.

Here are some of the ingredients that make up Cranium's "secret sauce":

Have a clear sense of mission. Make it relevant, easy to understand, and something that people are passionate about - and that they can rally around.

Create a culture and celebrate it every day. What makes your culture and organization special? What is the culture that can bring the mission to life? Reinforce that culture. Make it your own.

Don't be afraid to change the rules. In fact, encourage it. The best way to win a game can be to change how it is played. Support and celebrate well-calculated risks.

Hire for smarts and rent experience. Identify candidates for how they think, not what they know. We need folks who can adapt and change quickly. The best idea wins.

Focus on your core competencies. Know what you're good at. Don't burden or blur the organization's focus.

Your customers are your sales force. Cranium's success has been built on word of mouth as a marketing vehicle. Craniacs fuel our growth, and every interaction they have with the company must result in a sense of delight, enthusiasm, and pride.

Beware of the giant hairballs. Identify the issues and dynamics that could crater your business. Anticipate them and mitigate surprise.

Be a company with a heart. Give back as your company does well. The Cranium fund has given more than $700,000 to after-school arts programs for at-risk youth.

Lead by example. I try to lead with speed, passion, and a sense of discovery. Orville Wright did not have a pilot's license. Give employees the freedom and empowerment to embrace and apply those qualities.

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