As I have mentioned many times in the past, when you are dealing with young puppies there will be many times where you have to ignore "rules" because of the inevitable emergency situations that crop up - a puppy that's sick and needs to be picked up, a puppy that's being attacked by other puppies, a puppy that needs to go outside NOW, etc. For this reason, we recommend teaching puppies concepts, not rules, until they are about 5 months old. Only then do we feel that our puppies have the physical and mental wherewithal for us to maintain rules in a consistent fashion.
If you try to impose rules on puppies that are just too young, at best the puppies will form negative feelings about you and interacting with you. At worst, you will run into one of the aforementioned "emergencies" and fail to enforce the rule, which will put the undesirable behaviors on a variable schedule of reinforcement. This will create INCREDIBLY durable "bad" behaviors that will be a bear to train out later. Trust me; you do not want this.