01 — Design is holistic.
We live in a complex world and, as designers, we must understand the big picture to create meaningful experiences.
02 — Design is inspiring.
Design is a powerful tool. It inspires culture changes and brings people together.
03 — Design is empathetic.
We are not designing for ourselves. In order to be relevant and interesting, we must understand what the person is experiencing from within their frame of reference.
04 — Design is teamwork.
Business + designer + people.
Simple as that.
05 — Design is to ask questions.
Let's embrace our ignorance and allow the knowledge surprise us every day.
06 — Design is the path, not the goal.
The end result is just a consequence. It will never be better than the process we went through to get there.