1. Grab the reigns and innovate if what you want or need fails to exist.
2. Work intimately with those that “consume” the product as it helps to feed the creative process.
3. Interrogate the micro and macro perspectives.
4. Remember that design decisions influence other aspects of the product including its relationship to the user.
5. Great collaboration requires a sprinkle of tension even if it’s as simple as an ongoing debate over the height of the lower case t.