Product should allow people to see, understand, and act with confidence.
Product is made NOT because of the designer's need, but to help user complete their task.
Every details matters, Ensure that the solution will be delivered at the highest level of craftsmanship.
Eliminates low-efficiency design of a product through establishing high-quality work standard that are made specifically for scale.
Every builder should be provided with a set of standard to work with. Encourage systematic creative collaboration.
Every practices / solution should be globally understandable. Offering the right context at the right place, at the right time.