If your opposing value isn't a meaningful position by anyone else in your industry, then it's useless.

Great Design is About Values

The biggest mistake I see designers make when building a brand for their company, a culture for their team, or foundation for their product is to focus on principles . They pile together a few basic words like: "Simple, Helpful, Beautiful, Intentional." Guess who else shares these principles? Everyone.

Principles are... See more