Sublime

Less but better.

Identifying and communicating the broadest guiding values. For example, achieve community consensus, honor functionality over aesthetics, and make sure the product is fun to use. Identifying and communicating the most specific outcomes. For example, the product can’t be orange; it must be rechargeable in a half-hour, weigh less than 13 ounces, and

constantly look for things to remove, simplify, and streamline. Be a curator. Stick to what’s truly essential. Pare things down until you’re left with only the most important stuff. Then do it again.

2. It solves a problem that a lot of people have in their daily lives.

Everything that needs to be created needs to be designed—not just products and marketing, but processes, experiences, organizations, forms, materials.

chasing after the products and people that strive for excellence.