Because they are hard, because that goal will serve to organize and measure the best of our energies and skills, because that challenge is one that we are willing to accept, one we are unwilling to postpone and one.
Most companies are looking to “wow” with their products, when in reality what they should be looking for is an “of course” reaction from their users.
Be fluid. Treat each project differently. Be water, man. The best style is no style. Because styles can be figured out. And when you have no style they can’t figure you out.
I don't start with a design objective, I start with a communication objective. I feel my project is successful if it communicates what it is supposed to communicate