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Question everything. Never blindly accept a premise. Solutions should be sought to problems, not to existing solutions.
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Believe in the idea, or find a new one. If you do not believe in your solution, go back to the drawing board. If you do not believe in the mission, this is not a project for you.
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Research. Do not assume that the best answers are to be found in your own mind. Remember that design is a process.
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Consider not only what you can bring to a project, but what a project can bring to the world. Prioritise socially driven enterprises and projects that you believe will bring about positive change.
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Be honest. Never seek to deceive. With the power to manipulate imagery, comes the responsibility to not manipulate people.
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Elevate the good ideas, they will sell themselves. Do not waste effort manufacturing demand for that which is worthless.
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Collaborate. Exchange ideas and knowledge. Strive to involve a wider community. Cross-pollination will aid the evolution of our work.
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Be mindful of your perspective. Perspective does not equal truth. Be aware, as a viewer, what you bring to the work. Seek diverse viewpoints. Avoid privileging your own perspective.
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Respect human effort. Make any experience one that is worthy of the user’s time and energy.
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Iterate.