1/ The details matter. Paying attention to the small things is a critical piece of the design process. Asking questions and spending time in research leads to successful outcomes.
2/ Simplicity. More doesn't always equal better. Strategic planning and editing are key to the development of an outstanding product.
3/ Process is golden. Great ideas are ultimately the result of lots of ideas, good, bad and otherwise. Exploration is central to each project.
4/ Status quo has to go. Mediocrity won't fly here. Making things that are "good enough" isn't a worthwhile endeavor. Every project is a challenge to excellence.
5/ Giving back is important. Whether it's sharing time, knowledge or money, giving to others always creates a positive chain reaction.