As designers and creators we assume responsibility to craft products, experiences and things around us - a role better tempered by research and education than one's personal perspective or taste. It's too easy for us to absorb current viewpoint

1. I F _ _ _ _ _ , T H E N _ _ _ _ _

2. V A L I D A T I N G
A F E A T U R E

3. I F _ _ _ _ _ _ _ _ _ _ ,
T H E N _ _ _ _ _ _ _ _ _ _
W E M E R C H A N D I S E O R I G I N A L
C O N T E N T I N A U N I Q U E W A Y
W E C A N I N C R E A S E
S T R E A M I N G H O U R S

5. D E V I L I N T H E D E T A I L S
F O C U S E D O N R E V E N U E
K P I I S K I N G
( K E Y P E R F O R M A N C E I N D I C A T O R )

6. V A L I D A T I N G
A P R O D U C T V A L U E

7. I F _ _ _ _ _ _ _ _ _ _ _ _ _ ,
T H E N _ _ _ _ _ _ _ _ _ _
W E C A N S A F E T LY P R O V I D E C R I T I C A L
F E A T U R E S W H I L E D R I V I N G
W E C A N P R E V E N T A C C I D E N T S

9. V A L I D A T I N G T H E V A L U E
M E A N I N G O V E R M O N E Y
A L L A B O U T S A F E T Y

10. V A L I D A T I N G
A N I N D U S T R Y

11. I F _ _ _ _ _ _ _ _ _ _ _ _ _ ,
T H E N _ _ _ _ _ _ _ _ _ _
C R E A T E A P L A T F O R M T O C O N N E C T
D E S I G N E R S A N D C O M P A N I E S
W E C A N B R I N G G R E A T
D E S I G N T O E V E R Y O N E

13. F E E D B A C K I S E V E R Y T H I N G
L E A R N B E F O R E B U I L D
T H E 1 S T S O L U T I O N I S N E V E R R I G H T