1. It's Always Personal
People are not mute, passive subjects upon which design exerts its ‘force’. 
The bedrock of design excellence is empathy and inquiry.

2. Technology is Society
Technology's capacity for innovation is determined by its social environment. The social and the technical are indivisibly combined.

3. More with Less
Sustainable development corresponds to maximum impact with minimum means, for the greatest duration of time, for as many as possible, while causing the least harm.

4. Cradle to Cradle

Each project is merely a temporary assemblage of material and energy resources, ultimately belonging to circular, closed-loop systems.

5. Loosely Coupled Systems
Modularization affords resilience by enabling projects to continuously adapt and evolve through its lifespan.

6. Evolution over Novelty
Rather than continuously reinventing the wheel, design should be approached as a holistic accumulation of knowledge. If something works well, do it again, even better.

7. Imagination over Knowledge

That said, "imagination is more important than knowledge. For knowledge is limited, whereas imagination embraces the entire world" Albert Einstein.

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