1. What you provide is more important than how you provide it.
2. Unless your experience is built around a great idea, it will flop.
3. You cannot bore people into using.
4. Make your experience contemporary.
5. Committees can criticize experiences, but they cannot design them.
6. If you can create good experiences, repeat until it stops pulling.
7. Never create an experience you wouldn’t want your own family to have.
8. The image drives the brand.
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