Bad design is not the “enemy.” The real enemy is great design.

“We may think that bad design is the ‘enemy’ and that our holy grail is to stomp it out. But displacing poor design should be relatively easy for a trained professional. No, the real enemy is great design. Why? Because great design takes hold, gets traction, and takes on its own inertia—which makes it hard to replace. And replace it we must: Everything reaches its past-due date. Design is no different.” – Bill Buxton

Read more in Bill’s Business Week article “The Problem with Great Ideas.”

1. People on a design team must be as happy to be wrong as right
2. Focus on the experience that the products you design engender
3. Great designers demand great design in everything they do
4. Truly great design occurs when the designer’s, client’s, and user’s perspectives are considered
5. Design is everyone’s job. It takes a commitment from everybody in the company.