Design, thinking.

Lately "design thinking" has become a buzzword, but good designers and thinkers (aka strategists) have been practicing the principals for years. Here are a few:

1) Consider the customer. Channel resources against the challenges that will create relevant, accessible and delightful experiences for customers – and avoid simply inventing cool stuff.

2) Ask them what they think. What seems like a great idea in your basement might not be. Test ideas with the people who will use them before you invest in them.

3) KISS. (That stands for Keep It Simple, Stupid.) You don't need a blender that predicts the weather and doubles as a blow-dryer. You need a blender that blends. When in doubt, simplify.

4) Make it visual. Design and thinking can and should go hand in hand. Design should be intelligently conceived and strategy should be beautifully presented.

5) Iterate. Iterate again. Building iteration into your process from the get-go ensures that you leave room for collaboration, innovation and real improvement.

Design is about making stuff. When it’s stuff that improves people's lives better, because it's thoughtfully conceived? That's design, thinking.