Very interesting and insightful thoughts on these timeless rules and principles — one aspect I’d like to add to Principle #3.

As Steve Jobs famously said, your users often don’t know what they don’t know and using the skills of empathy and observation, designers and product builders often have to think one step ahead of them and build experiences that even they hadn’t thought of. So while it is always useful to involve users throughout the development phase, you cannot rely on surveys to provide you with every insight needed to create break through experience