Free flowing.
Real design.
Readymade.
Familiarity.
Capture the zeitgeist.
Stay on offense.
Relevancy as the metric.
Transcend local culture.
Transparency is a useful tool.
Inclusive exclusivity.
Take it apart.
Everything is a work-in-progress.
Authenticity over perfection.
Have a POV.
Intricacies are important.
Tap into universal languages.
Human emotion.
Use irony to end irony.
Respect the audience.

Don’t be limited by others.
Don’t dress it up.
No perfectionism.
Don’t romanticize originality.
Never be a late majority.
Don’t wait and see.
Don’t follow trends.
Don’t be myopic.
Don’t gatekeep out of an insecure position.
No exclusive inclusivity.
No status quo.
Don’t assume it’s finished.
Don’t create disingenuously. 
Don’t aim for the middle.
Don’t forget the details.