Designers want to be more strategic. Stakeholders want strategy to be carried through in design. And yet somewhere in the product creation process, it's all too easy for teams to become reactive, losing the vision set forth in the kick-off. Business leaders and designers seldom take the time to create design principles together, even though doing so can make design decisions easier and more impactful. In this session we'll talk about some of the reasons collaborative creation of principles can be difficult, and activities that can help you climb above the chaos for a clearer vision - together.