The document discusses balancing business needs, user aspirations, and technological constraints in design. It emphasizes analyzing workflow over interfaces, iterating designs until each change adds value, and executing ideas quickly to test them rather than deluding oneself with incomplete designs. Simplicity is not always best, as seen in the complexity pilots manage in airplane cockpits through experience.

1. Design is Compromise
Business Needs
If you don’t end up here,
you are going nowhere.
User Technological
Aspirations Constraints

2. Optimize the flow not the interface
Analyze the work flow
and not the interface.
Sometimes stones are
there for a reason. You
need to know which
ones to keep and
which to remove.

3. Design is not to showcase technology but
to wrap it into objects of desire.

4. Simplicity is over hyped.
Check the cockpit of a modern
airplane and then see the
pilot orchestrate it like an
accomplished musician
playing a symphony.
That’s magic!

5. Stop when it stops popping
Iterate till there is incremental
value addition in each
iteration. Keep an eye and
stop when it stops popping.
Its time to eat!

6. Ideation without Execution is Delusion
Execute often, and revisit often.
Don’t be ashamed of showing
the first version as quickly as
possible, its much less
embarrassing than to show up
with a finished product and
figure nobody needs what you
made.