Ken Kocienda describes 7 principles underlying “Creative selection”, his name for the Apple design process.
1. Inspiration - from great past work
2. Collaboration - working with others
3. Craft - skill to achieve high quality results
4. Diligence - the hard work to get things done, don’t take shortcuts
5. Decisiveness - don’t delay or procrastinate, be decisive in favor of simplicity
6. Taste - a refined sense of judgment
7. Empathy - see world from other people’s perspective