1. We leverage work the client has already done.
  2. We skip steps that do not add value to our strategy.
  3. We combine and resequence steps.
  4. We incorporate analysis in all other steps.
  5. We continuously evaluate the activities and outputs of the other steps.
  6. We focus on designing and developing activities, not content. We adopt and adapt what is already there.
  7. We don't reinvent the wheel. We have hundreds of field-tested templates for activities.
  8. We seamlessly integrate content and activities. We don't present content that is not incorporated in an activity. We don't conduct any activity that does not require the application of relevant content.
  9. The most important member of our design team is a typical participant who represents the target group.
  10. We revisit previous activities and steps based on insights from later activities.