The creative industries are exciting, energetic, hectic and ultimately, quite demanding. To thrive and survive, you need all the help you can get. Having some principles to ground you and guide you is simply good practice.

Here are mine.

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One

Risky work resonates with people. Take risks and demand their undivided attention.

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Two

Be funny. Be witty. Be engaging. Just don’t be boring.

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Three

If you haven’t cracked a brief in three attempts, it’s probably wrong. Question it.

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Four

Push your clients to do better work. When they push back, push harder.

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Five

Design is a craft. You’ve got to hone it to own it. Then hone it some more.

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Six

Mistakes lead to magic. Revel in them.

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Seven

In the battle between your head and your heart, always trust your gut.

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Eight

Process makes space for creativity. Plan for the space to play.

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Nine

Don’t be afraid to say no.

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Ten

No one cares about the details as much as you do. But sweat them anyway.

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Eleven

If it doesn’t need to be in there, take it out. Less is always more.

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Twelve

Don’t make work that’s ‘safe’. The middle of the road is a very dangerous place.

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And the half…

Even when you think you’re done, imagine you’re only half way — it’ll push you to make better work.