Bruce Mau created the following ten design-thinking principles to provide a framework for bringing about massive change.

1
PURPOSE INSPIRES LEARNING
Nothing accelerates learning more effectively than purpose.

2
WORST EQUALS BEST
Designers have an inverse relationship with problems. The biggest problems are the biggest opportunities. Good situation: not interesting. Bad situation: good. Terrible situation: awesome.

3
PUBLIC IS CRITICAL
Public display of outcomes and process changes the game. Sharpens focus. Ups the ante. Engages public discourse. Demands best performance.

4
DESIGN IS CORE TO OUR FUTURE
Design thinking is the core methodology of business, and critical to success in any organization. We will only win if we design to win.

5
EXPERIENCE DEEPENS KNOWLEDGE
Multi-sensory engagement, and process of discovery and invention, builds patterns in the brain that can not be learned by other means.

6
RENAISSANCE TEAMS ARE BEST
Renaissance person no longer possible. Only Renaissance Team of diverse expertise in collaboration can deal with complexity we now face.

7
REAL CAN’T BE FAKED
A real problem has the bandwidth of reality. The potential in solving it is real. The upside of saving lives, creating wealth, discovering something.

8
EXPERIENCE IS THE CONTENT
Experience of content is far more important than content of experience. Inspiration, problem solving and collaboration outweigh “information�.

9
DESIGN THE SYSTEM NOT THE OBJECT
Most of design is not visual. Think of design as the continuous flow of energy, matter and intelligence without waste — the forest floor.

10
THE FUTURE WILL BE BEAUTIFUL (IF WE HAVE ONE)
Importance of beauty and style to success cannot be overstated. We will succeed if the new, smart design is more exciting than the old and stupid.