A framework for replacing generic, non-controversial 'principles' (like 'simple' or 'fast') with opinionated 'tenets' that force specific trade-offs. This method converts recurring organizational debates into permanent, binary decisions to speed up future execution.

"Principles are not useful as decision-making tools because nobody would ever argue the opposite... Tenets are really decision-making tools."

A protocol to delay high-fidelity visualization as long as possible. Based on the artistic concept that the first mark on a canvas (the Primal Mark) biases all subsequent decisions. By staying in 'low fidelity' (words/blocks) longer, teams can explore more creative directions before getting locked into a specific visual implementation.

"As soon as you draw a picture that looks even remotely real, everybody gravitated towards that and said, 'oh, that's the thing.'"

A mental model that redefines software not as a utility, but as a media format (like film or music) capable of eliciting emotion. This model posits that builders have a moral obligation to manage the emotional energy users expend while interacting with the product.

"Design is trying to imagine the future you want to live in and then take the steps to make it real... We have an obligation as product people to put that emotional energy back into people's lives."