What does it take for a brand to lead in its chosen marketplace?
AUTHENTICITY
Approach the customer with honor and respect.
CREDIBILITY
The esteem of the customer is earned.
IRREVERENCE
The art of having more fun than anyone else.
MATERIAL
Let the materials and processes speak for themselves.
TRUST
Engineering to exceed the known limits.
FORM
Get the proportions right. Take cues from nature. Respect manufacturing process.
CRAFTSMANSHIP
Know what you are doing.
CONTEXT
Perhaps the most important element is understanding people their place and their culture.