Maintain a firm grasp of the obvious at all times.
Read the Declaration of Independence to your children as a tradition every Fourth of July. Make sure they understand why the word "pursuit" precedes the word "happiness."
Determine what your customers need, and work backwards.
You know, we love stories and we love narrative; we love to get lost in an author's world.
I don't want to use my creative energy on somebody else's user interface.
Your margin is my opportunity.