Ask the right questions to understand the requirements and use the right tools to meet the requirements

http://designguyshow.blogspot.com.br/2007/09/design-guy-episode-5-how-design-begins.html

Don't let your style overwhelm the theme of the requirements

http://designguyshow.blogspot.com.br/2007/08/design-guy-episode-4-how-design-begins.html