We always begin a new project with three basic mindsets:

1. Products, services, and websites should inspire customers to use them and to activate the user as an advocate;
2. Customers' unspoken emotional needs are powerful motivators, and they need a voice in the development of strategy and design;
3. Programming on the web (making it work) is not a brute force proposition, but rather it's about engineering an experience for the user that is simple and intuitive.

These mindsets guide our approach in every project we are involved in.