What's the core message, the essence, the driving force?
Be straight up, set expectations, don't beat around the bush.
Remove the unnecessary, the clutter, let the message show.
Collaborate and engage both internally and externally.
Who are the users and how will they use it?
Keep developing, keep learning your profession.
When things get tough and uncomfortable, stay open.
Is there a new or a better way to do what we are doing?
Communicate the message better through good design.