The Human Rule — matter the topic or context, all design activity is social, and any viable solution or social innovation will return us to a “human-centric point of view.” The Ambiguity Rule — is inevitable, but designers must be willing to experiment at the limits of their knowledge to see things differently and come up with effective solutions. Design Is Redesign — has improved throughout time, but basic human needs remain the same; good design is essentially nothing more than smart re-design which fulfills those needs. The Tangibility Rule — prototypes allow designers to communicate about ideas and experiment with solutions more effectively than simply floating theories, sketches, or simulations.