Good Design (Dieter Rams, Braun e. al)

is innovative
makes a product useful
is aesthetic
makes a product understandable
is unobtrusive
is honest
is long-lasting
is thorough down to the last detail
is environmentally-friendly
is as little design as possible

Good Engineering

is inventive
is based on fundamentals
is iterative
is modeled
is as per specifications
is manufacturable
is validated and tested
is reliable
is ethical
is not over-engineering

Good Marketing

is emotionally engaging
is direct and jargon-less
is inspiring
is data-driven
is irresistible
is truthful
is art
is experiential
respects cultures and heritage
is international

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