What I believe about UX & Design :  Rick Starbuck

We can't decide what it is. Our customers get to.

But not all change is innovation

but it's "net-relevant"

By Effort, Friction & Confusion

We must measure 3 things

Do they want it? How much?

Can they get value from it easily?

How do they feel about it?

don't believe that you are the user

Listen for needs & context, not design prescriptions 

Early & Often

prototype how it "acts" and how it "looks"

(using a rigorous methodology)

based on what you find

The end product may not look as expected