I work by a few guiding principles:

  1. Every project has a purpose (regardless of how petty, political, or experimental the purpose may be, it has one)…
  2. …and when a project has a purpose, it can and should be assigned ‘goals’ that all responsible parties understand and agree on.
  3. The simplest path is almost always the best path.
  4. Install Google Analytics. Always.
  5. The best way to analyze any data is to draw a picture–lots of pictures.
  6. Listen to your users…
  7. …and do what they tell you, rather than what you think they’re telling you.
  8. When a project has strong revenue implications, someone must be in charge of ensuring revenue is considered at every digital decision point.