Design principles

The Devil’s Advocate™ Go Premium In which the curmudgeonly old sod puts the world to rights. Index — Click ᐅ to expand: The Devil’s Advocate Comments? Questions? Suggestions? Requests? Insults? We’d love to 📧 hear from you. Sign up for our newsletter.

• Know your purpose
• Amplify signal, minimise noise
• Know your client ↔ Be personal
• Have excellent data
• Be sceptical of models ↔ Don’t tick boxes
• Decomplicate ↔ reduce complexity