1. Useful: focus on people - their lives, their work, their dreams.
2. Fast: every millisecond counts
3. Simple: simplicity is powerful.
4. Engaging: engage beginners an attract experts.
5. Innovative: dare to be innovative.
6. Universal: design for the world.
7. Profitable: plan for today’s and tomorrow’s business.
8. Beautiful: delight the eye without distracting the mind.
9. Trustworthy: be worthy of people’s trust.
10. Personable: add a human touch.

Via Functioning Form.