The vision or strategic objectives you mentionned…

We use them on all client work and it certainly establishes a framework for thinking about the experience at both a macro and micro level. Also gets the client and every single member of our internal team thinking along the same lines while maintaining primary focus on our little view of the world (heh, I jest).

Amazingly, they also drove the shape and nature of features. Back in 2002, we didn’t know what to call it, so it became either experience tenets, brand tenets or project tenets depending on the seeds from which they were borne. You’ll have to trust me that there was a discernible difference between each. ;-)

[...] following Peter Merholz’s path, gave a more theoretical talk about how to stop designing products. I think his whole point [...]

[...] Peter Merholz (stop designing products) [...]