Guaranteed successful design!
This talk includes a lot of examples that are either not well known, or are well known and still not practiced. If you think “yes, I know that one” then ask yourself if you’re actually doing it as often and thoroughly as you could be. I first address #2 (design it well), and then #1 (design the right thing).
I borrowed this structure form Dan Gilbert in his 2006 SxSW talk: How to Do Precisely the Right Thing at All Possible Times.