The Principles - Otherwise known as lessons I've learned from other people
I solve puzzles for a living. You could describe them as strategy problems but to me they're just puzzles.
Recently, I was showing one of our associates how I approached a brief where the business challenge was a very high brand recognition but very low brand affinity. In the course of the explanation, I rattled off a few rules without realising and then caught myself saying, "Oh one of my old bosses used to say..."
For the first time it entered my consciousness that I work off a framework of problem solving tools that I've picked up from various bosses, mentors and dead smart people (e.g., Marcus Aurelius). Sometimes they're approaches that come from random interest areas I have are applicable to a different set of problems.
So here, I'm going to record those treasured rules, I hope they help someone else. By no stretch of the imagination are they gospel or foolproof, but they've worked for me in the past. As usual, hoc opus numquam perfectum.