The concept of “The Way” — or “Dō” in Japanese — does not refer to a destination or an end goal. It emphasizes that the journey and the actions taken in pursuit of an objective should be the primary focus. In a business context, Dō represents a set of practices a brand might adopt to communicate and connect with its market. Over the past 30+ years, we have discovered, borrowed, or flat out stolen the various tenets listed below. Most are specifically geared for clients and brands and can serve as a primer for utilizing design as a business driver.