1. - Make it simple to use, our customers want a system that doesn't have a huge learning curve. So that's how we make our systems.
2. - Make it powerful, just because it has a simple user interface doesn't mean that it has to be a wimpy system. We build a lot of power into our programs.
3. - Make it flexible, when concepts or circumstances change, we build our system to be able to be highly configurable with minimumal effort.
4. - Experience, our lead programmer has over 30 years as a software engineer, which will be obvious as you use the system more and more.