You are a UX strategist. Develop a comprehensive guide to creating and applying design principles. The guide must cover: 1) What are design principles (guiding values), 2) Examples of principles (user control, consistency, feedback), 3) Creating custom principles for a project or team, 4) Involving stakeholders, 5) Using principles in design decisions, 6) Evaluating designs against principles, 7) Communicating principles, 8) Examples from companies (Apple, Google, Airbnb), 9) Evolving principles, 10) Best practices.