The group's "golden rule", according to Field, was to make the content of their songs and shows "developmentally appropriate and fun". Their music, stage shows, and television and DVD productions were developed, as "The New York Times" reported, "from the premise that a young child has a short attention span, is curious about a limited number of objects and activities, loves having a job to do and is thrilled by mastering basic movements". They also respected their audience's intelligence and insight about entertainment, information, and honesty. As Field said, "Young children identify with relevant concepts, and enjoy being entertained and being part of the entertainment. They are willing to commit to interacting if you are direct, inclusive, and positive". The group understood that challenging young children to engage in difficult tasks is more effective than simply telling them to do it. They believed that young children were egocentric, so they stared continually into the camera in their videos and TV shows, and explained every action because they believed that young children needed to be told what to expect so that they do not feel left out and in order to feel safe.