 what's worth designing in the first place. The very successful things are not necessarily about the object. Of course, the object has to be great, but they're based on an idea. It's something that people need and want. It's more than just usable and useful. People need to want and feel compelled to have it in their lives. It should have positive emotional value and communicate to the heart. When you do something great, it's inspiring, it's empowering, and it's transformative. It challenges norms, it becomes culturally relevant, and in many ways is a portal to something bigger than the thing itself. It's the idea, not the object.