“Why?” is the question that drives the world forward – it’s because of “why” that we have science to help us live longer, democracy (for the most part) to help us lead better lives, art to help us transcend our own existence. It’s the “why” that drives meaningful design experiences and, without it, we’re just creating more entropy.

Understanding why gives us confidence in our work – and it shows. And, mind you, thinking about our decisions doesn’t automatically make them right; but it gives us a structured base of thinking that we can discuss over, iterate and refine. Design is an ever-evolving process and there is no wrong way to tackle a certain problem – but if we’re open to placing purpose at the core, every process is going to be successful.