We are what we repeatedly do. Excellence, then, is not an act, but a habit.
It is not enough to design products that bring joy and excitement, fun and joy. We must also create products that are functional, understandable, usable and, in reality, from beauty to people's lives. Creativity is about discovering a question that has never been asked before. If a question specific to the behaviour of a particular individual is raised, the answer given will necessarily be unique.