What it is: This amazing video from Apple gives us a little insight into how Apple works its magic. Over and over again, they have demonstrated what it means to design with Intention – to design products with clarity of purpose and ultimately create experiences, feelings, and memories that matter. Why is Apple so successful? Because they design their products and brand, and lead the industry, with Intention at every level. Overarching intent is easy. The hard part is driving that conscious decision-making through every little choice in the process. Good designers have a clear sense of the overall purpose of their creation; great designers can say, “This is why we made that decision” about a thousand details.

What it sparks: We were struck by the simplicity of this video which perfectly reflects the simplicity and intuitive nature of Apple products and their user Experience. The viewer can’t help but be mesmerized by the crisp and beautiful black and white animation and clear message. The video helps us understand Intention through a very simple question: What do we want people to feel? Apple asks that question and then designs every single element through that Intention. And when we have a clear Intention – when we know exactly what we are aiming for – to stay true, we may have to say “no” a whole lot more than we say “yes.”