"Design is the human power of conceiving, planning, and making products that serve human beings in the accomplishment of their individual and collective purposes."

Design Research and the New Learning, Richard Buchanan

I believe we carry hidden notions of self, of who we should and could be. I believe Design achieves its highest purpose when it helps us become that self.

I create transformative user experiences (uber experiences) that help us fulfill the aspirations we hold for ourselves.

I’ve found that three actors are essential protagonists in the narrative of personal achievement:

Coaches

individuals like mentors or peers comprising a supportive and motivating social network.

Tools

technologies that mediate those social relationships and allow the user to take action. Finally, the

Campaign

the messages (propaganda, if you will) that inspire new beliefs, new ideas about what the user should value and do to achieve a better state.

Comprised of an ecosystem of Coaches, Tools and a Campaign, Uber Experiences build new knowledge and shape new beliefs. Those beliefs drive new feelings and behaviors which, in turn, influence the user’s interaction with the ecosystem. This loop of influence reinforces changes in the individual that fulfill the aspirational vision they have of themselves.

In the Transformation Economy, businesses that respond to their customers' pursuit of self-actualization are rewarded with deep and massive loyalty. Competing in this marketplace requires reimagining goods and services as life-changing experiences. Targeting transcendence over transactions creates value that is essential to the success of customers.