This presentation covers strategic concept, brand, user experience, usefulness, "fit", relevance, creativity, and user passion. It explores where to get ideas for the root concept of a design, and how to determine when you've got it right, tying together the contemporary focus on customer experience (e.g., Starbuck's, Apple), the problem of stickiness on websites with Web 2.0, and the User Experience fad that seems to have fizzled a bit. Why do some "really ugly" web sites sometimes inspire so much passion from users?