Growing up, every once in a while I was lucky enough to come across something in the world that moved me. Whether it was finding treasures at the flea market with my mom as a kid, or discovering and obsessing over a movie, a font, a photograph, or stumbling on a magazine stand filled with inspiration I didn't know I needed... I always knew when it was happening, but I never knew why or how it was happening. I still don't know why or how, but I recently realized what was happening.

I was experiencing the o o o o o o effect—the involuntary response we have to something when it just feels right. It's a deeply human feeling—one that's easier to confirm than it is to explain. And, it's one of the most effective guides we have for decision making.

My approach is simple: I look for and follow that feeling. I play hot and cold with it. When something feels warmer, I continue moving in that direction. If it starts to feel cold, I change direction and explore elsewhere. Pursuing this feeling rewards you with ideas, designs, and products that feel intuitive, natural, and deeply personal—not in a way that distracts, but in a way that resonates.