“The designer’s goal, as [Mauro Porcini] explained to graduates at the University of Minnesota’s College of Design last spring, is not customer satisfaction. That’s a terribly low bar. You’re just meeting someone’s needs. If you’re a designer who loves your customers, ‘you surprise,’ he said. ‘You enter the sacred field of the magic, of the extraordinary, of the memorable.'”

The Nine Passions of 3M’s Mauro Porcini, by Chuck Salter, Fast Company, October 2011