Magic happens when you bring intention to intuition — Will Guidara (co-owner of Eleven Madison Park and author of Unreasonable Hospitality)

One of his favorite principles is to combine the familiar with the novel . Delight thrives at that intersection. If it’s too familiar, it blends in. If it’s too novel, people won’t trust it.

Delight, he notes, is the result of joy and surprise. When a product delivers both, it creates an emotional response that users remember, talk about, and return for.