Design invests raw matter with what Bruce Mau calls «performativity»—it endows an inert material with a capacity to incite action. But in order to accomplish this most effectively, designers must conjure this power. This process is complicated. The fundamental backbone of any good design solution is measured not only by what moti- vates an audience to think in a particular way, but what inspires them to feel a response. Debbie Millman.