Here's a great view in to the design process of Jacek Utko.  He's managed to take things that are "dead" and turn them around so that they're remarkable, moving, and cool.

I'm always amazed by people who are able to take a moribund category and turn it in to something wonderful.  There are so many examples of this in action in our world:

• selling commodity products:  Zappos
• helping people eat when they don't have time to cook:  Dream Dinners
• financial planning and tracking:  Mint

And so on. 

What ties of all of these together?  As you can hear from Jacek Utko's talk, it's all about a commitment to really living Principle 3.