I create things that surprise and delight people. That feel unique, personal, and genuine.
I always ask myself whenever I'm designing anything, will the people this is for actually care about this? And if the answer is no or maybe, then I need to make it stand out more, and deliver a message that hits closer to home based on who they are. And that takes much more than a clean, usable interface™.
It takes empathy for all kinds of people, and inspiration drawn from them. It takes creative firepower to find the voice those people will hear over all the others. And to execute from this, it takes sharp production skills and intimacy with the needed tech. These are what I've always worked to develop.