“The most evocative experiences — those that have lasting power, that alter one’s perspectives, apprehension, appreciation, and actions — aren’t designed. They’re composed. The distinction isn’t subtle. Compositions are easy to identify and remember: everyone can cite his or her favorite composed experiences. Designs, for the most part, aren’t so easy to identify or remember. In many cases, they’re not even designed to be memorable; they’re designed to be imperceptible.” (Bob Jakobson – Total Experience)