Power Design by Sid Sidar Sahin

We are irrational species

90% of the purchase decision is driven by our emotions says Martin Lindstrom in his book "Buyology". (author, speaker and marketer). His research found that the emotional part of our brain (Brodmann area 10) is activated when we are seeing something cool that we appreciate.

Antonio Damasio and Jonah Lehrer, neuroscientists, made their own research which is aligned with Martin Lindstrom's theory.

Jonah Lehrer, neuroscientist, wrote a book “The Brain Makes Decisions Based on Feeling" which you can check out.

Antonio Damasio, a professor in neuroscience, discovered an interesting phenomena. The professor had a patient named Elliot. He was known as a brilliant attorney, dutiful husband and loved form his entourage. The patient had a tumour in his brain and experienced a lot of headaches. In order to solve the problem, the tumour was removed. However, because the frontal lobe tissue has been wounded during the operation Dr. Damasio couldn’t recognise the patient after the operation. “Elliot emerged as a man with a normal intellect who was unable to decide properly, especially when the decision involved personal or social matters.” As the emotional part of the brain was wounded and Elliot was unable to take decisions.

Amy Novotney, neuroscientist. Sound changes the perspective of the thing we see. It's extremely powerful.

You see we should think of values and emotions over Facts and list of features. That's not saying that facts aren't necessary but the power of persuasion is in the story... In the why? Simon Sinek persistently says that "people don't buy what you do but why you do it? Telling a story and explaining your why is more powerful than the number of feature. This is how we'll be able to build deep connection and trust.

Apple, Rolex, Nike aren't selling features. They're actually selling more than a product. Good brands sells emotions. Apple is about cool/lifestyle/Dream/Create in a better work environment, Rolex means achievement, Nike aspires to a better self.

Some other smaller companies understood it. A construction company are better equipped and sell more because they changed their mindset. Started to offer better services. Because they changed their thinking From selling houses to moving lives.

“American Girl”. A Doll manufacturer that focuses on Story and experiences more than selling dolls. They focus on little things such as the experience when opening the box. The little ruban to open takes 2 seconds only but those two seconds increases the excitement says its founder. They've added a better and exciting experience around the object.

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I wanted to highlight some of the misconception about the definition of Design. What is design? What's the meaning of it and why it's useful? In this talk I try to unfold some of the thoughts based on my experience.


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Difficult start within a tech team which includes senior developers. I explain how I made it worked as a team.

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Design isn’t about making things look good but more about creating experiences that brings value. The way people experience a product is crucial!

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Send in a voice message: https://podcasters.spotify.com/pod/show/powerdesign/message

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Send in a voice message: https://podcasters.spotify.com/pod/show/powerdesign/message