Uplifting design only finds its true meaning when it connects deeply with the values and aspirations of the people you serve. In this session, we critique the reductive language of business—labels like "user" or "consumer"—and advocate for seeing the full human being. We introduce the "Sand and Pixie Dust" tool to help you identify acute pain points and unlock the latent dreams your customers can’t yet articulate. See how shifting the focus from transactions to life journeys can fundamentally redefine a company’s relationship with its market.