I believe the world could use more soul. In software. In media.

Over the last 4 months, I’ve been on a mission to contribute to that idea.

I’ve been going behind the scenes with the best designer and builders to learn how they do it.

Telling their stories in ways that aren’t being told.

Episode 1 is out now.

(If you think things like this should exist, sharing it really help us.)

Two days embedded with Michael Riddering (host of Dive Club and Co-founder of Inflight) in Kalamazoo, Michigan.

The question I went to answer about design’s best trendspotter: how is he always this early?

I learned more than I thought I would.

(Thank you to all who participated in the UX Tools Bundle sale, your support went towards this ongoing project.)

– Tommy (@designertom)

Ridd and Kyle are on V8 of their in‑flight Figma files. They even killed a version with 15 top designers ready to launch as a marketplace because it wasn’t right. Don’t ship “good enough.” Ship the thing that answers what should exist, and be able to say why, repeatedly.

Try this: Write your “should exist” sentence for your next feature. Ask “why?” 5×. If you can’t defend it, cut it today.

Ridd tracks patterns across multiple encounters before he connects dots. When he spotlights someone, he can tell you exactly why they’re worth it.

Examples he calls out:

Try this: Keep a “Why File.” When something pops, write exactly what’s working (structure, motion, spacing, affordance), not “this is cool.” Reverse‑engineer three viral posts this week.

Ridd involves his people: his brother-in-law on creative direction, peers on design collab, and uses his spotlight to platform designers early because “it just feels good.” There’s clarity when you’re aligned with a sense of purpose, and contributing to your community is the easiest road to that clarity.

Try this: Run one public poll or call‑for‑feedback before you ship. Spotlight one under‑the‑radar designer in your circles with reasons they’re great. That’s how you train the filter.

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Ridd has inspired me to spotlight more designers, especially those too busy to do it themselves.

So when I asked Agustin to help me craft a visual love letter to introduce the episode, I told him how important it was to make this feel like a love letter to all of the wonderful people and products that have put their stamp on 2025.

He understood the assignment. (Watch it, it’s good)

If you’re the kind of person who ships, who learns in public, who cares about the small details and the human on the other side of the screen, this series is for you.

We’re going backstage to show the real work and the spirit of the people behind it. That’s the soul part. Thanks for building.

I had the privilege to judge the latest entry of submissions for Contra’s design challenge, and I was floored by the quality of work.

And if you missed the last one, Contra’s Webflow challenge is live right now.

I’m in love with how much they do for the design community. But I’m more in love with the work of these three designers:

His Rive creation is a tribute to the Olivetti Divisumma 18, a legendary printing calculator introduced in 1973, designed by renowned industrial designer Mario Bellini.

Fully interactive and beautiful. Check it out here.

One of my favorite brand designers of all-time, his brand design for Wallflower is a masterclass in using framing for great visual storytelling.

I am an absolute sucker for clean and simple design that can still find ways to express personality, and this is where Jeni shines. The visual identity she put together for Roam nails this.

Who else deserves to be spotlighted? Let me know.

Soul is the strategy. Purpose is the filter that lets you see what others miss. When you know who it’s for, you don’t chase clout, you ship what should exist.

Sharpen taste with three moves:

Put differently: reasons > vibes, service > followers.

Make it real this week:

One drop in the bucket to making this place a little better.

See you next week,
Tommy