We have mobile supercomputers in our pockets and access to entirely new virtual and augmented reality experiences, but even as technology advances by the moment, the human brain continues to operate the same way it has for millennia. It's important for us to understand how we perceive, understand, and behave in the world around us - even the digital worlds we visit daily. We can create better products, services, and experiences based on psychological principles and theories that enable us to identify, define, and frame problems more effectively. We'll discuss a model of cognition, motivation, emotion, and more that helps us understand a wide range of diverse product challenges that go beyond interface design to consider context, goals, and even culture.