What makes a design good or bad? And more importantly, what makes it GREAT? And even more, does greatness even matter, when the goal is to make money? In this talk, industry veteran Raph Koster will look at an assortment of guidelines and aphorisms drawn from a variety of fields ranging from marketing to art theory, and see how they hold up. Raph will pay special attention to what they mean for the brave new world of social gaming. Hopefully you'll leave inspired.