In this episode, Phil challenges the widespread impulse to make user experiences unique and different. He explains why this creative urge, while well-intentioned, often undermines the very purpose of good UX design. 

Phil makes the case that effective user experiences should feel instantly familiar, leveraging established patterns that users already understand intuitively. He demonstrates how creativity is still essential to successful digital products, but discusses exactly where that creativity should be applied instead of disrupting navigation and core functionality. 

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