Technology changes quickly. In the past 25 years we’ve moved from accessing the Internet over slow dial-up modems using slow desktop computers to having always-connected mobile supercomputers in our pockets to entirely new virtual and augmented reality experiences. However, through all of this rapid change the human brain has continued to operate the same way it has for millennia, and it’s important for us to understand how we perceive, understand, and behave within the world around us – even the digital worlds we visit daily. We can create better products and experiences based on psychological principles and theories enabling us to identify, define, and frame problems more effectively. A model of cognition, motivation, emotion, and more help understand a wide range of diverse challenges that go beyond interface design and interaction, from context to communication to culture.