Lately, there’s a lot of interest in borrowing design techniques from game design. At worst, such approaches mistake games for Skinner Boxes, incentive dispensers that dole out rewards for attention. But even at their best, designers’ adoption of game principles run up against the fact that games are fundamentally opposed to product and service design principles. Games are inefficient; they serve no purpose but to provide the experience that is their very playing. Yet, perhaps the most misunderstood concept in game-inspired design is also misunderstood within game design itself: the concept of fun as an end goal and aesthetic. This talk offers a surprising new theory of fun that can help anyone make, use, and appreciate things with greater satisfaction.