They are the result of dialogues, which are about context, human, environment, dreams, limitations and etc. To achieve empathy towards the users and clients for whom we are designing. We try to involve the client, users and engineers along with team in designing process. So that at the end of the project, many clients are more committed to the project and defend it much better than us.
In the dialogue, both parties achieve a common thing that none of them already had, so something new which is fresh for both will occur. In other words the product is original and exquisite for the client and designer.