CHAPTER Focusing the Team 5 FINdINg YOUr SOUL Great teams have a kind of soul -- something that defines who they are. It infuses their identity and it is woven through how they appear to others, their vision and mission, and their messaging. Some teams are all about brand. Others are all about the essence of design as a practice. And still others are all about designing from user understanding or even about improving usability. When a team has identified their soul, it is quickly obvious what it is and what they are passionate about.