In a competitive and fast paced market like ours, standing out is more important than ever before. Some people will try to convince you that the newest "shiny object" is what you need to sell your products. Standing out however is being innovative and riding on top of the wave, not trying to catch up from behind.
I don't believe in fancy buzzwords or over-hyped marketing terms, I believe in communicating what a product is to who that product will help in the best way possible. Visual design is not fine art, it is a sophisticated means of communication, and form should always follow function.