Wurman is a perfect example of a passionate person. His particular passions are for information and 'understanding,' to borrow a keyword from his presentation. He is a prolific author; the topics of his many books range from baseball to healthcare. He is the founder of the TED (Technology, Entertainment, Design) Conference [2], and as he noted in his address, is responsible for the coining of the term 'Information Architecture'. Ideas for his projects derive from what he refers to as his own ignorance or lack of understanding.