The document discusses the concept of "WOW" and what makes something exceptional. It states that WOW lies in human attributes like physiological, psychological, social, and philosophical aspects. WOW also lies in art forms like dance, poetry, sculpture, and music. The document suggests that to create WOW, societies should put design in every agenda, introduce a culture of art and design, and create safe spaces for play and experimentation. People should suspend judgment, question conventions, and follow intuition instead of authority.