Caring for the soul of the world means first making things with an acute ethical sensitivity, making them to function well and to be beautiful, using the heart and the imagination at full throttle, and giving them as much individuality as possible. These qualities are all aspects of soul. We might also create objects that we can relate to easily and even love. Steve Jobs, founder of Apple Computer, said, “When you’re a carpenter making a beautiful chest of drawers, you’re not going to use a piece of plywood on the back, even though it faces the wall and nobody will see it.