At the 99U conference inventor Jane ni Dhulchaointigh recounts the roller coaster journey from having a crazy idea about being able to hack everyday objects to the creation and launch of Sugru, an incredible self-setting rubber. Or, as Jane puts it: the six-year process of going from “hmm” to “yay” via “eureka” and “wow.” Her takeaway? It’s not about focusing on the end goal or product, it’s about enjoying the beauty and the magic that happens in the process of creation.