A meaningful product consists of meaningful ideas that work in the real world. SA loudspeakers are based on a number of ideas that are as simple as they are long-life. We call it system design. The alphabet is the first system design that was invented. The system consists of letters that can be combined into words and sentences. The sentences become stories that connect people and make sense. SA has, with respect, borrowed the idea from the alphabet to create loudspeakers where the same ideas are part of all products, but in different designs.