To me, these aren't really the right questions. The real question doesn't have anything to do with Africa.

It should be more along these lines: "Where should I be trying to make a difference?" Not motivated by guilt, but by goodness and ability. No matter your scenario, you're part of the richest and most able culture in the world. Plus, as creatives, we have the amazing ability to see the world uniquely and to help those who need a voice in a powerful way. Not only that, we can use abilities other than our creative ones to make a difference.

When I think about "what matters" to me, I see the poor. I see the orphan. I imagine the world my kids will inherit and I think, "How can I help? How can I be a part of doing something that actually matters?" These are exciting questions. Let's use design thinking and our creative superpowers to figure it out, to make a difference. To me, that matters.

What matters to you?