Anything that you create conveys a message. If it's good, it conveys the message you want. If it's great, it tells the story you want, as well.

If it does all of these things, and then causes someone to do something back, it's actionable. We only make actionable work.

On the web, action means links. Our links all have this treatment. It's a way to communicate that something will happen when you interact with that element.