For VR to succeed where it failed 20 years ago requires overcoming more psychological, physiological, and gameplay challenges than all previous game platform transitions combined. Even more important than reducing judder and motion sickness is delivering the design leadership that inspire teams to innovate and deliver on the VR/AR promise. Simply cloning last generation mechanics to next generation hardware feels about as good as a transparent D-pad on an iPhone game. We believe that VR/AR is the ultimate entertainment platform combining the emotion of movies with the participation of games. To get there require Design Leadership not management. Based on XEODesign’s year and a half of research true VR/AR experiences must exceed 36 design benchmarks to succeed. This talk covers the first three.