We [designers] are moving a situation to a preferable one. Why? Because we want people to feel while they’re using better products, who are simple to use. We craft till it works, to enhance the ease of use, to create an emotion. Emotions generate memories. It’s why some product sticks. This talk is about craftsmanship and patience, human centred design and business value. It’s for anybody who runs a small company, a startup, a design team.