The world around us is becoming more and more complex, and we are clogged up by interfaces popping up everywhere, from our phones to our coffee machines. Moreover, noise from all around us is increasing, from e-mails to Facebook. Therefore, I believe that all interaction with a product or service should be as smooth as possible, make perfect sense and enrich the lives of the ones exposed to it. This while finding the perfect balance between business, technology and the user. I also believe that authenticity, transparency and some anthropologic insight in all communication and touch points is imperative for the survival of all businesses in the years to come.
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