The first act of design was when the prehistoric man or woman took a stone and started to change it. Originally, it was exactly that. You are creating something to fulfill a need of you and the people around you. This is what was driving innovation. It was an act of love. And then when you started to have too many objects and products to produce, these people started to delegate the that to love to others. We scale came a new focus, the focus on profit,. The focus on economic growth. For years, we have been slave of death, and we started to lose love in favor of economic interest. While in the past, you could protect through barriers to entry driven by