Everything we think up, design and build must be 'seamless'. In design, user experience, idea, technology but also in business. Everything must be right and speak for itself without having to explain much. Natural adoption by the end user is the goal. That means making people feel where they need to go. Simplicity makes you gain faster access and things start to move. So that the product or service is allowed. Hoping to stay, to become self-evident and therefore indispensable. Just like Nip .