A lot of work starts from business possibility, from new technologies, sometimes from visual inspiration. However, the most important criterion for hbmk to start working is 'empathy with the desperate need that comes from experience'. We are motivated by a strong empathy for the needs we have experienced or the needs of others.

When we deeply sympathize with thoughts and needs in people's minds, we set the direction of a project on this basis. By so doing, we could have the impetus to drive, come up with a good solution, and create a valuable product.