Dentists have it easy. When asked what they do for a living, they simply say “I’m a dentist,” and everybody gets it. There’s no need to wonder what a dentist does, no need for follow-up questions. We can all move on and discuss our next subject.

Me, on the other hand, I wish I had that kind of carefree response dentists have. You see, I’m a designer, so whenever I tell people what I do for a living, I watch the confusion cloud the other person’s face. Usually, I take 1 or 2 seconds to stare at the abyss in their eyes.

I let them breathe and feel puzzled for a moment before taking them out of their agony and offering the much-needed relief of a follow-up explanation: “You know, apps, websites, platforms... that kind of thing”. 

Design is such a vast concept that means many different things in different contexts. So, to help people who may not fully understand what design might mean and how it can benefit them, I put together this nifty 16-page booklet to give you my take. If you’re starting a business,  this is for you.  



I recently experienced my first startup heartbreak (I’m alright, thanks for asking). During the year-long process of trying to put a product together, I encountered many founders who could have used a little help on the design front. Some of them didn’t even know what they didn’t know.

I’m in the process of starting a studio called Greater Sum. It aims to work specifically with startup founders who need help with design.

Maybe this guide is exactly what you need  or maybe you know someone who needs it.or perhaps you're just curious about what I think. Be as it may, If you're in Finland, you can get a free copy. All you have to do is email me at and share your address. Done! A printed version will arrive on your doorstep within a few days. 

If you’re not in Finland, there’s something for you, too—a free PDF version.

Discover more work

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Made in Helsinki, Finland, by Daniel Motta in 2024

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