Gérald Marolf

Why do you create the button on a gaming console that makes the sound?

There's no rationale for that, but it triggers something that

you can own and that stimulates you in a positive or negative way, but it creates some kind of emotion.

And I think the more you go into commodity product and footwear, I think to some extent is that because we all need to wear shoes every day, the harder it gets, but also the more exciting it is because that's then the true challenge to engineer something where you touch it, you step into it and you're like, huh,

OK, there's even a bit more than what I expected.

It's not just the color I choose, but there's something more behind it.

That's what we're trying to engineer for.

That's a big question.

For my time in tech, that was much easier because a user experience that is nonlinear or a digital product that is slightly disturbing creates a lot of energy immediately, but you take way less risk.

You take less risk.

How do you take less risk with a disturbing UX?

Because you can iterate very, very rapidly.

I think the moment I switched from non-physical to physical product, I had to completely relearn that.

Once it's in your hands.

I cannot change it.

I cannot touch it.

I cannot just send you another pair of laces.

In the morning, why do you choose the pair of shoes you choose?

Is it just because you're too lazy to actually tie them up or because the leather you would need to polish or whatever?

I cannot change it.