“There are a lot of theories about what drives people and how they move through life. It’s my belief that on a subconscious level we are goal driven creatures. There is nothing people do that can not be defined as a goal. From this starting point I designed a simple model that can help us as designers make the decisions where to focus on in the design process.”

(Jeroen van Geel a.k.a. @jeroenvangeel ~ Johnny Holland Magazine)