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IT'S ALL ABOUT EXPERIENCE. In numbers 20+ years of leadership experience in advertising, brand communication and brand experience. I've spent years playing with, loving and evolving with design; working with global brands and building understanding with teams and clients. My approach is simple. Simplicity is the key to all communication, all design, all great story telling, all great creative and all great teams. It's probably the one universal truth. Bad ideas will always be bad ideas and good design won't cover for it. Complexity doesn't fix a problem and can just hide true value in anything you do or say. Which is why I believe in design thinking. Understanding how to mesh brands, stories and art with business, usability and technology in a simple, beautiful way is where true design begins. Design thinking is moving beyond how something looks. It's simply how you make anything great. Sven Lindlbauer