How to Shape Human Behavior

For designers starting up in business the big rule is: don’t borrow money from a bank. Try not to borrow money from anyone; but never from a bank. Why? Because you don’t need to. One of the great things about being a designer is that the entry cost is invitingly low. You can set up in your bedroom. All you need is a computer, some software, a phone and an Internet account. Maybe a good coffee machine, but you don’t need much more than that.