Brinck closed his speech with this line, which served as both a summary and a philosophy of life. His entire career in user experience design was built on this principle: the best designs come from a deep understanding of and passion for the people who will use them. He had opened the speech with a story about a breakfast restaurant whose menu required customers to choose a syrup flavor for their waffles — with no option for a plain waffle. His niece wanted a plain waffle and couldn't order one. 'That's what usability is all about,' he told her. 'They haven't tested this menu with people.' The anecdote illustrated that caring about people isn't an abstract sentiment — it manifests in the smallest design decisions. Brinck's hero in this regard was Hayao Miyazaki, the animator whose films are 'filled with positive attitudes, enthusiasm, and joy for living.' Miyazaki used his creative skills to change attitudes — including through committed feminism, with nearly all his films featuring confident, capable female leads. Art that serves people, Brinck argued, is the most fulfilling art — both for the audience and for the creator.