Honestly, this reading was a little hard for me to parse. I felt like there was just a bit too much jargon about design and the practical design process within a company that doesn't immediately grab me or make a whole lot of sense. Making stories to improve your life sounds like a cool thing I guess, and Francisco Inchauste is pretty excited about it, so it must be good. I think we have to make up short bios for potential users, and then we'll be able to convince the ad-men to start working with the engineers.