With my new company, App Studio Helder, I aim at designing and implementing innovative mobile apps, which contribute to sustainability and social justice. Why "Helder"? "Helder" is Dutch for "Clear". I have a great focus on design and I desire that every user interface is crystal clear. More fundamentally, clarity plays a crucial role in the process of creating a product. What exactly is the goal? What problem are we solving? Is this problem worth solving? Only with clear answers to these questions, true impact can be created. After finishing my masters in Artificial Intelligence, I wanted to start creating real, usable things. Luckily by that time the App Store opened up for external developers and I already had experience with developing Mac applications, so I became self-employed. Cooperating with various research groups and health care professionals, I mainly worked on health related apps. Being self-employed gives great freedom, but at some point I desired to be part of a team. Joining the startup MindAffect was a logical next step. At MindAffect we built brain computer interfaces, which let users control devices directly using brain activity. Our first goal was to use this technology to enable locked-in patients to communicate. As employee number one I had the privilege of witnessing – and being part of – the whole, crazy process of building a team, creating a new product, finding product-market fit, etcetera. After MindAffect I became a consultant at Navara and helped the Triodos Bank migrate their mobile banking app from hybrid to fully native. Working at a bank allowed me to learn more about the dynamics of a large organisation and how to create software with quite a lot of people, spread over multiple teams. I also learned that the pace of development in such a large company does not really suite me (not surprisingly by the way). Therefore I decided to say farewell to the wonderful people of both Triodos and Navara and start App Studio Helder.