Michael Schmidt describes how we can sort all products that surround us within the function-sense diagram. By embedding higher emotional values (sense) in products he shows how to create more sustainable excitement through them. A sustainable positive experience is the highest value a product can offer and the product dematerializes. When he was 6 years old Michael (51) wanted to become an inventor. To make this happen he had to tap into various fields of education and also found and run many companies. As an industrial designer and mechanical engineer Michael is the co-founder and CEO of HYVE AG and ICAROS GmbH based in Munich. He began his career at the Cleveland Institute of Art in the USA. Afterwards he became a certified mechanical engineer and graduated with the diploma in industrial design from the University of Applied Sciences (FH) in Munich in 1997. After graduating Michael started his own business as industrial designer. In 2000 he and his friend Johann Füller founded the HYVE AG together – a company offering services for radical innovation and disruption, in which he is working as the CEO up to this day. Michael specializes in product design, engineering, first batch production and has won many prestigious awards, such as the RedDot, If Award, German Award Gold, UX Award or the Materialica Award. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at https://www.ted.com/tedx