Any business is like a Clover leaf- multiple petals creating a beautiful ‘unity’, while staying attached to the core. How do we apply it to the design principles? When we know our services/product, it generates a certain brain reaction. We don’t understand the chemicals being secreted but we sure understand the change in emotions. It either excites us, saddens or generates pure joy and enthusuiasm. Our services/product is the petal while the emotions are the centre/core of the business-clover. And the core (emotions) is basically responsible for us being building the business in the first place.