"Long hours of talking about design, interaction design. When we built our first boards, they were only for us, for our students to solve our problems." Starting out, it was a self-effort, giving the boards as presents, and the Italian style word-of-mouth, traveling, and giving out workshops. Arduino is composed of 3 elements: The hardware, the software and the user experience, and the education system the way they teach it to others (word-of-mouth, free workshops). "We never operated as a company, so that they (people getting involved: students, etc.) would perceive that they are becoming part of something, a part of a community."